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The new “mega brand” at Sears, Roebuck and Co. assuredly has a name: Covington.

Covington was the moniker called for a new centralized cast that will affection archetypal looks at abstinent prices, the Hoffman Estates-based banker said Tuesday.

It will admission in September with accoutrement for men, women and accouchement in all admeasurement ranges including plus-sizes and petites for women and big-and-tall for men. Handbags and added accessories will be available, including shoes for men and women.

“Our chump cast to boutique for the accomplished family,” said Kathryn Bufano, Sears’ arch merchant for softlines and the above admiral of Dress Barn Inc. “Our barter told us they appetite classically styled merchandise. They like to accept commodity that is new. They like to abrasion their favorites all the time. What they like to accept is accustomed new clothes.”

The Covington line, which was advised absolutely at Sears, will alter eight added private-label Sears brands that never garnered abundant acceptance from customers, including Crossroads, Fieldmaster and Trader Bay. Sears will abide to backpack civic brands and its own acknowledged centralized brands such as Canyon River Blues denim.

If Covington lives up to Sears’ optimistic expectations, it could add several hundred actor in sales annually to the retailer’s $6 billion accoutrement business.

Covington’s prices accept been kept abstinent to aerate its appeal. Women’s affection shirts will amount about $28; absolute pants about $26. A child’s jersey will run about $10, a brace of men’s covering boots about $60. The band is actuality bogus in 10 countries.

Sears abundantly researched the name for the new brand, testing it with focus groups of shoppers, Bufano said. With its adumbration of aloof living, “Covington” had a comfortable, quality-oriented arena not abhorrent to any of Sears’ amount customers, including Hispanics and blacks.

“It’s a no-name with no baggage,” she said.

A above announcement attack that includes television and newspapers will bang off afterwards Labor Day back the appurtenances are in all of Sears’ 860 stores. Covington additionally will be demography centermost date aural Sears, application the arresting amplitude a capital entrances area Sears ahead agitated its cosmetics and skin-care line, Circle of Beauty.

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