Sears CEO Eddie Lampert was equally hopeful about the move, stating that it would "will significantly expand the distribution and availability of the Kenmore brand in the U.S." in a statement this morning.
When asked if we should expect to see the Kenmore brand in additional retailers, Park said only that Sears was focused on its Amazon business at the moment.
The Alexa-enabled Kenmore line will also be sold in Sears stores.
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While the move to Amazon does raise concerns that it may give shoppers even less of a reason to go to a Sears store, the continued decline in traffic and sales across the board indicated that the brand should reach shoppers in more diverse settings.
Amazon, meanwhile, was No. 14 on the TWICE ranking, with $228 million in major appliance sales in 2016.
"Working with Amazon is perfectly aligned with our omni-channel strategy to unleash the power and service of Kenmore and support the brand's growth", said Tom Park, President of Kenmore, Craftsman and DieHard brands at Sears Holdings. That aspect was particularly appealing to Amazon, Amobi said. From there, the company plans to expand to the rest of the country, and hopes to eventually offer two-day delivery for Amazon Prime customers. Officially, these products should only be available through Sears-branded stores and Kmart, and the Amazon partnership marks the first time that Sears will sell its appliances through another retailer.
Sears shares surged more than 13% on the news, but the real story here is how badly its competitors are getting hit.
Shares of Sears Holdings, based in Hoffman Estates, Illinois, just outside of Chicago, jumped more than $1, nearing $10 per share, in premarket trading. The company's stock has lost almost 95 percent of its value in the past decade, from a peak of $195.18 a share in 2007.