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The new Sears slogan will "give importance to the moments," while Kmart will promote "love where you live," the two channels announced Thursday. The push includes television and social media advertising, new store signs and uniforms for workers.
The new "mantras" stores "help refresh brands, the store and the online experience," said Sears spokesperson Larry Costello. He added that the brands were trying to reconnect with baby boomers, who were traditionally the main customers of Sears and Kmart. They are also trying to bring in new young families.
Sears and Kmart, which merged in 2005 to form Sears Holdings, were pressed by other big box retailers and Amazon (AMZN).
Sears came out of bankruptcy in February. A judge approved the sale of most of the retailer's assets to a hedge fund controlled by Eddie Lampert, chairman of the company, for $ 5.2 billion. The decision kept 425 Sears and Kmart stores open and saved the jobs of about 45,000 employees.
On Thursday, Sears announced the opening of at least three new small stores while it would again try to attract buyers.
The stores, which he will call Sears Home & Life, will be around 10,000 to 15,000 square feet, compared to the 160,000 square feet of a typical store. They do not go sell clothing and will instead focus on household items such as appliances and mattresses.
In addition to its new slogan and smaller stores, the company will focus on its "Shop Your Way" loyalty program and raise at least $ 650 million in real estate sales over the next three years.
-CNNBusiness's Jordan Valinsky contributed to this article.
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