Sears turns to the paint aisle

After four years spent away from the category, Sears is now embracing paint again in an effort to boost its struggling bottom line.

"After stepping away from the paint business in 2012, we are seeing the demand from our customers to bring it back. With updated paint mixing technology, and by enlisting dedicated and trained associates, we are confident the time is right to re-enter the category and fill a need for our members," said Dean Schwartz, VP of Tools, Lawn and Garden at Sears.

The company cited the rise in home improvement activity that's riding on the back of the housing recovery, as well as the importance of bringing convenience and trusted brands to customers.

Said brands will include Craftsman, Weatherbeater and Easy Living. Sears will also have a trained sales team in all paint stores to assist customers.

The rollout will start small. Initially, paint will be stocked in 23 stores, after which point the offering will be available in all retail locations.

Test markets include: Albany, N.Y., Glen Burnie, Md., Oak Brook, Ill., Aurora, Ill., Des Moines, Iowa, Westland, Mich., Sterling Heights, Mich., Novi, Mich., Livonia, Mich., Saginaw, Mich., Flint, Mich., Muncie, Ind., Altoona, Pa., Lansing, Mich., Louisville, Ky., Whitehall, Pa., Wilmington, Del., Moorestown, N.J., Pittsburgh, Pa., Greensburg, Pa., Waldorf, Md., St. Clairsville, Ohio., and Niles, Ohio.

"This is an exciting moment as the Craftsman brand is entering the paint category for the first time. Earlier this year, our other flagship brands Kenmore and DieHard entered new categories with TVs and tires, respectively. The addition of paint as a Craftsman category is a testament to the strength of these brands as they continue to play a role in the fabric of the American lifestyle," said Tom Park, president of Kenmore, Craftsman and DieHard brands.