Sears Launches Celebrity Fashion Unit | License Global

Sears Launches Celebrity Fashion Unit


Sears Holdings has created a new business unit–Shop Your Way Brands–that will focus on the development of entertainment-driven fashion and lifestyle brands.

The first releases from the new division will be the previously announced collections from pop stars Adam Levine and Nicki Minaj, which will be available exclusively on and Kmart.  

"Shop Your Way Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment," says Eddie Lampert, chairman and chief executive officer, Sears Holdings. "We've already seen tremendous initial fan enthusiasm about the Adam Levine and Nicki Minaj apparel lines on, with thousands of members following Adam and Nicki long before their products are available." 

Bernt Ullmann and his team from Star Branding will lead the new business unit, working to develop apparel collections that generate a conversation through the social shopping platform  

"Working with Sears Holdings, Adam Levine, Nicki Minaj and their fans is a very exciting opportunity," says Ullmann. "Our proven ability to create compelling entertainment based lifestyle brands combined with Adam Levine and Nicki Minaj's significant talent, and Sears Holdings' visionary position in retail and online communities create a powerful fashion proposition for the consumer."