The Big Store on the map
HBSDealer’s brand map of the U.S. generated some controversy in March, when editors selected Sears as the brand to represent Illinois, a state of many proud manufacturers, retailers and co-ops.
The February 2016 article, “Battle of the Brands, State by State,” sought to identify each state’s leading home improvement brand, based on headquarters location and informed by Internet research; the HBSDealer Industry Scoreboard Series; and, ultimately, the opinions of HBSDealer editors.
Here I am to defend the selection of Sears. But first, let us concede two sins of omission from the map.
Perhaps blinded by its planet-leading sales, Walmart received the nod for Arkansas. After further review, and in the spirit of the hardware and building supply industry, Ridout Lumber belongs on the map. Arkansas’ largest family-owned lumber company, Ridout has 12 locations in the state and the kind of market share that generated $200 million in sales (with only 6,000 housing starts).
Also, in South Carolina, one might wonder how we missed Greenville, South Carolina-based Guardian Building Products, operators of 30 DCs around the country. I have neither excuse, nor explanation.
As for Illinois, I can understand the criticisms of Sears, and the strength of the competition — particularly among the co-ops. Sears, after all, posted a $580 million loss in fiscal 2015. Revenues are shrinking, comp-store sales are in retreat, and valuable assets are being sold off.
But when we talk about a retail brand across the 20th and 21st centuries, here are some cool things about Sears:
The Sears tower. (Note to Chicago readers: Please. No one calls it the Willis Tower.)
True story: Sears Holdings CEO Eddie Lampert was kidnapped and talked his way out of captivity. Google it.
“The Big Store.” Published in 1988, this was required reading by retail reporters before the age of the Internet. It documented what for decades was the No. 1 player in American retail, and a major player in finance, insurance and auto care.
Craftsman mail-order houses. Ordered right from the catalog.
Craftsman tools.
Lampert’s letters to shareholders. A snippet: “Our approach to our transformation has been consistent, even as it is not without its risks. And transformation requires retooling of internal processes and expectations, as well as re-branding external expectations and capabilities. It is necessary, and we are doing it.” And on and on, in that vein. It’s admirable.
Clearly, Sears is struggling. Many observers predict its eventual demise. But that’s some brand.
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