Sears Canada closed some Eaton's stores, converted others to Sears stores, sold others to The Bay or Zellers, and kept a number of downtown stores with the intention of relaunching Eaton's (now stylized eatons) in 2000 as a more high-end, modern brand, with a lowercase "e" in a circle as its logo and a splashy ad campaign built around the colour aubergine. Sears also launched an Eaton's catalogue, with the intent to complement Sears' moderate catalogue assortment with something more upscale and urban. According to Rick Brown, senior vice president for strategic initiatives at Sears Canada, merchandise was supposed to be priced above the level of Sears Canada and The Bay, but below Holt Renfrew.