• Santiago “Chago” Ortiz

The future of Sears's "Kenmore" brand


With the retail business going on a steady decline, comes the unfortunate demise of the once considered “fancy” appliances. Since Sears announced its uncertainty about keeping their doors open, they have struggled to sell their Kenmore brand because people had concerns on whether Sears would be able to service it. After all, what would consumers do if their top-of-the-line washing machine breaks down in a near future? Who would they call to file a claim if Sears is now part of business history? The once retail giant has been looking to sale it’s once glorified asset. Fifteen years ago Sears valued it at $2 billion, U.S. dollars. Now the biggest offer to buy Kenmore was done by Sears CEO and and primary shareholder Eddie Lampert for $400 million.


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