Sears Holdings Corp. signed an agreement with hip-hop artist LL Cool J to introduce an exclusive line of streetwear for children and teens this fall.
The hip-hop clothing label, called LL Cool J for Sears, will include girls and boys, juniors and young men's wear and has plans to also offer accessories. Prices range from $22 for a T-shirt to $50 for jeans.
The Hoffman Estates-based company said it will debut the second week of September at 450 Sears stores nationwide and expand to about 600 stores in time for the holiday season. Sears operates about 926 full-line stores in the U.S.
In a statement, Sears said the offering reflected an ongoing commitment to increase our relevance in the apparel industry and to sell trendy, affordable fashions.
The move comes as Sears faces tougher competition from rivals. Retailer Kohl's Corp announced earlier this year it was partnering with rock star Avril Lavigne to launch Abbey Dawn, an apparel and jewelry collection. Meanwhile, Macy's Inc. has already has top celebrity names on board with them, ranging from Donald Trump, Jessica Simpson, Martha Stewart and Baby Phat's Kimora Lee Simmons.
Analyst Bill Dreher at Deutsche Bank Securities is predicting Sears will report a profit decline of 92 percent on a sales decline of 5.7 percent, to $11.03 billion for the fiscal first quarter.
The company's shares fell 86 cents, or about 1 percent, to $87.09 in Nasdaq trading.