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Furniture, mattresses and appliances to be growth drivers for Sears Canada in 2012 PDF Print E-mail
Written by Michael J. Knell   

TORONTO (26 March 2012) - Sears Canada will open its first new Sears Home store in almost a decade later this spring, part of its strategy to capitalize on its position as a leading retailer of furniture, mattress and major appliances to reverse sagging sales. It will also finally introduce white goods specialist Corbeil Électromenagers to consumers aside of Quebec, most likely in the Greater Toronto Area.

These were among the promises the publicly-held, multi-channel retailer made to shareholders in its new released Annual Report for its 2011 fiscal year.

As part its Build the Core strategy - launched by Calvin MacDonald, who was appointed president and chief executive officer last summer - Sears Canada has already taken the first steps in this effort with its recent decision to reduce prices on wide range of big ticket home goods by as much as 30%.

It also launches its Price Protection Plus guarantee. Under this program, if a Sears's customer finds a major appliance, mattress or furniture item she has purchased at any Canadian competitor at a lower price, Sears will match and beat the difference by 10% -- up to 60 days after the sale.

The Ottawa Sears Home store will move into a new 68,000 square foot in a regional power centre this coming June. Sears will use this use new store to introduce what it calls "industry leading presentations" of furniture, mattresses and major appliances as well as its new customer service standards. The old Ottawa Home Store covered 42,000 square feet.

The company's 48-unit Sears Home network will also have its own flyer program this year. MacDonald noted "customers view this format differently than the department store and expect a dedicated approach to advertising."

An upgraded assortment of big ticket home will also play a key role in the upgrade and expansion of the company's 285-unit hometown dealer format stores. These independent merchants service smaller communities across the country.

Although the company didn't commit itself to an opening date, the 30-store Corbeil appliances network will expand beyond its traditional Quebec base to other markets including the Greater Toronto Area. However, the company didn't say whether it would continue to be a franchise-driven network. Currently, 19 of the 30 stores are franchises.

MacDonald said the company's "aggressive ‘attack plan for both appliances and mattresses" will included uplifted advertising, associate training, innovative financing and ‘after-sale' service enhancements.

"Sears is a leader in these categories and is determined to maintain its market leading position," he told shareholders.

Sears Canada also operates four appliance and mattress specialty stores; three in Ontario and one in Western Canada.

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Picture of the Day
LazyBoy-Award-Bennetts (PD02Jul14)

Marlaine (far left) and Eric Bennett, owners of Bennett’s Home Furnishings are seen here accepting their award as the leading multi-store Comfort Studio dealer in North America in 2013 from Bob Ireland, vice present of La-Z-Boy Canada. Looking on (at right) are Jasmine Bennett and Tyler Steeves. Click here for our report.



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