Labelscar picked up an interesting tidbit in the Gwinnett Business Journal about yet another Sears prototype called the “Duluth” model. It joins the laundry list of other Sears prototypes and concepts now in circulation.
![SearsDuluth](javascript:pop_me_up("http://blog.retailtrafficmag.com/retail_traffic_court/wp-content/uploads/2007/08/searsduluth.jpg" , "SearsDuluth", "width=640,height=480,scrollbar=yes,toolbars=no,resizable=yes"))
According to the article, the new Sears, complete with a retro logo, is set up like an “open showroom” with no interior walls. There will also be a “customer solution center” and display areas dedicated to Sears’ major brands, including Lands’ End clothing. The store will also be 13,000 square feet bigger than Sears old prototype stores, which average about 90,000 square feet.
How many concepts does it take for Sears to dilute itself into oblivion. They need to get a grip on who they are and what their identity to the consumer is.