Sears DeLuxe - Specifications & Review

Company History

Through the Allstate label, Sears sold rebadged European motorcycles by mail and in stores, putting two wheels within reach of Americans far from dealerships. Puch two-strokes and Gilera singles arrived with English manuals and parts support, so families could rely on a retail institution they already trusted. The approach democratized ownership—no boutique showroom required—and introduced a generation to riding and wrenching. As specialized dealer networks expanded and liability concerns grew, Sears exited the space, but the Allstate era remains culturally significant. Historically, it shows how distribution innovation—catalogs, financing, parts counters—can expand a market as effectively as a new engine, and how many American garages first smelled premix thanks to a department store.