Marketing Partnerships: How You Can Play Nice-Nice, Just Like Hanover and Sears

Below are several take-away pointers from the discussion in which she focused primarily on Hanover’s own partnership with Sears, in which Sears offers a line of clothing from Hanover’s Silhouettes catalog.

* Make sure both partners’ goals are in line with one another. In the Sears-Silhouettes relationship, Sears fills a void in its women’s apparel line by adding the plus-sizes of the Silhouettes line. For Silhouettes, Hanover Direct was attracted to the arrangement because most Sears customers placing orders for the line are new-to-file for Silhouettes, Schilder said.