For those about to frock, we salute you! Earlier this week, Sears Holdings announced it had created a new business unit, Shop Your Way Brands, focused on fashion and lifestyle brands with an entertainment dynamic. The initial focus includes new clothing collections from Adam Levine (lead singer Maroon 5, actor and judge on NBC's The Voice) and Nicki Minaj (rapper and judge on American Idol).
"Shop Your Way Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment," said Eddie Lampert, chairman and chief executive officer of Sears Holdings, in a statement. "We've already seen tremendous initial fan enthusiasm about the Adam Levine and Nicki Minaj apparel lines on ShopYourWay.com, with thousands of members following Adam and Nicki long before their products are available."
Bernt Ullmann, president and CEO at Star Branding, will lead the new venture for Sears Holdings. The former president of Phat Fashions works with partners including Tommy Hilfiger, Andy Hilfiger and Joe Lamastra.
"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 online communities create a powerful fashion proposition for the consumer," said Mr. Ullmann.
![[Image: Adam Levine]](/public/images/discussions/16703/adam-levine-still.jpg)