Because this is Sears Holdings Corp. ($SHLD) and the logo looks crappy and the strip mall photo wildly uninviting, people are going to write-off its efforts to create "experiential" specialty stores focused only on appliances and mattresses. Hard not to. These guys can't do anything right. To be clear, though, it's not like the rest of the mattress industry is a no-brainer. How do you decide between Casper,Leesa, Purple, Saatva, Tuft & Needle, or blah & blah (how much space do we have in this newsletter?). Particularly when they're pulling shenanigans like this (a must read)? Anyway, mattresses are one item that people still want to touch, feel, and test. Given that nobody actually goes to Sears, that might actually be the spot to do just that: smaller likelihood of crowding. Or bedbugs. Go against the grain, we say.