Sears launches home décor catalog and Web site

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Department store chain Sears has launched a new home décor catalog and companion Web site called Simply Indoors.

The 82-page fall edition available on the Web site at puts an emphasis on simple beauty and enduring quality at an affordable price across a wide range of categories. These include bedding, furniture, tabletop, lighting, bathroom accessories, window treatments, children's bedding and kitchenware. Several items are available only through the catalog and site.

Hoffman Estates, IL-based Sears' move makes it the latest multichannel retailer to try to increase its share of the lucrative and growing home furnishings market.

In August, Restoration Hardware launched its Brocade Home brand, which is targeted at the broader value market and mixes vintage and contemporary looks with rich fabrics and materials. And in May, The Home Depot Inc. acquired home décor cataloger Home Decorators Collection.

Some well-known brands, both Sears' own and national ones, are included in the Simply Indoors catalog, such as Kenmore, Ty Pennington Style, KitchenAid, Cuisinart, CosmoGirl and Disney. Also on display are the brands Whole Home, Grace Designs and Everyday Luxe.

Prices range from $7.99 for a plastic junk drawer organizer to $249.99 for a stained and painted oak/black rubber wood pub table and four-stool set.


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