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Sears to Ring Up Paint Again

Thursday, September 1, 2016

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Venerable American department store Sears has announced it will reintroduce paint sales in its stores, four years after phasing the product out.

A pilot program at 23 Sears stores will bring back the Weatherbeater and Easy Living brands, and introduce a line of finishes from the Craftsman brand as well.

Midwest and Northeast Pilot

Sears cites a strong housing market and growing home-improvement demand for the decision to revive paints.

Sears store
Sears Holdings

Paint sales will be rolled out to 23 stores in the Midwest and Northeast initially.

Paints will be offered at a group of stores in the Midwest and Northeast initially, then the company expects a larger rollout.

"After stepping away from the paint business in 2012, we are seeing the demand from our customers to bring it back," said Dean Schwartz, vice president of the Tools, Lawn and Garden division of Sears. He added that Sears stores will be utilizing “updated paint mixing technology.”

Three Brands

Weatherbeater is a line of exterior paints that, Sears notes, features fade, mold and mildew resistance. Available in more than 1,200 color options, the products retail at price points from $13.99 to $33.99.

Easy Living, the store’s interior brand, is also available in over 1,200 colors and is touted by the company for its stain resistance and washability. Sears says Easy Living products will range in price from $2.49 to $28.99.

Crafstman Direct to Metal spray

Sears is introducing paints from the Craftsman brand, historically a line of tools and machinery.

The new Craftsman line is geared toward more heavy-duty jobs, offering canned enamel paints and rust-preventing aerosols. The brand will feature products retailing from $5.99 to $32.99, and is recommended for use on materials including concrete floors and metals.

The Craftsman brand, nearly 90 years old, has historically included tools and machinery.

Sears History

Sears was founded in 1886 and was at one point the largest retailer in the U.S. The company merged with Kmart in 2005, forming Sears Holdings.

Last week, Sears announced a quarterly loss of $395 million; earlier this year, Sears Holdings announced it would close 10 Sears stores and another 68 Kmart locations.


Tagged categories: Coatings manufacturers; Exterior coatings; Interior coatings; Marketing; Metal coatings; Retail

Comment from Donald Molinari, (9/1/2016, 9:25 AM)

Anyone know what paint manufacturer is providing their paint?

Comment from Andy Mulkerin, (9/1/2016, 10:24 AM)

Hi Donald et al -- D+D inquired about the manufacturer Sears is working with, and a Sears rep declined to identify the vendor, citing competitive reasons. Thanks for reading!

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