Craftsman Experience Celebrates One-Year Anniversary as Ultimate Do-It-Yourself Playground

HOFFMAN ESTATES, Ill., Aug. 31, 2011 /PRNewswire/ -- Since opening its doors a year ago, the Craftsman Experience has hammered, sawed, drilled, mowed and cut its way into the hearts of DIYers around the world. This one-of-a-kind tool venue has become a must-see stop in its hometown of Chicago and a permanent social media page-mark for any DIYer tackling a home or yard improvement project. The one-year anniversary will be celebrated Thursday, September 1 when Ty Pennington hosts an event at the Craftsman Experience that will be streamed "live" on the Craftsman Facebook page.

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"Our goal when creating the Craftsman Experience was to make it a physical and virtual destination for anyone who loves tools and tackling DIY projects," said Kris Malkoski, vice president and general manager of the Craftsman® brand. "Over the past year, the Experience has become a place where our customers can interact with the brand in a way that is unlike anything else in the tool category. It's a place where our innovations and demonstrations come to life and our fans can witness and interact with the brand in real-time, no matter where they are."

Since its inception, the Craftsman Experience has received thousands of visitors to the physical location and featured more than 200 segments via live stream over the Craftsman Facebook page and www.livestream.com.  A true social media powerhouse, it is home to events, expert clinics and do-it-yourself demos that are broadcast live every week, giving customers across the country an opportunity to join in on the fun. The Craftsman Experience is also equipped with a radio studio, the site of a number of weekly programs as well as guest appearances by local and national personalities.

A few highlights from the past year include:

• Launched the world's first virtual DIY Broadcasting Network, Craftsman World of DIY, with HGTV personality Frank Fontana. "The Down & Dirty" has broadcasted more than 60 podcast and video segments since January.
• Created the ultimate trophy case with a Hall of Fame baseball player
• Partnered Woodworker's Journal and Guitar for Vets to build a guitar for charity, with all proceeds benefiting veterans suffering from post-traumatic stress disorder
• Raced a major league soccer player on Craftsman's Turn Tight™ Tractor
• Hosted the inaugural stop on the stateside tour for Bikes over Baghdad, a troupe of BMX riders who entertain our military overseas with a high-energy stunt show

The Craftsman Experience is also home to SCREW*D: Where Survival Comes Down to the Right Tool. Viewers can watch unhandyman Alan Weischedel, chosen from hundreds of submissions, as he endures a rigorous boot camp and will eventually be dropped in three unbelievable locations -- with only the help of Craftsman's tools and online community, to work his way out. Tune in to www.craftsmanscrewd.com for more information.

The one-year anniversary celebration will take place Thursday, September 1 from 6 to 9 p.m. CDT in Chicago at the Craftsman Experience located at 233 W. Huron Street. The event is free and open to the public. Ty Pennington will host the evening, which includes DIY challenges with personalities such as Erik Buell, motorcycle racer and President and CEO of Erik Buell Racing, and HGTV host Frank Fontana. If you can't make it to the event, log on to the Craftsman Facebook page to watch live from 7 to 7:30 p.m. CDT. Click here for more information on future activities at the Craftsman Experience. The Craftsman Experience is open weekly from 5 to 8 p.m., Thursday-Saturday and from noon to 5 p.m. on Sunday.

For more than 80 years, the Craftsman brand has developed innovative products. To learn more about Craftsman's assortment of hand tools, power tools and lawn equipment, visit www.craftsman.com, www.facebook.com/craftsman or one of the many Sears nationwide. The 2011 Harris Poll EquiTrend® study, conducted online by Harris Interactive, awarded Craftsman Brand of the Year in the Power Tool category.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with over 4,000 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, consumer electronics and automotive repair and maintenance.  Sears Holdings is the 2011 ENERGY STAR® Retail Partner of the Year. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 11 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com.  

Contact Information:
Larry Costello
Sears Holdings
(847) 286-9036
larry.costello@searshc.com

Lisa Curran
Zeno Group for Craftsman
(312) 396-9736
lisa.curran@zenogroup.com

SOURCE Sears Holding Corp/Craftsman