Kenmore Introduces 'Simplify' at Kitchen and Bath Industry Show 2007

New Product Launches, Refined Brand Positioning Exemplify Kenmore Goal to Deliver Innovations That Make Consumers' Home Lives Easier

From large and small kitchen appliances to the latest in outdoor living, a wide range of new products from Kenmore aim to strike the ideal balance between innovation and simplicity. This year's Kenmore appliances feature user-friendly operating systems and easy-to-understand product language, as well as common sense features designed to help consumers make tasks, and thus life, easier.

"When the to-do list grows exponentially, daily household chores can seem like insurmountable tasks. Appliances themselves should be part of the solution, not the problem," said Tina Settecase, vice president and general manager of home appliances, Sears. "Kenmore is launching a new positioning, Simplify, to reiterate its commitment to innovations that put consumers in control of home life -- so American homeowners have more time to pursue what they really enjoy, like spending more time with loved ones."

Kenmore officially unveiled its Simplify brand positioning today, at this year's Kitchen and Bath Industry Show (K/BIS) in Las Vegas, along with nearly 25 new appliances created to deliver on that promise.

"Kenmore is committed to offering homeowners appliances that best suit their individual lifestyles," explained Settecase. "What most of today's consumers have in common is the need to subtract from the clutter of their already hectic lives. Our new offerings from Kenmore are straightforward, intuitive and logical. Plus they build on the brand's legacy of attainable, quality, dependable products for every stage of life."

Here's a taste of new offerings from Kenmore that boast innovative features intended to simplify household life on a daily basis.

Kenmore and Kenmore Elite Countertop Appliances

The Kenmore Elite legacy of quality, dependability and style has long been established for major kitchen appliances and, with the introduction of a new line of countertop appliances, the brand continues that heritage on a smaller but just as ambitious scale. Sensible countertop appliances in versatile colors (red, black, white and stainless) will be available in Sears stores starting fall 2007, boasting convenient features for a variety of lifestyles. For example in the Elite line, toaster ovens are large enough to fit frozen pizzas and feature "halogen cooking" technology to take a chicken breast from frozen to cooked (and browned!) in just 12 minutes. Standard toasters can even brown toast in less than a minute so there's no need to skip breakfast! The following appliances are included in the line:

  --  Heavy Duty Blenders ($34.99 - $69.99)
  --  Toasters and Toaster Ovens ($24.99 - $49.99)
  --  Coffee Makers ($49.99 - $79.99)
  --  Food Processors ($74.99 - $139.99)

  Kenmore PRO

The latest addition to the Kenmore family, the Kenmore PRO line raises the bar on upscale, stainless steel styling and professional performance features, all at an attainable price point. The PRO line's family-friendly features and sophisticated design make it a perfect fit for "foodies" who want to follow in the footsteps of America's celebrity chefs. Versatile features -- such as an innovative bridge burner designed for indoor grilling, and adjustable oven racks that accommodate a variety of dish sizes for perfect results -- enable uncomplicated gourmet cooking in the comfort of a home kitchen. No culinary training required! New additions to the Kenmore PRO line that will be available in October 2007 include:

  --  Induction Cooktop (under $2,700)
  --  36" Dual Fuel Range (under $6,000)
  --  36" Drop-In Electric Cooktop (under $1,800)
  --  Side-By-Side Built-in Refrigerator ($6,499)

  Kenmore Elite Cooking

A highly-successful and enduring line, Kenmore Elite provides quality products that are high on innovation but low on clutter -- in terms of styling and features. Advancements from Kenmore Elite include technological leaps like pan-sensing technology, a no-fuss safety feature, and high-performance hassle-free cleaning options. New products that will be available during the 3rd Quarter of 2007 include:

  --  SensaCook Pan Presence/Detection Cooktops ($1,399 - $2,009)

  Kenmore Elite Ultra WashHE Dishwashers

Kenmore understands the importance of going "green" to help ensure a quality future for American families, and high efficiency dishwashers are just one piece of the puzzle. Using half the water of standard dishwashers and less energy than a light bulb, yet cleaning thoroughly with pressurized nozzles and variable settings, the new Kenmore Elite Ultra WashHE is a smart and sensible choice for forward-thinking families. With the Kenmore Elite Ultra WashHE, dirty dishes don't stand a chance. Its cleaning is so effective, you can "skip the sink" - with no pre-rinsing required. Even lipstick, oatmeal and egg all disappear. And it's so quiet you'll forget it's on. The Kenmore Elite Ultra WashHE will be available at Sears in October 2007.

  --  Kenmore Elite Ultra WashHE Dishwasher  ($799 - $1,399)

  Laundry -- "The Steam Team"

Laundry piles never seem to diminish, reproducing themselves daily. While Kenmore Elite can't change that fact of life, its new "Steam Team" washers and dryers can do a thorough and effective job of making sure clothes come out looking and smelling great by harnessing the power of steam. SteamCare technology maximizes steam's potential to kill bacteria, reduce wrinkles and eliminate odors by integrating this special feature directly into the washing and drying cycles. This new offering is available on Kenmore Elite models including the HE3 and HE5. Kenmore Elite washers and dryers can be fully-integrated with optional LaundryPlus+ work surfaces and storage pedestals, and can even be stacked for tighter laundry quarters. These will be available at Sears in fall 2007.

  --  Kenmore Elite HE5t Steam Washer ($1,499.99; Barolo: $1,599.99)
  --  Kenmore Elite HE3t Steam Washer ($1,299.99)
  --  Kenmore Elite HE5 Dryer ($1,299.99 - $1,359.99)
  --  Kenmore Elite HE3 Dryer ($1,099.99 - $1,159.99)

  Kenmore Vacuums

Vacuum cleaners have one simple task, and nothing is more frustrating than one that lacks sufficient power to clean effectively. The new Kenmore Lightweight Vacuum effortlessly removes messes -- as well as hassle -- by eliminating filters and bags, employing powerful cyclonic suction technology and weighing in at 30 percent less than other full-featured vacuums in its class. It will be available at Sears in September 2007.

  --  Kenmore Lightweight Vacuum ($399)

  Kenmore Grilling

Kenmore has established its penchant for simplifying life through innovations in the kitchen and the laundry room -- so why not take that same attitude outdoors? The Kenmore Crossray Infra-red Stainless Steel Barbeque Grill is a versatile, high-powered cooking machine that employs cutting-edge infrared technology to focus heat directly where it belongs -- on the food. The result is easy-to-achieve, "steakhouse"-quality meats, seared perfectly on the outside and brimming with tenderizing juices, flavor and nutrients on the inside. This grill is currently available at Sears.

  --  Kenmore Crossray Grill ($899)

  About Sears, Roebuck and Co.

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 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 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. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at

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SOURCE: Sears Kenmore

CONTACT: Larry Costello, Sears, +1-847-286-9036,;
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