Is the Reopened Burbank Sears a Comeback or a Letdown?

In late October, Best Life reported that Sears reopened a store in California, but so far it has received a lot of criticism from shoppers.

Though many retailers have filed for bankruptcy in recent years — including Bed Bath & Beyond, David's Bridal, and Tuesday Morning — the gradual descent of Sears has been uniquely heartbreaking. This once cherished department store chain has seen its presence shrink from a sprawling network of thousands to a mere smattering of outlets. Attempts at a resurgence appear futile, as a recently revived branch has come under heavy fire from disgruntled Sears customers.

The story of Sears' ascent and descent stretches across multiple decades. In 2010, Sears Holding Corporation was at the helm of over 3,500 Sears and Kmart stores, a result of a merger from the early 2000s, as reported by Business Insider. However, by October 2018, the corporation had been plunged into bankruptcy, with fewer than 700 stores remaining at the point of filing.

The following years saw an even more drastic decline in the number of stores. By the middle of this year, it bid farewell to its last standing stores in several states, such as North Carolina, Pennsylvania, Colorado, and Louisiana. As of Oct. 26, ScrapeHero reported that the department store network has dwindled to a mere 12 locations nationwide: four in California (including the revived store), three in Florida, and solitary stores in New Jersey, Texas, Massachusetts, Puerto Rico, and Washington.

While the Sears saga seemed to be one of relentless decline, an unexpected twist materialized in the rejuvenation of this store in California. Earlier this year, rumors began to circulate regarding the resurrection of a previously closed Sears store in Burbank, California, nestled within Los Angeles County — a store that had shut its operations in December 2022, according to CoStar News.

The general manager of Burbank Town Center, Eric Maenner, corroborated these rumors, revealing to the media that there were indeed plans for a "soft opening" of the expansive, three-story Sears store located at 111 E. Magnolia Blvd. The site aroused curiosity over time, as passersby noted indicators of revival, including signs reading "Rediscover Sears" and what seemed like replenished shelves, visible through the second-story window.

On Oct. 22, these rumors ceased to be mere speculation when the once-defunct Sears store opened its doors, delighting customers with a soft launch, as reported by KTLA.

However, it would be premature to herald this as a comeback for Sears. The department store's recent resurgence has already been subject to much backlash from shoppers on social media.

One Reddit user took to the r/LosAngeles subreddit on Oct. 22, describing the Burbank Sears' grand opening as "the saddest thing I've ever seen," accompanying the lament with photographs of barren shelves and limited stock. "I was excited to check out the store. A cashier told me they spent ten months remodeling it, but I can’t figure out what was changed besides the inventory," the user continued. "The carpet is filthy and the drop ceiling was stained with missing pieces. The registers, counters, price-checker, basically everything was dated and old. Ignoring all that, there was a severe lack of inventory missing all throughout the store."

Despite the prevailing criticism from this user and others, some consumers present a contrasting narrative about the department store's resurgence. In response to a Facebook post about the store's reopening, a customer expressed their delight, calling it a fulfillment of a long-held wish for the area. They recounted, "It looked great, I was there today. Everyone seemed genuinely happy to be there! The employees were tending to the dressing rooms...You even had holiday items! What a great event."

In the thread of the Reddit post, others advised taking a more hopeful stance toward the store's future. One of them noted, "From my understanding, it’s a soft opening, there is really no press about it. I think they’re just trying to work kinks out with their business before they go live, officially."

Hopefully, retailers like Sears will be able to learn from past mistakes and evolve with the times for more success than failure.