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Sears today announced a new communications initiative that builds on its brand equities to appeal to today's American family. At the heart of the effort is the belief that, even in today's economy, people still have dreams for a better life. Sears' commitment to its customers is that through its quality services, products and solutions - they help improve the lives of Americans. This idea is captured in Sears' new tag line: 'Sears. Life. Well spent.'

With a broad array of products and services to outfit both the family and their home, Sears is uniquely positioned to help American families achieve their dreams for a better tomorrow. With updated national brands complementing its market-leading proprietary brands, Sears also stands behind its products with a vast service network and industry-leading guarantees like KidVantage (that replaces kids' worn-out clothes before they outgrow them - for free) and the Sears Total Satisfaction Guarantee (which accepts home and apparel returns for up to 90 days).

Sears makes it easy to outfit the whole family, while also keeping budget in mind with its strong selection of national brands, including Levi, OshKosh, Carter's, Lee and Jordache, along with Lands' End, its exclusive national brand.

"Consumers today know it's about more than low prices. Price is important, but it's also about earning our customer's trust - that what you buy is going to last and bring a measure of happiness to your life," said Don Hamblen, vice president, chief marketing officer, Sears. "'Life. Well spent.' voices that optimism that Sears has by enriching our customers' lives. We're constantly examining every level of our brand experience so that our customers will not only find what they want at prices they expect, but also with the confidence in knowing it doesn't stop there."

In addition to the new tag line, Sears is unveiling a seasonal campaign to run in conjunction with its popular and successful Blue Appliance Crew work. This new campaign for Sears' soft lines appeals to the notion that conspicuous consumption is out of sync with today's world. Sears is tapping into the belief that fashion doesn't have to come at the expense of living well.

The well-known Sears Blue Appliance Crew, which brings the human element of service to life by providing everything from competitive price comparisons, reliable repairs and installation, will also headline the new communications initiative. Sears offers one of the industry's widest selections of home appliance brands available, from its exclusive Kenmore brand to GE, LG, Bosch, Electrolux, Samsung, KitchenAid and many others. The Blue Appliance Crew has been expanded to offer further service and knowledge in home appliances and now in lawn & garden.

Additionally, one of the ways that 'Life. Well spent.' is brought to life is with Sears' new capability: ShopYourWay. It is a strategy to help customers take advantage of the unique collection of multi-channel shopping capabilities offered by Sears Holdings. Each channel is designed to create lasting relationships with customers by empowering them to manage their lives - at a fair price and with superior quality and service. Customers can select merchandise however and whenever it fits into their schedules, through multiple purchase opportunities, including Sears.com, Sears2go, Web to Store, Store to Web, 1-800-4-MY-HOME and in-store visits. Its expanded selection of jewelry, apparel, electronics, tool, shoes and power lawn & garden equipment are now always available on Sears.com.

The 'Life. Well spent.' communications initiative features a diversified media mix of national television and radio spots, and online media, geared to the personalized desires and tastes of each shopper. The ad campaign launches today, March 18, with Sears' new Spring Fashion Statements commercial, scheduled to air on top-rated primetime network television programs.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,800 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart. We are the nation's largest provider of home services, with more than 12 million service calls made annually. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation. For more information, visit Sears Holdings' Web site at www.searsholdings.com.

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SOURCE: Sears, Roebuck and Co.

CONTACT: Beth Pagano of Euro RSCG Worldwide PR, +1-773-294-5356,
beth.pagano@eurorscg.com, for Sears, Roebuck and Co.; Tom Aiello of Sears
Holdings, +1-847-286-7387, taiell1@searshc.com

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