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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.

This story first appeared in the April 11, 2013 issue of WWD. Subscribe Today.

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.

Ullmann and his team will manage the brands and deliver collections that are expected to inspire a social conversation on the social shopping platform. Details on which firms are manufacturing the collections will be divulged at a later date, said a Sears spokeswoman. She noted that other celebrity brands could eventually be added to the business unit.

Levine, front man of pop rock band Maroon 5, is a judge on “The Voice,” which is currently airing its fourth season, and Minaj, a rapper, singer, songwriter and television personality, is a judge on season 12 of “American Idol.”

“Under Bernt Ullmann and his team’s leadership of this new business unit, Shop Your Way Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment,” said Edward S. Lampert, chairman and chief executive officer of Sears Holdings.

“Our proven ability to create compelling entertainment-based lifestyle brands combined with Adam Levine and Nicki Minaj’s significant talent, and Sears Holdings’ visionary position in retail and online communities, create a powerful fashion proposition for the consumer,” added Ullmann.

Shop Your Way is a social shopping experience where members have the ability to earn points and receive benefits across a variety of physical and digital formats through

LF USA and Star Branding continue to be partners in Music Entertainment Sports Holdings (MESH), a division of LF USA. The first deal signed by MESH was Jennifer Lopez and Marc Anthony’s lifestyle fashion venture with Kohl’s Corp. Star Branding is a holding company that is free to do deals with different retailers and companies. LF USA is not involved in the Sears deal.