Sears Stretches DieHard to Tires

Diehard tiresHoffman Estates, Ill based retailer Sears has decided to extend it’s traditionally battery centered private brand DieHard to car tires. The move is the first significant expansion of the brand in more than a decade. DieHard Silver Touring All-Season tires will be sold at the retailer’s 650 automotive service centers starting late next month.

According to the Wall Street Journal, Tom Park, president of the DieHard, Kenmore and Craftsman brands, said the company surveyed 500 people late last year asking them to rank the top 15 tire brands. The DieHard name was thrown in to see how it would fare. It finished third, he said.

“We have millions of customers who are already familiar with the DieHard name,” Mr. Park said. “We are banking on that brand equity.”

The DieHard tires will be positioned within the Private Brand Portfolio as a mid tier product

BEST: RoadHandler
BETTER: DieHard
GOOD: Guardsman

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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.