The kindest media attention Sears has attracted in years arrived in April, when the company announced it was opening three small stores. “The start of a new Sears era? The retailer announces openings, not closings,” read USA Today’s hopeful headline, which echoed others nationwide.

But viewed through a longer lens, the coverage was more pathetic than upbeat. This is what now passes for good news at the onetime colossus of global retailing: three stores, one of them in Alaska, each smaller than owner Eddie Lampert’s house, offering a somewhat puzzling product line consisting mostly of appliances and mattresses. Sears insists this tiny event is the leading edge of a new strategy for becoming “a stronger, more profitable business.” No one else in retailing seems to think it has a chance. “Lampert has never initiated a format that didn’t fail,” notes longtime retail consultant Burt Flickinger. The verdict of consultant Steve Dennis, a former Sears executive: “It will almost certainly amount to zilch, plus or minus bubkes.” Tiếp tục đọc “Sears’ Seven Decades of Self-Destruction” →