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Sears offers Bonnier's Outdoor Life men apparel line
May '12
Sears and Bonnier Corporation's Outdoor Life announced they have entered a relationship to launch a line of Outdoor Life branded sportswear for men, available in over 800 Sears stores nationwide and on Sears.com, beginning Sept., 2012. The exclusive collection is being designed with the all-American "guy's guy" in mind, a loyal customer of both iconic brands. The products will combine utility, comfort, and quality for the outdoorsman.

"We are thrilled to put Outdoor Life and Sears together to serve outdoor enthusiasts with a distinct line of apparel exclusively for Sears customers," said Bonnier's Chief Brand Development Officer, Sean Holzman.

"The Outdoor Life apparel line will be the first store-exclusive brand for Sears, created particularly with the outdoorsman in mind," said Lana Krauter, senior vice president, Sears Holdings, and president, Sears Apparel. "Through this collaboration, Sears and Outdoor Life will provide outdoorsmen with clothing that fits their lifestyle and their budget with convenient mall based shopping."

"This opportunity offers a perfect extension for the Outdoor Life brand," said Eric Zinczenko, Vice President and Group Publisher of the Bonnier Outdoor Group.

Offering functional yet stylish casual men's apparel, the Sears Outdoor Life collection will include items such as cotton flannel shirts, thermal crews, Henley shirts, hooded fleece zip jackets, cotton canvas cargo pants, and more.

Sears will feature the Outdoor Life brand in stores nationwide in a heavily branded in-store retail space called the Outdoor Life shop. Outdoor Life will promote the line with a comprehensive marketing campaign that includes coverage in the Oct., Nov., and Dec./Jan. issues of Outdoor Life magazine as well as a presence at consumer events, multimedia program opportunities, and integration on its website.

Outdoor Life is the source for Hunting and Fishing Adventure. Outdoor Life is the go-to magazine for sportsmen who want to improve their hunting and fishing skills. Lively service pieces loaded with tips and information provide readers with everything they need to know to be successful right now. And while reader service is key, every issue of Outdoor Life also explodes with adventure stories and true tales from the wild. Outdoor Life is published 10 times a year by the Bonnier Corporation.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation, is a leading broadline retailer providing merchandise and related services.


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