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.”