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SEARS TO SELL ARROW SHIRTS THIS FALL

 HOFFMAN ESTATES, Ill., March 1 /PRNewswire/ -- Two retail and apparel leaders -- Sears Merchandise Group and Cluett, Peabody & Co., Inc. -- today announced a major new relationship in which Sears will sell Arrow branded shirts, one of America's leading shirt labels, in more than 750 Sears Men's Store departments beginning this fall.
 Arthur C. Martinez, Sears chairman and chief executive officer, and Dave Waters, president of Cluett, Peabody and Co., Inc., said that Sears will sell both Arrow dress shirts, the top-selling dress shirt brand in America, and Arrow sportswear starting September 1993.
 The assortment will include Kent, Bradstreet, Dover, Fairfield, and Brigade dress shirt lines, RiverBrand rugby and flannels, Arrow Sport woven shirts, and Tournament knit golf shirts. In addition, Sears will sell a variety of other Arrow branded menswear products, some of which Sears has introduced already, including Arrow socks, neckwear and fashion briefs.
 Martinez said, "The pairing of two of America's most familiar and trusted brands -- Sears and Arrow -- is a natural. The relationship considerably strengthens Sears apparel merchandising strategy of continuing to provide the American consumer with an assortment of fashionable house and brand merchandise of superior quality at competitive prices."
 Waters said, "Sears is one of the oldest and most respected retailers in the nation, and we are extremely pleased with today's announcement. We are confident Sears recent repositioning, which gives the retailer a new focus on providing consumers with quality, branded apparel, is not only consistent with American consumer demands, but uniquely compatible with Arrow's place as America's shirtmaker."
 Cluett, Peabody also announced a comprehensive marketing program for its Arrow brand during the 1993 - 1994 period that includes national publicity and advertising, redesign of the brand's identity and packaging systems, and a complete overhaul of brand signage, point-of- sale systems, and an Arrow "Sportsman" in-store shop concept. In addition, the company cited it's "World of Arrow" focus, evidenced by recent licenses for a variety of menswear products, including socks, fashion briefs, neckwear, loungewear, and boy's dress and sports shirts.
 "The arrival of the Arrow brand to our dress shirt assortment will complement our men's furnishing area in the same way the Levi's, Lee and Dockers brands complement sportswear," said Martinez.
 Sears will advertise the Arrow brand with print and electronic media. The marketing campaign will be a combination of image and promotional advertising.
 The Arrow merchandise will be displayed in glass cubes, front aisle wood tables, and will also be given back wall treatment. Sears men's departments will feature Arrow signage and fixtures consistent with the Arrow quality image.
 Sears currently offers hundreds of name brands in its retail stores through its apparel, home and automotive groups, in addition to popular house brands, such as Kenmore, Craftsman and DieHard.
 In addition to Levi's, Lee and Dockers, Sears Men's Store departments carry other national brands such as Munsingwear, Cotler, Farah, Nutmeg, John Weitz, Shah Safari, Body Glove, and Pacific Trail in its sportswear, activewear, furnishings, and outerwear assortments.
 Arrow shirts is the largest division of Cluett, Peabody & Inc., a subsidiary of international apparel giant Bidermann Industries Corp., which produces and distributes a wide range of branded and designer labels including Arrow and Burberry's shirts, Yves Saint Laurent and Bill Robinson menswear, Gold Toe and Perry Ellis hosiery, and Ralph Lauren Womenswear, among others.
 -0- 3/1/93
 /CONTACT: Marci Grossman, manager - media relations of Sears Merchandise Group, 708-286-8316, or Gene de Nicolais of Biderman/Cluett, 212-984-8953/
 (S)


CO: Sears Merchandise Group; Cluett, Peabody & Co. ST: Illinois IN: REA SU:

SH -- NY025 -- 1248 03/01/93 09:09 EST
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Date:Mar 1, 1993
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