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Press Release

Craftsman(R) Tools: Now the Official Tools of DIY Network

Sears Public Relations And Communications
(847) 286-8371

Craftsman(R) Tools: Now the Official Tools of DIY Network

    LAS VEGAS, Jan. 21 /PRNewswire-FirstCall/ -- Today, the Official Tools
of NASCAR also became the Official Tools of DIY Network, the go-to media
resource for do-it-yourself enthusiasts. Executives from Sears announced
the agreement for Craftsman, America's most trusted brand, at the
International Builders' Show with representatives of Scripps Networks-owned
DIY Network.

    The agreement will include the development of a customized show
strategy specifically for Craftsman, which has the option to send product
to be integrated within DIY Network programming.

    "At its core, the Craftsman brand inspires trust," said Erik
Rosenstrauch, brand director for Craftsman. "Craftsman has the right tool
for the job, regardless of people's skill level or complexity of the
project. And what better place to demonstrate the potential that Craftsman
enables than the network that DIYers rely on to be inspired?" According to
Rosenstrauch, the reciprocal sponsorship agreement is tied to both hand and
power tools as well as lawn and garden equipment, and will be communicated
via television, radio, online, print ads, direct mail, in-store and product

    "This innovative agreement aligns two highly-trusted brands with a
shared commitment to empower and engage do-it-yourself enthusiasts," said
Bob Baskerville, DIY Network president. "DIY Network's expertise in home
improvement content coupled with Craftsman's best-of-breed tools delivers
value for everyone from the novice to the most advanced DIYer."

    DIY Network is seen in 50 million households and its Web site attracts
more than 2.5 million unique visitors each month. The announcement came at
the International Builders' Show, where the Craftsman brand showcased
several new products, including prototypes of its award-winning Nextec

    About Sears Holdings Corporation

    Sears Holdings Corporation (Nasdaq: SHLD) is the nation's fourth
largest broadline retailer with over $50 billion in annual revenues and
approximately 3,800 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, home electronics and automotive
repair and maintenance. 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 Martha Stewart Everyday products, which are
offered exclusively in the U.S. by Kmart and in Canada by Sears Canada. The
company is the nation's largest provider of home services, with more than
13 million service calls made annually. For more information, please visit
Sears Holdings' website at

    About DIY Network

    From the makers of HGTV and Food Network, DIY Network is the go-to
destination for rip-up, knock-out home improvement television. DIY
Network's programs and experts answer the most sought-after questions and
offer creative projects for do-it-yourself enthusiasts. One of the fastest
growing digital networks and approaching 50 million homes, DIY Network's
programming covers a broad range of categories including home improvement
and crafts. DIY Network's award-winning Web site,, is a
leader in the Nielsen/NetRatings' Home and Garden category. The site
features broadband video channels including home improvement, crafts,
automotive, gardening, and woodworking along with step-by-step instructions
totaling more than 20,000 projects online.

SOURCE Sears Holdings Corporation

Web site:

CONTACT: Larry Costello of Sears Public Relations,
+1-847-286-9036,, or Lee Hall of DIY Network,

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