By David Gill
The home departments at both Sears and Kmart stores will be awash in color this coming spring.
The two retailers under the Sears Holdings umbrella unveiled their color-centered merchandising program for their home products at an event held at the Bryant Park Hotel in New York City just after Thanksgiving. Under the tag line “the perfect cure for spring fever,” the as-yet-untitled campaign will encompass home furnishings ranging from housewares to tabletop, textiles, hard bath accessories, lighting and luggage.
The program will debut in spring with presentations of all of these products in vibrant shades of purple. Typical of these offerings will be a purple slow cooker and coffeemaker under the Bella brand, which is available at Sears stores; bath accessories under the Kardashian Kollection at Sears and the Essential Home brand at Kmart; and decorative pillows under Kmart’s Sofia Vergara and Jaclyn Smith brands.
Rick Burbee, divisional vice president of product development at Sears Holdings, said the two chains will launch the program with purple because “purple is very prominent right now. Colors are cyclical, of course, but purple has also become a staple in home.”
The program will then evolve into merchandise offered in shades of vivid red and orange. Examples of this grouping include kitchen gadgets under the Sandra by Sandra Lee brand at Kmart; dishes under Sears’ Home Essentials and Colormate brands; and bedding, towels and decorative pillows under Kmart’s Cannon brand.
From there, the program will change again into merchandise offered in shades of blue and green. In this offering, among other products, will be seen Essential Home-branded bath accessories at Kmart; dishes and tumblers under the Sears Colormate brand; cutlery from Hampton Forge’s Tomodachi collection, also at Sears; and outdoor furniture branded as Garden Oasis at Kmart.
Along with the products, both Sears and Kmart will use special signage centered on the colors on display.
Burbee said this program is an entirely new concept for both retail chains. “Color is so compelling,” Burbee said. “You’re drawn to colors when you shop for your home. Also, it’s an easy way for the stores to establish their merchandise in the home area.”