New Women's Brands and Updated Fashions Position Sears as a Must-See Fashion Destination for Fall

This fall, Sears, Roebuck and Co. enhances its apparel offering by introducing three new brands for fashion-conscious women -- Belongings, c.l.o.t.h.e.s. and Latina Life. These new brands complement Sears' existing private label apparel collections - Apostrophe, Covington, First Issue, Lands' End, Parallel and Rena Rowan. Additionally, Sears is launching its Denim Bar, showcasing the latest in premium denims and fit for missy sizes.

Belongings, designed by Liz Claiborne Inc., and c.l.o.t.h.e.s., designed by Jones Apparel Group, are both created for a sophisticated woman who appreciates relaxed styling and easy-care fabrics. Latina Life, designed primarily by Jones Apparel Group under fashion direction from Latina magazine, is an updated brand that appeals to a diverse population of fashionable women looking for beautifully-designed and well-fitted pieces that can take them affordably from work to weekend.

"The addition of these new brands reinforces our commitment to providing women with fresh, exquisitely-designed collections that fit their lifestyles at affordable prices," said Gwen Manto, executive vice president and general merchandise manager for Sears softlines. "Our fashionable dressing enables a woman to get an entire look, whatever her lifestyle, for $100 or less."

The new lines now are available at select Sears stores and select items will be on-line at sears.com.

Sears' new Denim Bar showcases a broad range of premium washes, decorated detail and varied fits in missy sizes from Levi's, Apostrophe and Covington.

For juniors, Sears is introducing American Exchange denim and tops, made exclusively for Sears by Buffalo Jeans. Available cropped, cuffed and full length for $42 - $49, American Exchange denim features elaborate pocket detail with sequins and stitching, in addition to embroidery and self belting.

Trend Spotting

Sears has hit the mark with all the latest fall trends, such as faux fur trims, luxe fabrics, rich textures, gold metallics, shine and chic beading. Women wanting to make a statement this fall can put together a total look with all the stylish "must-have" pieces including shrugs, jackets, embellished jeans and tailored suiting:

   Proportion: Wear cuffed cropped pants with tall boots; pair a three-
   quarter sleeve bolero jacket over a slim pencil skirt; add a beaded shrug
   over a cami with a gaucho or a tiered skirt
   Decoration: Accessorize with bronze, gold and silver; incorporate a
   sequin belt or scarf; Western boots
   Texture: Play with textures by wearing a silk cami over embellished
   jeans; a tweed three-quarter length jacket over a lace trimmed pleated
   skirt.

  About Sears

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 870 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, 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 14 million service calls made annually. For more information, visit the Sears, Roebuck website at http://www.sears.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/ .

NOTES TO EDITORS: For a complete breakout of Sears apparel brands for
women and for images of Sears apparel, visit http://www.searsmedia.com

SOURCE: Sears, Roebuck and Co.

CONTACT: Lee Antonio of Sears, +1-847-286-5569

Web site: http://www.sears.com/
http://www.searsholdings.com/