Sears Hometown and Outlet Stores

Evolution of the outlet.

Before Sears Hometown and Outlet Stores were sold to American Freight, they were small hardware and appliance stores operated by independent retailers that sold discounted and discontinued home appliances, lawn and garden equipment, apparel, mattresses, sporting goods, and tools. Multiple was brought in to help define what was possible from a branding and marketing perspective across 126 stores located in 49 states and Puerto Rico.

Retail

Strategy

Messaging

Naming

Identity

Campaigns

Print

Environments
A lineup of silver appliances, including a fridge, washer, dryer, dishwasher, and oven for The Discount Factory. A red starburst announces "30% Off" for a brand name event.
Two stainless steel washing machines with a sign above them reading 'WASHERS & DRYERS' and a red badge showing 'up to 50% off.' Tags on the machines show price reductions, conveying a sense of a sales promotion.
The Discount Factory Home & Appliance Outlet logo reversed out in white on a dark gray woodgrain texture

Project Planning, Research, and Discovery

The engagement began with client meetings and site visits with leadership and franchise owners, supported by research, consultation, writing, design, and project management throughout the process. We conducted an internal and competitive audit, reviewing existing research, data, and current brand and creative assets to establish a clear baseline. This included an initial evaluation of brand awareness, market perceptions, and the strength of customer and brand equity within the existing name, nomenclature, and visual identity.

The Multiple team members walking through an entryway with a Sears Outlet sign next to appliances
Two people collaborate at a desk covered with colorful flyers, papers, and circular tags. The mood is focused and collaborative, suggesting a creative project.

Brand Positioning

Based on these insights, we documented and presented our findings, along with an initial recommendation for brand architecture and overall strategy. From there, we explored multiple approaches to naming and nomenclature, as well as corporate identity and tagline development. In parallel, we developed initial positioning and messaging concepts to articulate the brand’s future direction clearly.

A collection of research on competitor’s websites and strategy
A collection of slides with brand positioning, messaging, and research

Visual Strategy

To bring the strategy to life, we developed visual brand strategy concepts. These proof-of-concept presentations explored the future look, feel, and messaging across key brand touchpoints — including signage, pricing models, digital advertising, employee uniforms, flyers, website, fleet graphics, and interior store concepts, at a high-level, exploratory stage. The work included extensive store audits, with a focus on efficiently repurposing existing fixtures, signage infrastructure, and store-wide elements.

Gray sectional sofa with two patterned cushions, flanked by a sale sign indicating 30% off on the left for The Discount Factory Home & Applicance Outlet
The Discount Factory Home & Appliance Outlet icon logo in black on a light tan woodgrain texture
A woman sits on a sofa, smiling as she eats takeout with chopsticks. The room is bright with sunlight, and decorative pillows feature leaf patterns.
A Whirlpool washing machine in front of The Discount Factory star icon with a photo of children jumping happily on a bed
An example of the discount bug showing the breakdown of x-height and spacing
Image showing three product deals: Sealy Mattresses starting at $500, Ashley Furniture Collection at $450, Kubota Lawn Mowers at $1,000. Discount badges on mattresses and mowers.
A layout example for The Discount Factory with the pricing, a lifestyle image, the discount bug, an appliance and The Discount Factory logo

Brand Execution

The Discount Factory brand platform was fully executed, needing to be ready to deploy to printers and signage partners while legal due diligence was underway. While waiting on final legal approval, American Freight stepped in at the last minute, acquired Sears Outlet, and incorporated it into their own brand.

The Discount Factory Home & Appliance Outlet logo in black on a light tan woodgrain texture
Three smartphone screens show a wooden background with text, kids jumping on a bed, and a barbecue with a discount sign for The Discount Factory.
A black delivery truck with "The Discount Factory" and "Home & Appliance Outlet" in bold white text is parked against a plain light gray background.
Two red hand trucks stand side by side against a white background. The left one has a white star logo, and the right displays "Delivering Values Every Day."
Two gray shirts are displayed against a light gray background, each with a red lanyard and a name badge for The Discount Factory. Left badge has text, "ANDREW." Right badge reads, "HOW CAN I HELP YOU TODAY?"

The engagement spanned six months and required working under critical legal deadlines, creating a strong sense of urgency. The approach strikes a balance between flexibility, efficiency, and creativity, with a particular focus on pricing transparency and in-store clarity.

Grid of pages from the Brand Guidelines for "The Discount Factory," with images of a storefront, appliances, and branded design elements in red, black, and white.

Special thanks to Gregory Miller Pictures for use of lifestyle imagery.

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