Coldspot's Cool Decline: How Sears Lost Its Pioneering Refrigerator Brand

The Coldspot brand was a pioneering force in the refrigerator industry when it emerged in 1928 as an exclusive Sears, Roebuck and Company brand.

Made by Seeger Refrigerator Company, which later merged with Whirlpool Corporation in 1955, the first electric Coldspot refrigerator was innovative for its time but expensive for most customers.

In an attempt to make it more affordable while increasing its capacity from 4 cubic feet to 6 cubic feet, Sears hired renowned engineer Herman Price and industrial designer Raymond Loewy, who is also famous for designing the iconic Coca-Cola bottle.

The resulting 1934 Coldspot featured a sleek design, improved reliability, rustproof aluminum shelves, and easy access for servicing. Priced at $134.50, it was a huge success, with Sears' refrigerator sales skyrocketing from 60,000 units to 275,000 in the following two years.

However, the Coldspot brand failed to maintain consumer recognition, as another Sears brand, Kenmore, gained prominence and eventually overshadowed it. The company decided to replace Coldspot with Kenmore in 1977, consolidating its brands and eliminating confusion among customers.