'Simply Indoors' Tells the Sears Fashion Story

Hoffman Estates, Ill. — Sears is rolling out a new theme and new merchandise for the home department: Simply Indoors.

The retailer recently hosted a press tour of the streamlined home fashions department in its White Plains, N.Y., unit. Television home makeover celebrity Ty Pennington was on hand to show off his new fall bedding designs as well as his ready-to-assemble furniture line.

Along the aisle in the Simply Indoors set, the merchandising places more of an emphasis on fashion stories – contemporary, traditional, exotic – pushing classifications such as sheets, towels and utility bedding back toward the wall.

The new set concludes the storewide rollout of RTA furniture, which began last spring, and Kenmore cookware. Sears also has introduced a line of professional kitchen appliances.

In mid-September, the mid-tier retailer also broke a new advertising campaign featuring customer testimonials that highlight what Sears identifies as its core categories: apparel, home fashions, electronics, sporting goods, fitness, appliances, and tools.