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Sears to Launch Kardashian Kollection Fall 2011: Exclusive Agreement With Kardashian Sisters and Jupi Corp


Sears to Launch Kardashian Kollection Fall 2011: Exclusive Agreement With Kardashian Sisters and Jupi Corp

HOFFMAN ESTATES, Ill., Jan. 12, 2011 /PRNewswire/ -- Sears, along with Bruno Schiavi's Jupi International, have teamed up with Kim, Khloe and Kourtney Kardashian to launch the Kardashian Kollection in 400 Sears stores nationwide in August. In a first for the sisters, the new brand will be included in exclusive shopping destinations created inside Sears department stores.

"Together with Sears we have created an exclusive collection that will reflect Kim, Khloe and Kourtney's bold sense of fashion," said Australian entrepreneur and fashion designer Bruno Schiavi. "Customers and fans will have a chance to share in all things Kardashian."

The exciting new collection will embrace Kim's glamorous red carpet looks, Kourtney's more Bohemian chic vibe and Khloe's rocker style. From timely pieces to fashionably tailored looks, the collection will appeal to all women who love fashion.

"Fashion is such a huge part of my life and I'm thrilled to have had the opportunity to design the Kardashian Kollection with my sisters and Jupi.  We worked really hard to create an incredible, price friendly collection and are so excited to see our fans' reactions to the designs," said Kim Kardashian.

Khloe Kardashian added, "Because Kim, Kourt and I have such different tastes, it was really important to us to design looks for girls everywhere, no matter their signature style.  We wanted to make sure the Kardashian Kollection offered must-have items for everyone across the country from the girly girls to the rocker chicks."

And Kourtney Kardashian summed up their excitement when saying, "We were thrilled when we found out Sears was such a huge fan of the Kardashian Kollection. To be able to offer the line to everyone and to have such a great partner as Sears is truly phenomenal!"

The Kardashian Kollection has something for every fashionista with looks that embrace a woman's natural curves through bold and beautiful fashion statements for all occasions. In addition the collection offers a designer look and appeal.

"Each Kardashian sister is a trend setter in her own right, bringing their unique styles together raises the bar for fashion at Sears, " said John Goodman, executive vice president of Apparel and Home for Sears Holdings. "The collection offers our customers designer looks and appeal at approachable prices. Our team is really looking forward to working with all three sisters to bring this timely brand to customers."

Products will include a ready-to-wear apparel collection, handbags, lingerie, jewelry and footwear. The Kardashian Kollection will be launched with a comprehensive marketing roll out that includes a national TV and print campaign as well as in-store appearances.


  • With the conclusion of its fifth season Keeping Up with the Kardashians delivered record-breaking numbers, ranking as E!'s highest-rated and most-watched series in the network's history across the board, averaging 3.7 million total viewers during its ten episode run as it more than doubled over last season's delivery.
  • Keeping Up with the Kardashians on Sundays at 10pm scored multiple network records in 2010, posting E!'s most-watched telecast ever (4.8 MM) and E!'s highest-rated telecast ever among A18-34 (4.20), A18-49 (3.15), W18-34 (6.14) and W18-49 (4.62).  
  • During its latest season 5, Kardashians averaged approximately 3.5 million Total Viewers, delivering more than five times as many viewers as E!'s Primetime norm.
  • Kourtney and Khloe were captured in their very own hit show on E!, "Kourtney & Khloe Take Miami," which aired its second season this past summer and, similarly, delivered through the roof numbers for the network.
  • Kim and Kourtney have also just completed filming for "Kourtney and Kim Take New York" which premieres Sunday January 23 at 10pm  ET/PT.

The launch of their first book "Kardashian Konfidential," landed Kourtney, Kim and Khloe on the New York Times' Bestseller List for several weeks.


Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and 1,200 specialty stores in the U.S.  Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2010 ENERGY STAR® Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at


Following on from the successful Dr Rey's Shapewear that has been at Sears since 2007, it's the combination of experience in Schiavi's collaborations that underpins this winning retail partnership. As an expert on body image and self esteem-building Schiavi is also a natural choice to work with the high profile sisters. The Kardashians celebrate a healthy and curvaceous body image, the importance of high self esteem and family values whilst still being fun, theatrical and sexy.

Named in the BRW Young Rich List for the last six years as a top Australian Fashion Entrepreneur, Bruno Schiavi has carved himself a unique position in the fashion industry and business world. Just nine years ago Bruno Schiavi started with assets of only $2000, since that day this creative and very intuitive fashion aficionado has grown to position Jupi Corp as a global powerhouse. In August 2002 Schiavi launched the anabella line of lingerie followed by the sell out release of Delta by anabella in October 2004 in conjunction with Australian star Delta Goodrem. Schiavi joined other partnerships with icon's & celebrities such as Priscilla Presley in 2005, Dr Robert Rey, renowned Plastic Surgeon and star of Dr 90210 in 2007, Cricket fast bowler Brett Lee and pop star Janet Jackson in 2008. Moving into high fashion but with the current economic climate in mind he has recently teamed with Australian designer Peter Morrissey to add a new fashion outer wear brand to his already impressive stable. 

Earlier this year Jupi Corp secured the global license to create an athletic apparel range based on NBC's hit weight loss show, The Biggest Loser, with the first collection due in stores in the US in October 2010.

Jupi International has retail collections in United States, Canada, South America, United Kingdom, Europe and Australia. For more information, visit

SEARS Publicity
Amy Dimond
P 847 286 3226

Jupi International Global Publicity:
Amanda Fry
6dc Pty Ltd
p: 61 2 9280 1600
m:  61 418 262 282

Fingerprint Communications
Taryn Deane

SOURCE Jupi International

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