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Just in time for the back-to-school shopping season, Sears is opening Now + Here, a fast fashion destination for juniors and young men. Now + Here will offer the trends and styles that young shoppers are looking for when it comes to creating looks that reflect their personality. The new fashion destinations will feature the must-have trends for fall that young shoppers want like Battle Gear, Girly Grunge, Biker Chic and Sweet Dreams. Now + Here will also offer exclusive and new brands for juniors such as Bongo and Rebecca Bon Bon as well as Amplify for young men.

"Our young customers are fashion forward and eager to experiment with new looks that reflect their evolving personal styles," said Melanie Henson, chief marketing officer, Sears Apparel. "Now + Here offers the must-have trends and styles that allow our customers to stand out and get noticed, all at an amazing value."

Now + Here destinations will launch nationwide in August and will be located at the mall entrance in Sears stores across the country.

Search for the Now + Here Rock the Scene Reporter

To kick-off the Now + Here destinations, the retailer is conducting a national search for the most passionate and stylish young music fans in the country to enter for the chance to be named a Now + Here Rock the Scene reporter(1). Beginning July 29, music fans can visit www.sears.com/livenation and submit a one-minute video testimonial demonstrating their personal style and explaining why they should be chosen as a Now + Here Rock the Scene reporter.

The top 20 entries nationwide will be named Now + Here Rock the Scene reporters and will be awarded a Live Nation 30-Day Ultimate Access Pass granting them access to concerts at a participating Live Nation venue within 30 days; ground transportation to and from the show; a professional videographer so they can report on fashion and music from each event; insider access such as backstage passes, artist access and photo pit passes at designated shows. Plus, the top 20 will be decked out in new fashions from the Now + Here shop at an exclusive styling event.

Ultimately, one male and one female reporter that generate the best content from their 30 day music tour will win a Live Nation 2011 Ultimate Access Pass and a $5,000 cash prize.

"The synergy of music and fashion drives the hottest trends for young shoppers, as both allow them to express their individual personalities," added Henson. "The search for the Now + Here Rock the Scene reporter is a way we can celebrate that connection and offer them a unique chance to showcase their passions."

Nationwide Auditions

Beyond just submitting an audition video online, Live Nation will host 17 live audition events in Chicago, Los Angeles, New York, San Francisco, Seattle and Washington D.C. area Sears stores beginning July 29. The first 500 consumers to audition at these in-store events will receive $50 Concert Cash to see an upcoming Live Nation concert of their choice.

Plus, three in-store events will feature concerts from today's top artists. On July 29, artist Jason Derulo will perform in-store at the Woodfield Mall Sears store in Schaumburg, Il. Fans can gain access to his exclusive performance by being one of the first 400 to audition for the chance to be named a Now + Here Rock the Scene reporter. On August 4, Travie McCoy will perform at the Northridge, CA Sears store and on August 19, B.O.B will perform at the Woodbridge, NJ Sears. Space is limited for all in-store concerts.

For details on all in-store events and exclusive in-store concerts, please visit www.sears.com/livenation. To view fashions from Now + Here and to shop online, please visit www.sears.com/nowandhere.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2010 ENERGY STAR庐 Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

(1) ENTRY IN THIS CONTEST CONSTITUTES ACCEPTANCE OF THE CONTEST OFFICIAL RULES. NO PURCHASE NECESSARY TO ENTER OR WIN. THIS CONTEST IS OPEN ONLY TO LEGAL RESIDENTS OF THE U.S. WHO ARE AT LEAST 16 YEARS OF AGE AT THE TIME OF ENTRY. GET YOUR PARENT'S CONSENT IF YOU'RE UNDER 18. THE CONTEST BEGINS JULY 29, 2010 AND ENDS OCTOBER 6, 2010. VOID WHERE PROHIBITED BY LAW. PLEASE VISIT WWW.SEARS.COM/LIVENATION FOR FULL DETAILS OR VISIT A PARTICIPATING SEARS STORE LOCATION.

First Call Analyst: Westenberger, Richard
FCMN Contact:

SOURCE: Sears, Roebuck and Co.

CONTACT: Natalie Norris-Howser of Sears Holdings, +1-847-286-6080,
Natalie.Norris-Howser@searshc.com; or Leah Linder of Euro RSCG Worldwide PR,
+1-212-367-6820, leah.linder@eurorscg.com, for Sears, Roebuck and Co.

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