UPDATE 2-Sears to sell luxury appliances for holidays

* Sears offers pricey line of Jenn-Air kitchen appliances

* Products available in time for holiday 'cooking season'

* Sears shares up 0.7 percent, Whirlpool down 1.5 percent (Recasts first paragraph, adds details on holiday strategy)

By Dhanya Skariachan

HOFFMAN ESTATES, Ill., Nov 4 (Reuters) - Sears Holdings Corp (SHLD.O: Quote, Profile, Research), which has built a reputation for selling affordable home goods, is betting on a pricey new line of luxury Jenn-Air kitchen appliances as one way of drawing shoppers into its stores ahead of the holiday season.

Sears said on Wednesday it will be the sole national retailer for the line, which includes ovens priced from $1,900 to $5,000 and built-in refrigerators priced between $7,500 and $9,900,

The appliances, from Whirlpool Corp's (WHR.N: Quote, Profile, Research) Jenn-Air unit, will be available to shoppers at 255 of Sears' largest stores starting later this month.

Sears said its customers had expressed interest in high-end kitchen appliances and its decision to carry the pricey Jenn-Air line is intended to bolster its product selection during the holiday season.

Steve Brown, general manager of Jenn-Air brand, said the company was seeing some recovery in the replacement business market and the third quarter was a good time to launch the line ahead of Thanksgiving and holidays, which he dubbed the "cooking season."