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SEARS PLANS 5 'OFFICE CENTERS' IN ATLANTA AREA

 SEARS PLANS 5 'OFFICE CENTERS' IN ATLANTA AREA
 ATLANTA, July 22 /PRNewswire/ -- Sears, Roebuck and Co. (NYSE: S)


today announced it will open "Office Center at Sears Brand Central" home-office equipment departments in five Sears retail stores in the Atlanta area by July 24.
 These are the first Office Center departments Sears will open in the Southeast. Sears opened Office Centers in 37 Southern California and Pacific Northwest stores in June and July. Additional Office Center openings are expected this year in other major metropolitan markets around the country, Brand Central said.
 Sears opened about 60 Office Centers in 1991 in Eastern and Midwestern stores following the successful testing of the home-office equipment department in 10 stores in the Washington area and Richmond, Va.
 "We selected the Atlanta market for the new merchandising format primarily because of the area's strong demand for office and computing equipment among small businesses and home-office users," said Marty Hanaka, vice president of Sears Brand Central.
 "The specialized format offers customers top name brands, night and weekend shopping convenience, and knowledgeable sales associates who have gone through weeks of product training," Hanaka said.
 Office Center departments will open in Sears stores in Atlanta at the Northlake and Cumberland malls, and in stores in Duluth, Kennesaw and Morrow.
 The Office Center is an in-store department that focuses specifically on the needs of small businesspeople, telecommuters and people who work in home-base businesses by offering about 85 name brands of office equipment and accessories.
 "At Office Centers, customers benefit from Sears long-standing commitment to satisfaction guaranteed, our pricing pledge and the SearsCharge line of credit," Hanaka said.
 An Office Center department occupies an average of about 2,000 square feet of selling floor space and is within Sears Brand Central, the retailer's home appliances and consumer electronics superstore. Office Centers specialize in selling and servicing desktop and laptop computers, printers, software, word processors, facsimile machines, office telephones, cellular telephones, answering machines, calculators and equipment accessories.
 Apple, AT&T, Compaq, Hewlett-Packard, IBM, Laser, Motorola, Packard Bell, Toshiba and Xerox are a few of the name brands offered at Office Centers.
 Estimates indicate that about 45 million people, or 36 percent of America's 122 million workers, currently work from home. The amount is expected to grow to more than 60 million people by 1993.
 "The Office Center departments strategically position Sears to serve this growing market," Hanaka said.
 "People running home-based businesses or working at home usually don't have time during the workday to shop for equipment. For their convenience, Office Centers are open nights and weekends and are staffed with trained, knowledgeable account executives who help customers find the right equipment for their specific business needs," Hanaka said.
 Office Center account executives participate in a comprehensive, four-week training program addressing products and customer applications.
 -0- 7/22/92
 /CONTACT: Perry Chlan, Manager of Sears, Roebuck & Co., 312-875-7079/
 (S) CO: Sears, Roebuck & Co. ST: Georgia, Illinois IN: REA SU:


TS -- NY049 -- 1829 07/22/92 11:12 EDT
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Date:Jul 22, 1992
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