Sears will become the exclusive national chain supplier of Whirlpool's Jenn-Air appliances, it announced yesterday, as the retailer begins an aggressive move into high-end kitchen appliances and
attempts to take share from big-box competitors, Sandra M. Jones reports. Jenn-Air will no longer supply appliances to Home Depot and Lowe's by Jan. 1, according to Ann Fandozzi, Sears vp of sales and
marketing.
A new line of 17 cooktops, ovens, dishwashers and built-in refrigerators will arrive in 225 of Sears' biggest stores by Nov. 15, but there's also long-term component to the
strategy. "If Depot and Lowe's are not on the grid anymore, that replacement business will gravitate to Sears," says Doug Moore, president of Sears' appliance division.
The appliance
business, particularly the in-house Kenmore brand, remains at the heart of Sears' business. It accounted for about 15% of revenue last year.
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