Plus-size clothing manufacturer, Penningtons, has just announced that it will be roomies with Sears by introducing lines of its clothing to the mega-department store. This new move is being thought of as a customer-centric approach responding to an underserviced market segment and Sears will be the only Canadian store to offer Penningtons apparel outside of its own stores.
"We're excited to bring Penningtons to Sears because it supports our strategy of working with successful brands that provide immediate credibility and continuity to our apparel offerings," said Calvin McDonald, President and CEO, Sears Canada. "There is a real opportunity for Sears to take a leadership role in serving the plus-size demographic, a segment that has traditionally been underserved. Penningtons caters to a fashion-focused customer, which complements the traditional offering currently available at Sears."
Initially Penningtons will be available in five Sears pilot stores as well as on sears.ca. Penningtons apparel is expected to be introduced in additional Sears locations, and in the Spring general catalogue, in 2014. The move is of course part of Sears transformational mission to build a new core, while also protecting and growing market share in categories where Sears excels among Canadians.
The company has identified the women's plus-size category as a key business and aims to create shops of approximately 4,000 square feet to establish a meaningful and relevant destination for women coast to coast. A substantial portion of this space will be devoted to Penningtons merchandise in the five pilot stores.
Meanwhile, Penningtons is known for offering a wide range of affordable and on-trend fashions starting at Size 14 and, with that, I present a few of their favourite things….