Sears Names New VP of Home Electronics
Jun 2, 2004
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Retailer Sears, Roebuck and Co. has named Tasso Koken to the post of vice president and general merchandise manager of home electronics. Mr. Koken will be responsible for business strategies, merchandising activities, new product, and business growth opportunities and development of marketing and promotional strategies.

During his 25-year career in electronics retailing, Mr. Koken led the successful expansion of regional electronics retailer The Wiz, later acquired by Cablevision Systems Corporation. He most recently served as president of Dreamfield Associates, LLC, a consulting company that assists clients with strategy and execution issues and marketing direction.

Sears said Mr. Koken joins the company at a pivotal time for Sears' home electronics business. Said to be the third largest retailer of big screen TVs, Sears currently sells televisions, digital products, camcorders, video equipment, video games, and flat screen TVs. During the summer, Sears said it will reposition its business to increase market share. It plans to edit merchandise assortments, remodel departments to make them easier to shop, and add frequently purchased items, such as DVD movies to drive traffic into the store.

Mr. Koken will report to Dan Laughlin, Sears' senior vice president and general merchandise manager of appliances and home electronics.

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