Sears & Edwin Watts Golf Joins Forces To Create Golf Industry's First 'Store-Within-A-Store' Retail Model

FORT WALTON BEACH, Fla., April 22 /PRNewswire-FirstCall/ -- Sears Holdings (Nasdaq: SHLD), one of the nation's largest broadline retailers, today announced a multi-year agreement with Edwin Watts Golf Shops, LLC, one of the world's largest specialty golf retailers, to establish the first U.S. based "store-within-a-store" retail model for the golf industry.  As a result, Edwin Watts will open 12 new service-oriented golf shops inside of existing Sears stores in key locations nationwide.

The first Edwin Watts Golf Shop is scheduled to open in the Murray, UT Sears location by May 31, 2010, and will be followed by openings at Sears store locations in Hicksville, NY; Falls Church, VA and Friendswood, TX.  Following the initial openings, eight additional Edwin Watts Golf Shops are slated to open at Sears store locations in Maryland, Illinois, New York, Florida and Kentucky.

"This first-of-its-kind partnership with Sears is a significant development in the golf industry as it expands the access of service-oriented golf retail to all levels of golfers, while helping to drive new players to the game," said John Watson, Chief Executive Officer, Edwin Watts Golf Shops.  "We chose to partner with Sears based on our strategic need for a mall-based retailer with a national footprint, as well as affiliations with leading brands such as Craftsman Tools and Nordic Track, which strongly align with the golfer demographic."

"Sears Holdings is very pleased to welcome Edwin Watts Golf Shops into our Sears locations.  We believe they are the perfect complementary retailer to our expansive sporting goods business and we look forward to seeing them surprise and delight customers with their first-class array of products and customer service," said Jeff Stollenwerck, Sears Holdings' president of Real Estate.

Each Edwin Watts Golf Shop housed inside a Sears location is designed as a specialty store format with footprints ranging from 2,700-3,000 sq. ft., while offering the familiar layout and shopping experience as the Company's free-standing golf shops.  The shops, which will be strategically positioned near other major Sears departments (electronics, tools, appliances, sporting goods), will be staffed by Edwin Watts Golf associates, all with deep experience and training in golf equipment and technologies, the golf industry, professional fitting and customer service – key differentiators for the Edwin Watts Golf brand, and the "store-within-a-store" concept.

Each store will feature select product assortments in golf equipment & apparel, electronics and related golf accessories from top brands such as Callaway, TaylorMade, Titleist, FootJoy, adidas Golf, Cleveland, Cobra, Adams, Wilson, Champions Tour and others.  The shops will present consumers with a service-based, interactive golf experience showcasing product testing, via an in-store putting green and hitting bay, game improvement clinics, expert golf club and golf ball performance fitting, the latest equipment technology, apparel styles, other innovations and much more.  In addition, customers who carry the Sears credit card will have the ability to use their credit card for in-store Edwin Watts Golf Shop purchases at the participating locations.

Adds Watson, "The partnership between Sears and Edwin Watts Golf Shops presents a major advantage for today's leading golf equipment companies, offering a new channel of distribution within a retail brand that offers tremendous equity value and global recognition.  As the golf industry is seeking opportunities to increase participation and interest across all demographics, this retail model will allow a new audience of consumers to experience golf each time they visit their local Sears store."

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,900 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance.  Sears Holdings is the 2010 ENERGY STAR® Retail Partner of the Year.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 12 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com.

About Edwin Watts Golf

Edwin Watts Golf Shops, LLC (an affiliated portfolio company of Sun Capital Partners, Inc.), headquartered in Fort Walton Beach, Florida is one of the world's premier specialty golf retailers. The company operates as an integrated, multi-channel retailer, offering the freshest assortment of brand name golf equipment, apparel, and accessories through its 70+ domestic Retail Locations, eCommerce Internet site (www.edwinwattsgolf.com), Telephone/Catalog/Direct Mail sales (1.800.874.0146) and Digital Catalog (www.edwinwattsgolf.com/catalogs). Edwin Watts Golf touts a team of highly experienced and knowledgeable sales associates who can assist customers of all skill levels with lessons, performance fitting, special orders and repair services. The combination of the highest level of customer service, price match guarantee and reputation as the most trusted retailer in golf for over 42 years has earned the organization the right to be known as America's Golf Club.

SOURCE Edwin Watts Golf Shops, LLC

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