EATONS STORES TO BE CONVERTED TO SEARS STORES
By Adnews Staff
Sears Canada will convert its seven Eaton's stores to Sears stores. The Toronto-based retailer acquired the Eaton's name, trademark, Web site and 19 stores in 1999, converting 12 to Sears locations and re-launching the remaining seven the following year. The seven stores are located in Toronto, Ottawa, Winnipeg, Calgary, Vancouver and Victoria. According to Sears, the decision to convert these stores will enable it to "better leverage its buying and advertising efforts and take more powerful advantage of the Sears brand's equity." In April 2001 Sears shut down the Eaton's Web site, cancelled its catalogue and cut its marketing budget. The conversion is expected to be complete by the end of July. Advertising for Sears is handled by its recently appointed advertising agency BBDO Canada. Media buying for the retailer is handled by The Media Edge.