Sears Bows New Celebrity Branding Unit with Nicki Minaj, Adam Levine

In Industry News, Marketing, What's New by Jeff PrineLeave a Comment

Publicity shot for Nicki Minaj's 2013 MAC VIVA GLAM lipstick line. Her fashion line is scheduled to premiere at Shop Your Way and Kmart stores.

Publicity shot for Nicki Minaj’s 2013 MAC VIVA GLAM lipstick line. Her fashion line is scheduled to premiere at Shop Your Way and Kmart stores.

Hoffman Estates, IL—Sears Holdings, parent to Sears and Kmart, is hoping some headliners made headlines to help its bottom line. On Wednesday, the retailer announced the creation of a new business unit, Shop Your Way that will focus on “development of entertainment-driven fashion and lifestyle brands.”

First up will be new collections at singers Nicki Minaj and Adam Levine, frontman for Maroon 5, both of whom will have collections marketed exclusively on and Kmart. Heading the division is Bernt Ullmann and his team from Star Branding, whose partners include Tommy Hilfiger, Andy Hilfiger, and Joe Lamastra.

According to Edward Lampert, chairman/ceo at Sears Holdings, Ullmann and his team will use their background in strategic brand management to deliver authentic apparel and accessories collections that naturally inspire a social conversation enabled by the social shopping platform. redefines how consumers explore, experience, connect and shop and will power the launch of the Levine and Minaj collections, Lampert said.

“We’ve already seen tremendous initial fan enthusiasm about the Adam Levine and Nicki Minaj apparel lines on, with thousands of members following Adam and Nicki long before their products are available,” Lampert said.

“Working with Sears Holdings, Adam Levine, Nicki Minaj and their fans is a very exciting opportunity,” said Ullmann about the new division. “Our proven ability to create compelling entertainment based lifestyle brands combined with Adam Levine and Nicki Minaj’s significant talent, and Sears Holdings’ visionary position in retail and on-line communities create a powerful fashion proposition for the consumer.”


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