Sears Buys Structure From Limited Brands

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Sears, Roebuck and Co., Hoffman Estates, IL, announced yesterday its acquisition of the Structure brand from Limited Brands Inc.


Financial consideration was less than $10 million, the company said. Sears anticipates Structure merchandise to be in Sears stores by the end of 2004.


Sears apparel brands include Lands' End, which was rolled out to all Sears full-line stores nationwide this fall; Apostrophe, a lifestyle collection with a feminine, career emphasis; Covington, a family-oriented casual brand; and CRB, the company's private brand of denim for juniors and young men. Last week, Sears announced the launch of a new women's apparel line by Lucy Pereda, described as a Latina fashion designer and lifestyle expert.


"Structure has a loyal brand following with young men 20 to 35, and we believe that it will fill a void in our apparel offering to customers," spokesperson Lee Antonio said. "We think it's going to complement our existing brands.


"It fills a niche. It will help us attract a new and younger customer. The Lands' End and Covington customers are a little older and a little more 'classic' in their fashion approach. The Structure customer is looking for more fashion."


Structure includes young men's casual apparel. There are no plans for the brand to be included in the company's catalogs.


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