Published: Fri, July 21, 2017
Finance | By Laverne Griffith

Sears Begins To Sell Kenmore Brand Appliances On Amazon

Sears Begins To Sell Kenmore Brand Appliances On Amazon

With this deal, Sears is looking to expand its reach and grow the Kenmore name brand.

For Sears, it marks the biggest distribution of Kenmore appliances outside of its brick and mortar stores and comes as Amazon continues to invade traditional retailers' space.

In what might be the first good news for department store brand Sears in years, its appliance brand Kenmore is now available on Amazon, including smart air conditioners with Alexa integration.

Another thing getting investors pumped up was the announcement that Kenmore appliances will be integrated with Amazon's artificial intelligence system, Alexa.

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It's not clear when other Kenmore smart appliances, like its refrigerator, washer and dryer, will become available on Amazon.

Linking its smart appliances with Alexa may also raise the company's visibility. However, the goal is to expand that to every home appliance in the company's line-up. And by 1995, 25% of the major appliances sold in the U.S. were Kenmore. Sears shares are up 8.3% in premarket trading. "We're excited that Kenmore has added Alexa functionality to these products and we think customers will love the convenience of cooling their home, starting their laundry, and more, using only their voice". The company plans to shutter almost 300 Sears and Kmart stores this year, but is experimenting with smaller format locations, having opened its first Sears Appliances & Mattresses store in Texas.

"Working with Amazon is perfectly aligned with our omni-channel strategy to unleash the power and service of Kenmore and support the brand's growth", Tom Park, President of Kenmore, Craftsman and DieHard brands, said in a statement.

CEO Eddie Lampert said the company's brand will benefit from reaching a wider group of customers.

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