Sears Relaunches Roadhandler

Hoffman Estates, Illinois Based department store Sears Automotive, a business unit of Sears Holdings Co., has launched their well known tire Private Brand Roadhandler after a 12-year absence. Sears began selling the Roadhandler Touring by Hankook—the first of three Roadhandler-branded tires November 23, the day after Thanksgiving.

The tire, produced in South Korea by Hankook Tire Co. Ltd. and co-branded with Hankook Tire America Corp., is available in 11 sizes and is offered with a 100,000-mile limited treadwear warranty. By February Sears expects to add 14 more sizes for a total of 25 and will begin promoting the tire.

“There are a lot of people out there who don’t even know the Roadhandler brand has not been commercially available for over 12 years,” said John Soule, chief merchant automotive, for Sears. So clearly Roadhandler…still resonates with an incredible amount of our Sears customers.”

Along with the Roadhandler Touring, Sears plans to add the Roadhandler Sport ultra-high-performance tire line—which will be introduced by mid-2013 around one of the major holidays—and the Roadhandler LT light truck tire, which will be offered before year-end 2013. Sears would not confirm whether those tires would be made by Hankook.

Check out this commercial from 1986:

Source: Rubber News

Previous articleSeven & I to Double Private Brand Sales
Next articlePB CAREERS: Toys R Us – Assistant Manager Product Development & Brand Management
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.