Sears had trouble securing name brand merchandise consistent with the image of the new chain. This was mainly because of Eaton's bankruptcy. It was also because of doubt in Sears' ability to manage an upper-end chain, since until recently their merchandise was of lower price and quality compared to the old Eaton's and The Bay. George Heller, then-president of rival department store The Bay, publicly warned vendors not to supply the new Eaton's with merchandise. Many mid-to-upper tier brands, particularly in clothing, feared reprisal and avoided the new Eaton's.