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Sears, Roebuck and Co. (NYSE: S) is teaming with noted style and fashion expert Lucy Pereda to launch the Lucy Pereda collection, an apparel line that uniquely suits women at work or play.

The Lucy Pereda collection debuts nationally in 227 select Sears stores in mid-September. Customers are invited to check www.searsenespanol.com to see if the collection is available in their area.

"Lucy is in touch with millions of women in the U.S. and Latin America, and she has used those insights to design a clothing line that is modern, feminine and elegant," said Mindy Meads, executive vice president, apparel, for Sears. "The Lucy Pereda collection further strengthens our brands of proprietary clothing, giving our customers even more reason to make Sears their apparel shopping destination."

Pereda's unique career experience -- as a fashion model, designer and entrepreneur, as well as a journalist, producer and author -- inspired her to create the collection for the modern woman with style and attention to detail. Pereda brings her own personal brand of international sophistication and elegance to an apparel line that's bound to catch people by surprise.

As a Latina lifestyle expert, Pereda has helped millions of women find creative ways to decorate and entertain through her weekly home magazine television show, "En Casa de Lucy," for which she serves as creator, host and producer, and her cookbook, "De Mi Cocina."

"This modern, versatile collection represents what I'd like to see in my closet," said Pereda. "I want clothes that not only fit me, but help me express myself. I'm pleased to partner with Sears, one of America's leading retailers, to offer stylish, feminine clothing that will appeal to women of all backgrounds."

The Fall 2003 Lucy Pereda collection includes a black and white pinstriped embroidered jacket ($64) in polyester that can be paired with matching pants ($38), a matching piece gore skirt ($40) or a short pencil pinstriped skirt ($32) that can take today's woman from the office to a lively cocktail party. Each piece comes in sizes 4-16.

The holiday season brings added panache to the Lucy Pereda collection. Velvet pants ($36), detailed with colorful embroidery are perfectly paired with a matching velvet camisole ($28) and satin blouse with matching camisole ($40) for fun, fashionable holiday dressing. Each piece comes in sizes 4-16.

"Overall, Hispanics comprise nearly 20 percent of all customers living within primary shopping areas served by Sears' 870 full-line stores, a number that continues to grow based on U.S. census figures," said Sandra Diaz, Sears director of multicultural marketing. "The Lucy Pereda collection was created with the figures and flair of Hispanic women in mind. We believe Lucy's designs will appeal to all women who want to accentuate their femininity."

Sears operates more than 200 Hispanic-designated stores in its top markets, meaning Hispanics represent the largest customer base for each of these stores. Sears stores serve more than an estimated 20 million Hispanics. In 2002, sales from all Hispanic-designated Sears stores nationwide exceeded $3 billion.

About Sears

Sears, Roebuck and Co. is a broadline retailer with significant service and credit businesses. In 2002, the company's annual revenue was $41 billion. The company offers its wide range of apparel, home and automotive products and services to families in the U.S. through Sears stores nationwide, including approximately 870 full-line stores. Sears also offers a variety of merchandise and services through its Web sites, sears.com and landsend.com, and a variety of specialty catalogs.

SOURCE: Sears, Roebuck and Co.

CONTACT: Media, Willy Medina of Sears, +1-847-286-1624, or Jorgelina
Atucha of RL Public Relations, +1-310-226-8600

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