Last year, Sears Holdings announced that it would begin looking for new ways to extract money from its best-known store brands: Kenmore, Craftsman, and DieHard. So far, its efforts have included Kenmore televisions, DieHard tires, and selling the entire Craftsman brand. Now it’s lending the DieHard name to a new version of its Auto Center. [More]
diehard
Sears Expanding DieHard Brand With Foray Into The Car Tire Business
By 6.14.16
After hinting that it would be exploring unnamed options for getting more out of some of its signature house brands, Sears has announced that it will be expanding DieHard’s reach in the automotive market by selling passenger-car tires under the brand. [More]
Sears Looking To Make More Money Off Its Kenmore, Craftsman Brands, Won’t Say How
By 5.26.16
Sears Holdings has a great idea: instead of relying on sales of washers, dryers, and tools, it’s going to work on a way to make more money from its trusty brands like Kenmore, Craftsman, and DieHard. As for exactly how it’s going to do that, Sears isn’t saying. [More]
Sears Hires Experienced Consumer Appliance Executive To Run Hardlines, Maybe Sell Stuff
By 8.25.15
In a department or discount store, “hardlines” refers to tools, appliances, and furniture: the items that your parents still shop at Sears for, but that you don’t. Sears has hired a new executive in charge of their hardlines departments, which include the company’s three most important house brands: Kenmore appliances, Diehard automobile batteries, and Craftsman tools. [More]
A Precise Timeline Of How Sears Screwed Up Selling A Car Battery
By 10.6.11
Dennis found a $5 off code to purchase a new car battery from Sears, but assumed that ordering his item online and then picking it up at the store would not be a two-day odyssey involving a half-dozen employees and an order that somehow only materialized once it was canceled. He did things the old-fashioned way and just bought a battery at the physical Sears store. Now he has to wait seven to ten business days for his refund for the original order. [More]
Sears To Make DieHard Batteries Available For Sale At Meijer
By 9.29.11
One month after Sears realized it could make more money by allowing its Craftsman tools to be sold through Costco, the retail chain has decided to allow another of its long-standing exclusive house brands to be sold by another retailer, as it has given Meijer stores the rights to sell DieHard car batteries. [More]
Sears Sues Maker Of Sex-Enhancement Spray Over "DieHard" Name
By 4.14.11
For decades, Sears has been using the trademarked brand name “DieHard” on its car batteries and auto parts. Now the retail relic has filed a trademark infringement suit against a company that makes a sexual enhancement spray under the same name. [More]
