Sears turns to best-known brands to woo more shoppers

Sears, heading into its first holiday season since filing for bankruptcy, is declaring that it’s open for business by bearing down on what it’s best-known for, from its tools to its legendary “Wish Book.”

For the first time, no matter where shoppers buy a Craftsman tool, they can take it to Sears to be replaced. Shoppers can click on the digital version of Sears’ holiday gift guide and make a purchase. And technicians making a house call will leave circulars highlighting holiday deals.

“Even though we’re in bankruptcy, we are not on our heels,” says Peter Boutros, chief brand officer for Sears and Kmart. “We are leaning in to the holiday to win ... It is part of our strategy to exit Chapter 11.”

Sears Holdings, parent company to the iconic Sears store chain as well as Kmart, filed for Chapter 11 bankruptcy protection last month in part because it couldn’t compete with rivals who offered similar products at a better price or a better experience.

Now, Sears is trying to make the most of products and services that retained some popularity even as the retailer lost sales and relevance.

Sears sold its Craftsman brand, but it is expanding its replacement policy to allow shoppers who buy the tools elsewhere to return them to a Sears store.

Sears also is adding a twist to its “Wish Book.” Shoppers can click on images in the digital version of the catalog and tick items off their gift lists.

And the retailer is tapping into its Sears Home Center mechanics to spread the word about the deals and sales events for the holiday season.

There will be changes in the new year, including the Kenmore brand lending its name to cookware and tableware, and new Diehard-branded products.