One of the oldest brick-and-mortar operations in the country is finally ready to do business with the company that disrupted traditional retail. For the first time, Sears is selling its line of Kenmore products on Amazon.
Sears announced the Amazon launch in a press release Thursday. Sears also said that it will integrate its Kenmore Smart appliance with Amazon Alexa, the voice-controlled digital assistant that powers a wide range of devices.
Alexa is popping up in more and more smart home devices, as Amazon makes a play to become the voice-controlled home operating system. Lowes, General Electric, and LG all sell Alexa-integrated appliances.
Today’s announcement gave Sears shares a big bump, a welcome improvement for the home goods retailers, which has been struggling for years. As The Wall Street Journal notes, Sears has closed hundreds of stores, including more than 250 this year.
Sears is the latest brand to swallow its reluctance about selling directly on Amazon, which is becoming increasingly unavoidable for retailers. Last month, Nike confirmed it would start selling on the e-commerce site for the first time, joining its two biggest rivals Adidas and Under Armour, which sell some products directly through Amazon.
Sears plans to roll out its full line of Kenmore appliances on Amazon with Sears Home Services and Innovel Solutions available for customers who want installation and white-glove delivery service.
“The launch of Kenmore products on Amazon.com will significantly expand the distribution and availability of the Kenmore brand in the U.S.,” Sears CEO Edward Lampert said in a statement. “At the same time, Sears Home Services and our Innovel Solutions unit will benefit from the relationship as more customers experience their quality services for Kenmore products purchased on Amazon.com.”