The chain's offices, distribution centers and stores were so vast that years later some were turned into landmark redevelopments, from Ponce City Market in Atlanta to a Seattle site that is now the headquarters for Starbucks. But the struggles for Sears grew over decades. It was removed from the prominent Dow Jones Industrial Average in 1999 and replaced with Home Depot. The Atlanta-based home improvement chain and others had jumped heavily into the appliance business that had long been a strength for Sears. It was just one of the many assaults Sears faced. Sears lost focus with attempts to diversify, found itself overextended when suburban malls faltered and lost ground to stores such as Walmart. Like many other traditional retailers, it struggled to compete online against more nimble rivals. And its brand and image became fuzzy. "Nobody knew what Sears stood for anymore," said Bernhardt, who a decade ago used Sears as a classroom case study on how not to market. It was a dramatic change, he said.