Sears Opens “Reimagined” Store in Chicago Neighborhood

Sinking retailer Sears believes it has found the formula to keep the business open and possibly head towards a full-blown turnaround. The strategy rests on a brand new, reimagined store design that the company debuted Thursday in a suburban Chicago neighborhood.

Located in Oak Brook, Illinois, the new store was designed specifically for customers in that area and the surrounding communities, Sears Chief Brand Officer Peter Boutros explained in an interview with the Chicago Business Journal. “We are carrying an assortment of merchandise that we believe will appeal to these customers based on our knowledge of the market,” he said.

The redesigned Oak Brook store, which is one of nine Sears locations that remain open in the Chicago area, will carry a wide variety of products that range from shoes and apparel, to mattresses, to sporting goods, smart home technology, lawn and garden items, and more. Additionally, Boutros said there would be a selection of Sears’ key “power brands” available, including Kenmore appliances, DieHard batteries, and Craftsman tools.