Sears Licenses DieHard Brand

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

June 7, 2011

Sears Holdings Corp. has agreed to license its DieHard brand to Dorcy International, which permits the Ohio-based flashlight and battery maker to sell the brand to retailers in the United States, Puerto Rico and the Caribbean, according to a Reuters report.

"Through this license agreement, we look forward to expanding the reach of the DieHard brand," said Scott Freidheim, executive vice president at Sears Holdings and president of Kenmore, Craftsman and DieHard.

Similar deals have already been struck with Sears’ Craftsman tools, which are also sold through Ace Hardware. The deal with Dorcy was signed shortly after the company’s new executive leadership discussed the opportunity “to sell its brands elsewhere and keep their cachet,” the Reuter’s report said.

Read These Related Articles:

• Sainsbury Launches Non-Food Product Line on the Web

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases