For a long time I didn't know there was any other place to buy a gun than Sears-Roebuck. Most all the long guns I've owned have come from there, and most of those were "Sears" brand.
Winchester, High-Standard, Mossberg were just some of the companies that I remember making guns for Sears...wait...they imported some really nice AYA doubles under the Sears name for a couple of years too.
Sears actually had two grades of gun they sold for most guns. They had the "Ted Williams" version and the "Sears" version. They would usually have the "name" brand version at the same time, with three different price points.
The "Sears" (shot)gun would have a plain hardwood stock for example. And just for easy numbers, let's say it was $100.00. The Ted Williams gun would have a nicer stock, pressed checkering, and a PolyChoke (adjustable choke) and would be priced at $125.00. The name brand gun would be the factory offering of the same gun, usually with a walnut stock, nicer checkering, and so on at $150.00. The three would be beside each other on the display, and you could comparison shop right there. (I almost always picked the cheap one. It was all I could afford.)
I've still got one Sears gun. A 12 gauge pump I bought about 1977 or so. I think it's a Mossberg, but others have said it might be a High Standard. I did the "Bubba" camo job myself.
I also had a Sears double 12 (Stevens 311) that was the first gun I ever bought myself, a Winchester Model 70, 30-06, and the one I really kick my butt for getting rid of, an AYA side by side 20. I've gotten rid of all of them, but oh man that was stupid getting rid of that AYA. Really nice gun for $200.00. (insert headbang emoji here).