NEW YORK — Sears, Roebuck & Co. has named LuAnn Via vice president of intimate apparel, accessories and fragrances. It is a new position, reflecting efforts at Sears to try to make its softer side more relevant to consumers.

Via, formerly senior vice president of product development for Saks Inc., will join Sears on Oct. 21 and report to Leslie Mann, senior vice president and general merchandise manager of footwear, accessories, fine jewelry and intimate apparel.

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