Like most of the other things this company does, this is all just a charade to conceal the hastened liquidation of Sears Holdings. It's to make as much people as possible believe that the company is "fine"...most outsiders would reason that this new product and that new service equals a company that is expanding and growing, not shrinking and dying, right?
Wrong.
Kenmore Alfie, DieHard tires, all of the new apparel brands (such as Simply Styled and Risewear)--they are all nothing more than for "show". When companies are about to go bankrupt, it is often a strategy to "continue business as usual" and institute changes that ordinarily contradict with financial difficulty up to the point where the plug is pulled. It's an attempt to assuage the concerns of the public, the media, employees and newbie/novice shareholders that would be better off avoiding the stock market.
For someone who doesn't know better, why would a failing company institute changes that indicate otherwise? This is why. Of course, those of us that know better will recognize these attempts as cover-ups.
Remember, Eddie's gotta keep this jalopy running until summer 2017 because of the pension liability--anything of value (KCD, the few "valuable" RE left in the portfolio) could be completely up for grabs until then.
If Sears Holdings were a car, it would have rust holes all around the body, flat and bald tires, a slipping transmission that would redline the engine going 35 MPH and a rusted-out gas tank that leaks out half the fuel before it pulls away from the gas pumps, but it has to be able to run long enough to get to the Pick-N-Pull up the road so it can be stripped for the few parts it has and then crushed.