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Sears Canada Using Aldo and Buffalo to Revamp Private Labels

Sears Canada is freshening up its private label through new design partnerships with Aldo Group and Buffalo International.

The deal, inked yesterday, has Buffalo and Aldo working on Sears’ Nevada, Attitude, and Jessica brands. Buffalo will handle denim, and Aldo will handle footwear.

New merchandise will start arriving this fall.

The changes are part of Sears’ efforts to beef up its private label brands, which the company sees as a possible draw for new customers. Sears is hoping to attract young, upwardly mobile urban consumers – a coveted retail demographic.

In response to the move, the Wall Street Journal put Sears Canada on its list of stocks to watch, but shares were flat at closing.

Same store sales fell 5.8% in the fourth quarter, partly due to a decline in electronics. Apparel and accessories were positive during the critical holiday season, according to CEO Calvin McDonald.
The new design deal and other strategic initiatives are attempting to reverse that trend and revitalize the legacy brand.