Sears Launches New Plus-Size Line – Offering Modern Style to a Greater Range of Women

HOFFMAN ESTATES, Ill.  (Profitable.com)  Sears is announcing its launch of Beverly Drive, a fashion collection designed with women’s curves in mind. Beverly Drive is a modern, plus-size clothing line that will expand Sears’ style offerings, making the store a go-to destination for any plus-size woman who wants to dress her best, from work week to weekend. Plus-size women across the country can look to Beverly Drive to build or freshen their wardrobes with fashionable tops, bottoms, dresses and denim—designed just for them, at affordable prices. Making its debut this month, the line will be available at Sears stores nationwide, as well as online at www.Sears.com.

“At Sears, we value all of our customers, and celebrate the diversity of our fashionistas,” said John Goodman, executive vice president of Apparel and Home for Sears Holdings. “We are thrilled to add Beverly Drive to our apparel collections so that more women can find the contemporary fashion they want, and feel confident in their purchases.”

Beverly Drive features a range of items, from the fashion must-haves that build a wardrobe to the fashion-forward pieces that complete it. The line is primarily designed with women ages 25 to 45 in mind, though the offering’s size range—from 16W to 24W—has across-the-board appeal. Blending timeless essentials with current trends, the collection offers customers a rewarding shopping experience and endless fashion possibilities. Characterized by femininity, Beverly Drive features novelty details including zippers and antiqued hardware, as well as a sophisticated mix of animal, abstract and floral prints.

“Beverly Drive was designed to provide customers the latest emerging silhouettes that will flatter a real woman’s body at any size and for any occasion,” said Goodman. “We’re striving to make Sears a fashion destination for all women. That goal includes meeting the demands of the plus-size market—and providing our customers with the best selection of beautiful and accessible clothing, period.”

Beverly Drive complements an already substantial assortment of plus-size women’s clothing at Sears, characterized by flattering cuts and stylish designs, in pieces that range from outerwear to shapewear. The addition of Beverly Drive at Sears presents one more opportunity to help women express their personal style and put their best fashion foot forward.

For more information about the Beverly Drive line and to shop online, please visit www.Sears.com.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (Nasdaq: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands’ End — among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2010 ENERGY STAR® Retail Partner of the Year. The company is the nation’s largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.