By  on April 10, 2013

Sears Holdings Corp. has created Shop Your Way Brands, which will focus on developing entertainment-driven fashion and lifestyle brands. Heading up the business unit is Bernt Ullmann and his team at Star Branding, whose partners include Tommy Hilfiger, Andy Hilfiger and Joe Lamastra.

The business unit kicks off with new collections by Adam Levine and Nicki Minaj, two new celebrity lines that will be available exclusively on and in Kmart stores. Minaj held a press conference last month in Los Angeles to reveal her new apparel and accessories collection for Kmart, which will available in October at select Kmart stores and at On the Web site, Minaj interacts with fans and shares updates and behind-the-scenes video showing how she creates the collection. Levine is designing a men’s apparel collection called 222 by Adam Levine, also launching this fall.

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