Sears finds its 'personality'

By Staff -- Home Textiles Today, 6/16/2004 12:00:00 AM

HOFFMAN ESTATES, Ill. — As Martha Stewart is to Kmart and Chris Madden is to JCPenney, "Extreme Makeover" guru Ty Pennington will soon become to Sears, Roebuck and Co.

The retailer announced this morning that it has signed an exclusive, multi-year agreement with the television personality and home design expert for a broad range of activities, including advertising, product design and development, merchandising and support for the company's community outreach initiatives.

During his first season on ABC's "Extreme Makeover: Home Edition," Pennington led a team of home designers and carpenters to revamp dwelling spaces for a dozen families. He also recently published his first book, "Ty's Tricks." A blend of handyman tips, how-to projects and humor, the book made The New York Times bestseller list.

"He is the latest and most dramatic example of the actions Sears is taking to grow our business in ways that showcase the breadth of our relevant, quality products," said Roger Detter, Sears senior vice president and general merchandise manager.

Other celebrities with Sears' product and marketing affiliations include Bob Vila (Craftsman), Nick Stellino (Kenmore) and Lucy Pereda (apparel).

"As part of the Sears product design and marketing teams, I'll be celebrating Sears as the good life partner at home and at play, full of new ideas, exciting products and a tremendous sense of style," said Pennington.