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SEARS OPENS FIRST HOMELIFE FURNITURE STORE IN ORLANDO

 SEARS OPENS FIRST HOMELIFE FURNITURE STORE IN ORLANDO
 ORLANDO, Jan. 16 /PRNewswire/ -- Sears will open a new Homelife


furniture store here on Saturday as part of its continuing powerful specialty merchandising strategy. The 30,000-square-foot store has almost four times more shopping space than the furniture department in a typical Sears store.
 The free-standing store in Orlando Central Park will be the third Homelife unit Sears has opened in Florida and the first in Orlando. Sears opened a Homelife store in Sarasota, in November 1990 and in Port St. Lucie last October.
 Homelife features a broad assortment of private label and national brand name merchandise, including top-quality furniture by Braxton Culler, Sauder, Stratford and Simmons. Eric Saunders, vice president of home fashions, said the new format is part of Sears strategy to present an expanded selection of merchandise in an updated store environment.
 "Homelife carries the widest selection of quality brand name furniture we've ever offered to our customers," said Saunders. "Fully accessorized room settings let customers bring the same finished look to their homes, while the store's unique environment brings an element of fun to furniture shopping."
 Saunders credited well-known store designer Connie Post with creating the environment. Carefully accessorized room vignettes and theatrical touches, such as animated "Little Red Riding Hood" characters, Saunders says, will inspire customers.
 "We've created a high-profile, designer look in our Homelife stores," Saunders added, "with classic architectural elements and stylized decorative features with contemporary designs. Sears is proud to open our newest Homelife store in Orlando."
 As part of the grand opening festivities, said Store Manager Kirsten Bardeen, the store will hold drawings for furniture including recliners, dinettes, bedding sets, entertainment centers, a $1,000 Homelife shopping spree and "4-Season Salute Passes" for admission to Walt Disney World.
 -0- 1/16/92
 /CONTACT: Gregory M. Rossiter, manager-external communications of Sears, Roebuck & Co., 312-875-8862/ CO: Sears, Roebuck, & Co. ST: Illinois IN: REA SU:


SS-AW -- FL004 -- 0533 01/16/92 12:57 EST
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Date:Jan 16, 1992
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