Sears kicks off celebrity-driven unit

04/10/2013 | Chicago Tribune (tiered subscription model)

Sears Holdings announced the launch of a new business unit called Shop Your Way Brands with new clothing and lifestyle lines from pop stars Adam Levine and Nicki Minaj, which will be available only at Kmart and on ShopYourWay.com. Bernt Ullmann, CEO of celebrity management and licensing consulting firm Star Branding, has been tapped to head the new venture.

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