Faced with increasing competition from retailers such as Home Depot and Lowe's, Sears sought the expertise of Graj + Gustavsen to establish its Tool + Hardware department as a shopping destination. Creating a store within a store environment, G+G renamed the tool department "Tool Territory - The Ultimate Source for Tools," a concept that involved re-merchandising products, implementing a dynamic signage and wayfinding system, as well as creating compelling hands-on features for customers. Sears has rolled out the new design in the majority of its mall anchor stores. As a result, it has increased sales and significantly improved customer satisfaction ratings.