Sears Buffs Up Rep(s) as America's #1 Fitness Retailer

The chips are down for Sears, as they have been so often over the last few decades. Its latest round of closings of its Sears and Kmart stores, announced shortly after Christmas, may be the first ring of a death knell that could attend what used to be America's biggest retailer and the namesake of the building that originally was known as Sears Tower, in Chicago.

But Sears continues to go down fighting. In the past, it continually has attempted to offset its failing relevance as a retailer of soft goods and concentrate on areas and brands where Americans continue to rely on Sears, including Kenmore appliances and Craftsman tools.

The latest tactic: taking advantage of Sears' underappreciated but significant role as an outlet for fitness equipment. Few know that the retailer is America's no. 1 seller of fitness equipment, so it's stepping up its attention to the sector through branded content, community and conversation.Continue reading...