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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/