A fresh look at Sears
New Sears Canada CEO Calvin McDonald is shaking things up in the retailer's suburban markets
New Sears Canada CEO Calvin McDonald guided media through the refreshed Sears store in Upper Canada Mall to show off some of the changes.
One of Mr. McDonald's strategies is to reduce duplications; for instance, stocking five pairs of black men’s socks and five pairs of orange and other colours instead of 10 pairs of black socks.
Some of the changes at Sears' suburban stores include a brighter look, wider aisles for better flow, streamlined offerings and the addition of new brands.
One of the new, brighter displays recently unveiled at Sears in the Upper Canada Mall in Newmarket, Ont.
'I want Sears to be noticed,' says Sears Canada CEO Calvin McDonald. 'I want people to know we’re here to fight -- we’re not going away.'
A new slogan on the walls at the Sears store at Upper Canada Mall is part of the redesign.
Mr. McDonald stops by a display of colorful polos for men.
The retailer plans to give a soon-to-be-named advertising agency the mandate to consider replacing Sears' blue and white logo with something less conservative.