Sears Makes A Surprise Turn Toward International Fashion

Sears — in what feels like its ever-evolving attempts to reinvent itself for an increasingly fickle modern world — is changing up what it offers in the apparel department.

Despite having made few recent changes to its physical plant, Sears is piloting a line of in-store concept shops. Called Showcase at Sears, the clothing featured in the store-within-a-store will draw from international style offerings, particularly European and Latin American apparel brands that have never been available for purchase in the United States. The concept shops will offer apparel for all consumers — men, women and children — and will run the gamut of apparel offerings, including accessories and shoes. Showcase at Sears will also attempt to offer a diversity of looks for a variety of contexts, including fast fashion to full professional, with prices ranging from $10 to $175.

“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,” said David Pastrana, president of apparel for Sears Holdings. “Showcase at Sears gives our members access to fresh international trends, styles and fashions at an affordable price — and only found at Sears.”

The new mini-stores will get their first public test drive starting this fall in a handful of New York City area stores. The boutiques will take up about 10,000–15,000 square feet and will be staffed by Sears workers already on premises. SGN Group was Sears’ partner in developing the new stores. The brand works with established European fashion, cosmetic and jewelry brands that look to establish a U.S. presence.

“These brands — each so successful internationally — were eager to launch in America, and the Showcase at Sears is the perfect platform for them to do so,” said Sever Garcia, founder of SGN Group. “Sears is a trusted brand, woven into the fabric of American retail. 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.”

Included in the developing showcase when it launches will be Mexico’s Fiorentina, Denmark’s Jack & Jones, Spain’s Punt Roma and France’s 3 Pommes, among others.