The massive "reinvention"-Sears' fourth home makeover in the past three years-is designed to offer total home solutions to shoppers-hence, the relaunch of furniture this month-with proprietary brands that address distinct lifestyle segments: traditional, transitional and contemporary, Taake said.
It also marks a bold commitment to "owned brands," and a move to capture shoppers with modern tastes that the retailer hasn't addressed, Taake said.
"We're directionally going to an owned-brand strategy," said Taake, who succeeded Steve Ryman as the head of home fashions last year.