Sears Canada Pumps Up Fitness Apparel with PURE NRG Athletics Activewear for Women

New private brand addresses consumer need for affordable performance-driven, high-quality athletic apparel 

TORONTO, Feb. 6, 2014 /CNW/ - Sears Canada Inc. (TSX: SCC) announced today the launch of PURE NRG Athletics®, an exclusive line of performance clothing for the active woman who expects high-quality fashionable workout wear without the high prices.

The PURE NRG Athletics line includes an assortment of stylish tank tops, t-shirts, shorts, pants, hoodies and zip-ups with functional features such as four-way stretch and Cool Effect® wicking fabric, flatlock seams to help prevent chafing, pants with a contoured waistband, tops with a breathable built-in power mesh bra and more. All of the pieces in the collection range from $10 to $50.

"We are excited to launch our PURE NRG Athletics line of activewear," said Doug Campbell, President and CEO, Sears Canada. "Now Canadian women can get high-quality athletic wear at prices that are reasonable and as close as their nearest Sears store or their own doorstep if shopping on  We think our customers will see the combination of the quality and price of PURE NRG Athletics as filling a space in the marketplace that has not been otherwise addressed.  The development of private brands that provide superior features and benefits at affordable prices is a strategy Sears will continue to use to offer uniqueness and exclusivity to Canadians coast to coast."

A comprehensive, innovative marketing strategy, including national advertising, PR, flyers, outdoor and digital campaigns will support the launch.  Additionally, Sears is activating media in local gyms and fitness studios within close proximity to top stores with advertisements in the change rooms. In select locations this is augmented with mannequin displays in the main gym area and instructors wearing the PURE NRG Athletics collection.

PURE NRG Athletics workout gear is currently available in all of Sears department stores and on

Sears Canada is a multi-channel retailer with a network that includes 181 corporate stores, 241 Hometown stores, over 1,400 catalogue and online merchandise pick-up locations, 101 Sears Travel offices and a nationwide repair and service network. The Company also publishes Canada's most extensive general merchandise catalogue and offers shopping online at

Image with caption: "PURE NRG Athletics Activewear. (CNW Group/Sears Canada Inc.)". Image available at:

Image with caption: "PURE NRG Athletics Activewear. (CNW Group/Sears Canada Inc.)". Image available at:

Image with caption: "PURE NRG Athletics Activewear. (CNW Group/Sears Canada Inc.)". Image available at:

SOURCE: Sears Canada Inc.

For further information:

Contact for Media:

Janine Allen 
Sears Canada

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