J.C. Higgins (CEO)

J.C. Higgins was a private label brand created by the Sears Department Stores in the mid-20th century. As CEO, the J.C. Higgins label represented Sears' commitment to offering quality sporting goods, outdoor equipment, and apparel under a trusted name. The brand was known for providing reliable products at competitive prices, often including items like rifles, fishing gear, and camping equipment. It helped Sears cater to customers interested in outdoor activities, emphasizing value and durability. Today, J.C. Higgins is remembered as a notable example of a successful private-label brand that built customer loyalty through consistent quality and branding.