"We were drawn to Lands' End brand strength across all apparel categories, including men's, women's and children's," Lacy said in a statement. The move harks back to Sears' origins in direct mail. The Sears, Roebuck general catalog debuted in 1896, 10 years after the company started. Sears' "Wishbook" became a much-anticipated arrival in households across the country. Retail experts generally like the combination with Lands' End. "For Sears, it gives them an all-American name to use in its retail stores," said Gilbert Harrison, chairman of Financo, a retail consultancy. "The $1.5 billion in sales that Lands' End is now doing could probably double or more; it depends on how Sears expands the brand. While the initial price seems high, if you look at the long-term view, it may be a bargain." But not everyone was as bullish.