Sears wanted its new logo to make people think of home and heart, instead they're thinking about Airbnb
Sears unveiled a new logo, marking its latest attempt to freshen its image and reconnect with consumers.
Sears' new logo received mixed reactions on social media. While some applauded Sears' effort to rebrand as"refreshing,""bright," and"bold," others mocked the design's stark resemblance to online home rental service Airbnb's logo. Sears declined to comment to CNBC, but addressed the public backlash in a comment to users on its Facebook page. News of the new logo and the backlash was first reported by Business Insider.
The move is the latest step in the company's larger effort to revive its business after years of slumping sales. In October 2018, the company filed for bankruptcy. In February, a judge approved its purchase by a hedge fund operated by Eddie Lampert, the company's chairman and former CEO, for $5.2 billion. Lampert said the deal would help save 425 Sears and Kmart stores and roughly 45,000 jobs.
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