New York (CNN Business) Sears and Kmart are re-branding to try to breathe life into their struggling stores and win back shoppers.

Sears' new tagline will be "making moments matter," while Kmart will promote "love where you live," the two chains said Thursday. The push includes television and social media advertising, new signs in stores and uniforms for workers.

The stores' new "brand mantras" are "part of refreshing the brands and the store and online experience," said Sears' spokesperson Larry Costello. He added that the brands are attempting to re-connect with baby boomers, who have traditionally been Sears' and Kmart's core customers. They are also trying to bring in new, young families.

Amazon AMZN Sears and Kmart, which merged in 2005 to form Sears Holdings, have been squeezed by other big box retailers and

Sears emerged from bankruptcy in February. A judge approved the sale of most of the retailer's assets to a hedge fund controlled by Eddie Lampert, the company's chairman, for $5.2 billion. The decision kept open 425 Sears and Kmart stores and saved the jobs of about 45,000 employees.

KMart hopes its new slogan can help it draw young families.

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