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Sears today launched "The Many Sides of Me," which celebrates the multidimensional nature of women and re-launches the Sears brand as a fashion destination. "The Many Sides of Me" represents the next step in the company's strategic effort to transform its Softlines businesses and emotionally re-engage women in the Sears brand. "We have executed against a range of initiatives tied to our strategic pillars that have improved our relevance to customers, including engaging them on a personal level," said Scott Freidheim, executive vice president, Operating and Support Businesses, Sears Holdings. "With this launch, we're on a path to 'Feminize, Energize and Digitize' the Sears soft side brand positioning."

The fashion allows women to express their ever-evolving "me's" while the campaign highlights how women achieve their own unique style by offering a curated assortment of strong and versatile pieces that become an essential part of their wardrobes. From must-have perfect denim to statement military jackets and a new take on the quintessential little black dress, Sears has tailored its fashion assortment to match how women move seamlessly through their dynamic lives.

"Our goal of developing a long-term relationship with our customers is underscored by the launch of "The Many Sides of Me," said John Goodman, executive vice president of Apparel and Home for Sears Holdings. "We've taken our inspiration from real women, who aren't willing to compromise on style, value and versatility, and created a platform for them to explore and celebrate their many sides. We're engaging conversations around the multi-faceted modern woman and how she interprets fashion: she's a digital native who focuses on her goals and overall 'framily' (friends + family) and strives to truly achieve balance in work and life." The aspirational nature of the platform will evolve throughout 2011 to include additional fashion-driven Softlines categories in order to meet the dynamic needs of today's consumer.

"We spoke to women in our research and discovered that she believes her 'many sides' are a necessity to survive life: a sense of humor, the smarts to take care of business, the strength to take care of herself, a tough side to weather the bad days, and a soft side to take care of others," said Melanie Henson, chief marketing officer of Sears Apparel. "She could have any number of 'sides' even in a single day, perhaps starting her morning at the gym, then spending most of her day at work, only to find herself on a soccer field afterward followed by plans for dinner in the evening. To stylishly transition through each of those roles requires forethought, not only regarding the statement she wishes to make at any given moment but how she's going to create sufficient versatility to pull it all together."

As an extension of "The Many Sides of Me" print campaign in key September fashion issues, the brand is also collaborating with leading titles Vogue and Lucky and will be featured on their digital shopping platforms. "In the past, Sears has asked women to come to us to see our Softlines offering, but the essence of the new campaign is that the digitally engaged fashion customer wants those first looks to come to her. Mobile is one of the many ways we are reaching out directly to the customer wherever she seeks inspiration and ideas," said Henson. The collaboration will enable customers to shop and buy Sears Fall fashion merchandise on the Vogue Stylist and Lucky at Your Service apps for the Apple iPhone.

Additionally, as part of the ongoing Sears brand strategy of developing personal digital relationships with customers, the campaign features a new digital destination to engage women in the multi-channel "The Many Sides of Me" experience. At TheManySidesOfMe.com, customers can browse the collection, as well as participate in a digital contest that invites women to share their multi-faceted lives and how they make their personal, versatile style work. The campaign's online destination will also include a behind-the-scenes view of the dynamic broadcast campaign, to be unveiled on Sept. 13. Following that reveal, three women will win the Ultimate "Many Sides of Me" Closet, including a personal shopping experience with a fashion stylist and a wardrobe tailored to their lifestyles, selected from the season's best trends and most versatile pieces. The call-to-action offers a voice for women within an engaging community.

For more information and to shop online, visit www.TheManySidesOfMe.com or www.Sears.com/themanysidesofme

Sears Many Sides of Me Contest Rules

NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.), 18 YEARS AND OLDER who did not purchase any equipment for purposes of entering the Contest AND ARE NOT a MEMBER OF the screen actors guild. VOID WHERE PROHIBITED. Enter Contest by: 10/8/10. For Official Rules and prize description, visit www.sears.com/manysidescontest. Sponsor: Sears Holdings Management Corporation, 3333 Beverly Road, Hoffman Estates, IL 60179.

About Sears, Roebuck and Co.

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 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 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. Sears, Roebuck is the 2010 ENERGY STAR Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

First Call Analyst: Westenberger, Richard
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SOURCE: Sears, Roebuck and Co.

CONTACT: Amy Dimond of Sears Holdings, +1-224-735-8983,
Amy.Dimond@searshc.com, or Leah Linder of Euro RSCG Worldwide PR,
+1-212-367-6820, leah.linder@eurorscg.com

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