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, 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.