Sears Plans Outdoor Men's Line

Sears and Bonnier Corporation's Outdoor Life have partnered for a line of Outdoor Life branded sportswear for men, which will be available in more than 800 Sears stores nationwide and online in September.

The Sears Outdoor Life collection will include items such as flannel shirts, thermal crews, Henley shirts, fleece jackets, cargo pants and more.

"The Outdoor Life apparel line will be the first store-exclusive brand for Sears, created particularly with the outdoorsman in mind," says Lana Krauter, senior vice president, Sears Holdings, and president, Sears Apparel. "Through this collaboration, Sears and Outdoor Life will provide outdoorsmen with clothing that fits their lifestyle and their budget with convenient mall-based shopping."

Sears will feature the Outdoor Life brand in stores nationwide in a heavily branded in-store retail space called the Outdoor Life Shop. On their end, Outdoor Life plans to promote the line with coverage in upcoming issues of Outdoor Life magazine, as well as a presence at consumer events, multimedia program opportunities and online integration.