TORONTO, Aug. 24, 2016 /CNW/ - Sears Canada Inc. (TSX:
SCC; NASDAQ: SRSC) today is unveiling a fresh logo to carry the
national retailer forward. This new look represents the most
recent development in a series of strategic initiatives to
re-invigorate and revitalize Sears Canada across all lines of
business from e-commerce to in-store experiences, and from
merchandise selection and curation to marketing communications.
In Canada since 1953, this is
the brand's most dramatic logo transformation in 32 years.
The clean and contemporary logo features a timeless font with
a fresh take on the maple leaf, signaling a redefined modern era
for the brand.
"We are proud to unveil this symbol of reinvention for Sears
Canada," said Brandon G. Stranzl,
Executive Chairman, Sears Canada Inc. "Sears is changing, and
our new logo asserts the modern and streamlined image and consumer
experience for which we are striving in-store and online."
The logo made its first public appearance at the Promenade Mall
store in Thornhill, Ontario and
the Mapleview Centre store in Burlington,
Ontario, earlier this summer as part of significant
renovations taking place at those locations that are designed to
re-engineer the Sears shopping experience. These two stores
are the prototype for what Sears has referred to in previous news
releases as its Sears 2.0 stores, focusing on moving Sears physical
retail stores to a more productive model, with a customer-focused
assortment and a more flexible layout to optimize productivity and
in-store experience. The initial iteration of this new store
concept is expected to be completed in September for Promenade and
in November for Mapleview.
Over the coming months, consumers can also expect an improved
online shopping experience resulting from significant e-commerce
enhancements as well as the introduction of new name brand fashion
lines, all focused on the goal of providing consumers great quality
products at amazing prices.
Sears Canada, which employs
more than 17,000 Canadians with 154 corporate stores and 106
Hometown stores nationwide, is committed to evolving and
modernizing its business model in order to better compete in
Canada's fiercely competitive
retail landscape.
Ontario and Alberta residents will see the logo appear
during store renovation projects and the pilot testing of the new
e-commerce site this summer. Canadians across the country can
expect to see the new logo later in the fall, when the website is
rolled out nationwide, and on newly designed Sears shopping bags,
Catalogues, and retail store flyers.
The Sears Brand Evolution
The Simpsons-Sears Era:
1953 – 1973 (logo images available on attached PDF).
The
first iterations of the logo carried the names of Sears Canada's
two founding parent retail companies.
Dropping the "Simpsons:" 1973 – 1984 (logo images available
on attached PDF).
To reduce brand confusion with existing
nearby Simpsons stores, the Company moved its branding and
marketing materials to feature the Sears name as a stand-alone.
Independent with a new look: 1984 – 2016 (logo images
available on attached PDF).
Sears Canada formally changed its corporate name to
Sears Canada Inc. in 1984 and adopted a new logo. In 1996,
the brand added a small maple leaf, demonstrating its Canadian
identity in a more prominent manner.
About Sears Canada
Sears Canada is a multi-channel retailer with a
network that includes 154 corporate stores, 106 Hometown stores,
over 1,100 catalogue and online merchandise pick-up locations, 82
Sears Travel offices and a nationwide repair and service
network. The Company also publishes Canada's most extensive general merchandise
catalogue and offers shopping online at www.sears.ca.
SOURCE Sears Canada Inc.