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Sears Elevates Apparel Offering With New Brands Launch

Contrary to popular pleas, Sears won’t be throwing in the towel anytime soon.

The ailing department store said Tuesday that it will launch a new “Showcase at Sears” clothing collection comprised of items from the hottest international apparel brands in Europe and Latin America.

Most of these brands will be making their U.S. debut with Sears.

“We are creating an experience for our members unlike anything in the U.S. retail industry—a fashion-forward, shop-in-shop apparel collection featuring established and popular international fashion brands,” Sears Holdings president of apparel David Pastrana said. “Showcase at Sears gives our members access to fresh international trends, styles and fashion at an affordable price—and only found at Sears.”

The collection will be available in five New York-area stores this fall to start, featuring men’s and women’s apparel, women’s shoes, intimates, handbags and children’s apparel.

Each store will house the Showcase collection in a 10,000 to 15,000-square-foot boutique within the apparel department. Styles will range from fast fashion and fitness to contemporary sportswear and professional attire, according to Sears. Prices for the collection will range from $10 to $175.

“These curated collection are a perfect complement to our existing apparel assortment and offer exposure to brands you’d otherwise have to travel internationally to try on,” Sears president and chief member officer Joelle Maher said. “Not only will our members love the fashion and selection, they’ll love the unique space we’re building out in each store. It will be inviting, high energy, and staffed with knowledgeable associates dedicated to serving members who shop the Showcase.”

Spain’s Mango, Denmark’s Jack & Jones and the U.K. and Mexico’s Biography will be among the 11 brands in the Showcase, and Sears says their offerings will be the same core product they sell in their international outlets.

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“Sears is a trusted brand, woven into the fabric of American retail,” said Sever Garcia, founder of SGN Group, which helps European brands establish their U.S. presence. “When you combine the unique shopping experience they’re building, the exclusive access to an incredible mix of fashion all in one location, at very affordable prices, it’s a win-win-win for the participating brands, Sears and its members.”

The retailer and it’s stakeholders are likely hoping the new apparel offering will help revive the company and help it start climbing out of the $471 million loss it reported for the first quarter. Sales were down 5 percent at Kmart and 7 percent at Sears in the quarter, and the company’s chairman and CEO, Edward Lampert, said the apparel business continues to be “negatively impacted by a heavily promotional competitive environment.”

Sears expects to release its second quarter results Thursday.