Having pioneered the mail-order catalog and once serving as the symbol for American retail, Sears has not really been keeping up with big-box competitors like Target, Wal-Mart and K-Mart when it comes to retail offerings. Enter the Kardashians, who will offer the chain an opportunity to dip into the celebrity collaboration trend.
The Kardashian Collection will launch in 400 Sears storefronts in August, and features, according to WWD, "40 apparel pieces, 20 lingerie styles, 60 jewelry items, 30 handbags and wallets, 25 hats and gloves and 12 shoe choices." The line will apparently channel the varying styles of each of the Kardashian sisters, which range from "bohemian" to "rocker." All in all, Sears is betting the collaboration will generate sales of $200-$300 million.
That said, there's a chance all this could backfire: The Kardashians are certainly starting to hit a market saturation point, especially within the fashion industry. Between a Skechers endorsement, the K-Dash line for QVC, the expanding chain of Dash boutiques, perfumes, a deal with FusionBeauty lip plumper, and a recent $75-million lawsuit surrounding the "Kardashian Kard" by MasterCard, it's no surprise that Bebe is re-assessing its relationship with the sisters.
Sears, however, is banking on the girls still do seem to move merchandise. As John Goodman, executive vice president of apparel and home for Sears told WWD, "I think they just keep getting bigger and bigger."