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Kenmore®, the nation's leading appliance brand known for quality and dependability for more than 80 years, will display its new brand vision and full line-up of innovative and energy efficient products, at the 2010 International Builders' Show (IBS), taking place Jan. 19-22 in Las Vegas, NV. A visit to the Sears booth C2419 will provide a hands-on opportunity where attendees can interact with the new line of Kenmore and Kenmore Elite® High-Efficiency Front-load laundry products, while learning all about the new design and technology (For a sample of the products, please see below).

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Each day during IBS, Kenmore will share its vision for the future through daily presentations from its designers, engineers and executives. They will provide perspective on the new direction the brand is taking as well as share 'behind the scenes' details on the creative process and development of the new Kenmore High-Efficiency laundry appliances. Presentations will take place on Jan. 19th at 2:30 p.m. and Jan 20th at 10 a.m. and 2:30 p.m.

In addition to its presence in the Sears booth at IBS, Kenmore will feature advances in green and technology in the NextGen Home Experience for the first time. The brand will display its latest laundry and kitchen products in the real home environment of the NextGen Home, where show attendees and members of the media can learn more about the products, including their sophisticated and stylish designs, unique functionality and breakthrough energy efficient capabilities (For a sample of the products, please see below).

"Our participation in the NextGen home further reflects and emphasizes our dedication to providing forward-thinking ideas and innovations that will foster change in the way consumers engage with their appliances," said Guenther Trieb, President of the Brand Business Unit at Sears Holdings.

"Consumers expect appliances to give them results that are better, faster and more convenient than ever before - without a hefty price tag," said Betsy Owens, vice president and general manager of Kenmore. "We have listened to customer feedback on what they want from their appliances, and this year at IBS, we are taking the brand to the next level with new innovations, energy efficient capabilities and eye-catching designs tailored to fit the lifestyles of customers."

As part of the brand's commitment to creating a better, more engaging consumer experience, Kenmore recently introduced a new, interactive Web site (Kenmore.com) with great design tips, product information, tasty recipes and the Kenmore "community." The Web site aims to address consumers' needs in a fun and creative way and offers unique capabilities such as a consumer-friendly product finder that simplifies the decision making process by guiding consumers through their options with an easy to use tool. Beginning in late January, Kenmore will begin airing new commercials with the tagline "That's Genius." The advertising campaign builds on the revitalized brand image and brings the new vision of the brand to life in full color.

"Our modernized brand positioning is reflected in all of our new products, incorporating more functionality and sophisticated design elements then ever before," said Lori Wood, Director of Product Management for Kenmore. "The new line of high-efficiency front-load laundry products are challenging existing laundry paradigms by taking fabric care and convenience to the next level. For example, they provide the customer with customizable interfaces, highlighted with engaging sounds and color accents to make laundry not only easier, but a pleasant experience. On top of the design elements, we also gave customers more control of the outcome with more setting options and five revolutionary wash motions that offer more custom cleaning and care than ever before."

Kenmore will feature a wide range of products at IBS in the Sears booth, including cooking, refrigeration and laundry appliances. A sampling of the product highlights include:

  Laundry
  --  Kenmore Elite Steam Careâ„¢ Dryer with SmoothTouchâ„¢ Controls
  --  Kenmore Elite Steam Careâ„¢ Washer with Smart Motionâ„¢ Technology
      and SmoothTouchâ„¢ Controls

  Kitchen and Small Appliances
  --  Kenmore Elite Stainless Steel Kenmore Elite 30 inch Freestanding
      Induction Range
  --  Kenmore Elite 30 in. Double Wall Oven
  --  Kenmore Elite 36 in. Induction Cooktop
  --  Kenmore Elite Dishwasher with Ultra Wash HE Technology
  --  Kenmore Elite 27.6 cu. ft. Bottom-Freezer Refrigerator
  --  Kenmore Elite 21.0 cu. ft. Bottom-Freezer Refrigerator
  --  Kenmore Elite Trio in Black Stainless Steel
  --  Kenmore Elite Stand Mixer
  --  Kenmore Elite Induction Portable Cooktop
  --  Kenmore Elite Grinder-Brewer Coffeemaker
  --  Kenmore Elite Juicer
  --  Kenmore Elite Contact Grill

  Water Care
  --  Kenmore Elite Premiere Reverse Osmosis Drinking Water System
  --  Kenmore Elite Central Whole Home Water Filtration System
  --  Kenmore Elite 420 Series Water Softener

  Kenmore Elite appliances that will be featured at NextGen Home include:
  --  Kenmore Elite Steam Care Washer with Smart Motion Technology &
      SmoothTouch Controls
  --  Kenmore Elite Steam Care Dryer with SmoothTouch Controls
  --  Kenmore Elite Bottom-Freezer Refrigerator
  --  Kenmore Elite Freestanding Range with Induction Technology

For more information on the Kenmore products, please visit www.Kenmore.com or www.Sears.com.

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. 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.

For additional product fact sheets and images, please contact Jemini Patel.

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SOURCE: Sears, Roebuck and Co.

CONTACT: Larry Costello of Sears Holdings Public Relations,
+1-847-286-9036, larry.costello@searshc.com; or Jemini Patel of Euro RSCG
Worldwide PR, +1-212-367-6829, jemini.patel@eurorscg.com

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