Sears Roebuck (Hoffman Estates, Ill.) has announced plans for a new private-label apparel line. Covington, extending across men's, women's and children's apparel, will debut in the company's'full-line stores in September.
It will replace eight current proprietary brands, including Crossroads, Fieldmaster and Trader Bay. The company said it expects the new line to generate several hundred million dollars of annual volume when it is fully implemented.
The retailer says the Covington collection will provide better-quality, high-value wardrobe essentials with an emphasis on new classic details, including clean designs, updated colors and natural fabrications. It will feature updated classic separates for men, women and children, along with handbags, accessories and men's and women's shoes.
“This new brand represents one part of our overall strategy to improve Sears'softlines merchandise offerings,” said chairman and ceo Alan Lacy. “We listened carefully to our customers and know that they want classically styled apparel with recognizable values to outfit their families.”
“The Covington brand will allow Sears to greatly improve the quality, value and clarity of our mid-range apparel assortment for women, who often are the wardrobe managers for their families,” added Kathryn Bufano, executive vp and softlines gm.
In addition to basics (including turtlenecks and khakis), the line features novelty sweaters, twill pants, corduroy and denim pieces, footwear and leather handbags. The fall collection will also include washable faux suede shirts for men and argyle sweaters with updated designs for women. Items range in price from $10 for children's jerseys to $60 for men's leather boots. The line will also be carried in Sears'Big & Tall Shops for men, which will debut this fall.
Sears says consumer input revealed that classic casual items make up the largest percentage of wardrobes. Research also identified that the new classic customer spends more than the traditional apparel shopper does.
Sears has lost ground in the apparel business in recent years, to competitors such as Kohl's and Target. In its first quarter earnings report last week, the retailer said its apparel sales fell by a percentage in the high single digits, whereas appliance sales remained good.
“The [Covington] name is very British-sounding,” said retail observer Kurt Barnard, president of Barnard's Retail Consulting Group. “It sounds classy, and Sears needed some classiness in its softgoods line.”