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Sears Signs Deal with TV Star Ty Pennington
Jun 17, 2004
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Sears, Roebuck and Co. announced that it has signed an exclusive, multi-year agreement with television star and home design guru Ty Pennington. Mr. Pennington is expected to partner with Sears in a broad range of activities, including advertising, product design and development, merchandising, and support for the company's community outreach initiatives.

"We are very excited to have Ty Pennington join the Sears family. Ty's commitment and imagination extend beyond improving homes, to enriching living experiences for families," said Janine Bousquette, Sears executive vice president and chief customer and marketing officer. "His expertise and dedication are completely in line with Sears' commitment to improving home and family life -- by creating the good life for our customers."

Mr. Pennington is known for his handyman skills as shown on TLC's home design show Trading Spaces and more recently in ABC's Extreme Makeover: Home Edition. He joins Sears' list of celebrity affiliations, which include Bob Vila (Craftsman), Nick Stellino (Kenmore), and Lucy Pereda (apparel).

"As I've gotten to know Sears up close and personal over the past year, it became obvious that their amazing assortment of cool, innovative products and their dedication to customers and their families, makes this a perfect fit for me," Mr. Pennington said.

Roger Detter, Sears senior vice president and general merchandise manager, added: "He is the latest and most dramatic example of the actions Sears is taking to grow our business in ways that showcase the breadth of our relevant, quality products."

The new alliance also includes Mr. Pennington assuming an ambassadorial role for the Sears American Dream Campaign, the company's U.S. $100-million, multi-year commitment to strengthen families, homes, and communities.

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