Sears has once again monetized its iconic private brands. This time with Pomona, California-based grill manufacturer Permasteel. The will manufacture and sell a line of Kenmore and Kenmore Elite gas grills outside of Sears. Sears will focus on licensing Kenmore on grills, small kitchen appliances, cookware, water heaters, water softeners other adjacent products

According to the website Twice “The Kenmore brand is one of the most awarded and trusted American legacy brands and is woven into the fabric of our home lifestyle,” said Peter Boutros, chief marketing officer and head of international for Kenmore, Craftsman and DieHard brands. “This licensing agreement with Permasteel, Inc. is the first example of our expansion strategy to unleash the power of the Kenmore and DieHard brands globally.”



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.