Gerber Beginnings Newborn Collection to Debut Exclusively in Sears Stores
June 22 2004 - 10:01AM
PR Newswire (US)
Gerber Beginnings Newborn Collection to Debut Exclusively in Sears
Stores HOFFMAN ESTATES, Ill., June 22 /PRNewswire/ -- Sears,
Roebuck and Co. (NYSE:S) is teaming up with the Gerber
Childrenswear division of Kellwood Company to debut Gerber
Beginnings -- "the best place to start(TM)" -- a newborn layette
collection. Gerber Beginnings, a Gerber Childrenswear brand, will
launch exclusively in all 870 Sears stores this month. It includes
soft cotton onesies(R) with coordinating pants, gowns, sleep n'
play outfits, jacket and pant sets, cap and bootie sets, bibs, burp
cloths and blankets. "Gerber Beginnings provides an adorable,
beautifully-designed mix-and- match assortment that will help set
the stage for Sears to aggressively go after the baby business,"
said Meg Ostrom, Sears vice president and general merchandise
manager of kids' apparel. "This special gift-giving product
leverages the heritage and trust of Gerber and Sears by providing
quality at great values. And launching the brand exclusively at
Sears enables moms and gift givers to shop one of their favorite
retailers for kids' apparel and find one of their favorite brands."
"We are confident that the Gerber Beginnings products are as unique
as they are exciting and will quickly capture the attention of moms
and gift givers across the country," said Pat Burns, president of
Gerber Childrenswear. "The synergies between Gerber and Sears make
for a great alliance, with our quality branded products at value
prices being offered at one of America's top retailers." Ostrom
said Sears wanted to partner with Gerber because it is a key player
in the baby category and a trusted brand, with wide recognition
among consumers, both within the general market and among
multicultural customers. The addition of Gerber Beginnings is one
of many strategic enhancements to Sears' kids' departments in
stores across the country this summer. "Sears has been a favorite
shopping destination for generations of moms," Ostrom said. "Now we
are making our kids' department even better, by giving moms more of
what they have said they want, including a better baby brand.
Gerber Beginnings is helping us build an easy-to-shop baby business
for new moms and gift givers." Parents can interchange the
coordinating Gerber Beginnings pieces, which range in price from $9
to $18, during the day or night. Most of the pieces come in sizes
0-3, 3-6 and 6-9 months. The collection debuts in three different
pastel colors -- "Blueberry Ice," "Pink Parfait" or "Lemon Sorbet"
-- with playful prints, intricate embroideries and delicate trims.
Gerber Beginnings will anchor Sears' new-and-improved layette
department, with prominent displays and signing. About Sears Sears,
Roebuck and Co. is a leading broadline retailer providing
merchandise and related services. With revenues in 2003 of $41.1
billion, the company offers its wide range of home merchandise,
apparel and automotive products and services through more than
2,300 Sears-branded and affiliated stores in the U.S. and Canada,
which includes approximately 870 full-line and 1,100 specialty
stores in the U.S. Sears also offers a variety of merchandise and
services through http://www.sears.com/ , http://www.landsend.com/ ,
and specialty catalogs. Sears is the only retailer where consumers
can find each of the Kenmore, Craftsman, DieHard and Lands' End
brands together -- among the most trusted and preferred brands in
the U.S. The company is the largest provider of product repair
services with more than 14 million service calls made annually.
About Gerber Gerber Childrenswear is a division of the Kellwood
Company (NYSE:KWD), a $2.3 billion marketer of apparel and consumer
soft goods. DATASOURCE: Sears, Roebuck and Co. CONTACT: Jenny
Kustra-Quinn of Sears, Roebuck and Co., +1-847-286-3503, or Jeanne
Dullea of Gerber Childrenswear, +1-864-987-5331 Web site:
http://www.sears.com/
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