Sears adds to roster in home fashions, electronics

DSN Retailing Today, July 5, 2004 by Laura Heller

HOFFMAN ESTATES -- Sears' executive ranks have been heavily skewed to the operations and finance end of the retail business, but two new recruits with strong merchandising backgrounds are helping tip the scales.

Steve Ryman has been appointed to the post of vp and gmm of home fashions and Tasso Koken joins Sears as vp and gmm of home electronics, both potential growth categories for Sears.

Ryman's background includes time at Kmart, where he was responsible for global operations and new national product launches within the home categories, including Martha Stewart Everyday, as well as stints at ShopKo and the then named Dayton-Hudson Department Stores. Ryman was most recently senior vp for JR United, an importer of home products.

Koken has worked at Cablevision and its CE retail chain, The Wiz, and most recently served as president of consulting company Dreamfield Associates, specializing in strategy and execution issues, and marketing direction. Ryman will oversee the strategy, product positioning, merchandising and buying for national and proprietary brands in home fashions even as the retailer announced two new initiatives in that area.

Sears has signed a partnership agreement with Ty Pennington from ABC TV's "Extreme Makeover: Home Edition" to partner in the areas of product design and development, personal appearances and promotions, advertising, merchandising and community outreach. In addition, Sears is adding a new line of children's apparel and layette products from Gerber. Gerber Beginnings will be exclusive to Sears.

Upgrading home fashions is a priority for Sears and will be resetting the bed and bath departments this year, introducing the Martex and Utica brands and expanding the Lands' End, Whole Home and Colormate lines. According to chairman and ceo Alan Lacy, the chain is currently relaying the bed and bath departments in approximately 400 stores, increasing assortment and introducing "better quality products."

In all, said Lacy, about 75% of Sears' total sales come from home-related products, including appliances, hardware and CE. Home entertainment and CE is benefiting from fixturing in this summer as PC's have been phased out to better focus on key items while using entertainment software to drive traffic and sales in the department.