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updated: 4/11/2013 9:36 AM

Sears Holdings creates new fashion brands business unit

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Hoffman Estates-based Sears Holdings has created a new business unit called Shop Your Way Brands, focused exclusively on the development of entertainment-driven fashion and lifestyle brands.

Leading this business unit is Bernt Ullmann and his team from Star Branding, whose partners include Tommy Hilfiger, Andy Hilfiger, and Joe Lamastra.

The business unit will be initially focused on the new collections by Adam Levine and Nicki Minaj, the two new celebrity brands that will be available exclusively on and Kmart.  The new business unit with their unique sense of strategic brand management, which will deliver authentic apparel collections that inspire a social conversation enabled by the social shopping platform. redefines how consumers explore, experience, connect and shop and will power the launch of the Levine and Minaj collections.

"Under Bernt Ullmann and his team's leadership of this new business unit, Shop Your Way Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment," said Eddie Lampert, chairman and chief executive officer of Sears Holdings. "We've already seen tremendous initial fan enthusiasm about the Adam Levine and Nicki Minaj apparel lines on, with thousands of Members following Adam and Nicki long before their products are available."

"Working with Sears Holdings, Adam Levine, Nicki Minaj and their fans is a very exciting opportunity," said Ullmann.  "Our proven ability to create compelling entertainment based lifestyle brands combined with Adam Levine and Nicki Minaj's significant talent, and Sears Holdings' visionary position in retail and online communities create a powerful fashion proposition for the consumer."

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