Sears had its own brand of everything, and it was all good stuff, back in the ‘50s at least. There was Tower Brand cameras, enlargers, chemicals and photo equipment, J.C. Higgins bicycles and rifles, Hillary tents and camping equipment, and some others cannot remember.
Sears had everything! If the didn’t you could order it. The only store that had Santa Claus (without going downtown Houston) was Sears. He arrived every year by helicopter. It was very exciting for us kids.