Sears (2012)
THE REASON: The cost to market two brands and maintain stores which overlap one another geographically must be in the hundreds of millions of dollars each year, and 24/7 Wall St. noted that employee and supply chain costs are also gigantic. The path the publication felt Sears Holdings CEO Lou D’Ambrosio was likely to take was to consolidate the two brands into one, keeping the better performing Kmart and shuttering Sears.
TODAY: Sears Holdings is struggling, evidenced by a $402 net loss in the first quarter of 2014. Sears stores were flat for the quarter, compared to a 2.4% loss in for first quarter of 2013. Sales to Shop Your Way members in Sears Full-line and Kmart stores increased to 74% of eligible sales, up from 68% during the first quarter last year. But experts told Multichannel Merchant they are skeptical of the Shop Your Way program. Who knows how long the doom and gloom will continue?
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