Sears Gasps for Air with DieHard On Amazon

Sears’ long-running private brand DieHard announced last week that it will launch products on Amazon. The move comes on the 50th anniversary of the brand and just months after Kenmore began selling on Amazon. The assortment of DieHard will include: jump starters, battery chargers, and maintainers are available for purchase at Passenger car tires and automotive batteries will be added to Amazon in early 2018.

While the move is being positioned in a positive way, it comes as Sears continues to struggle, auctioning off Craftsman and seemingly ceding retail to Amazon. Instead, the retailer that should have been Amazon is left to scratch for crumbs from the online giant.

Their press release goes on to say:

“DieHard is America’s most trusted and preferred automotive battery brand and the collaboration with Amazon makes it easier for millions to shop the brand,” said Tom Park, President of Kenmore, Craftsman and DieHard brands at Sears Holdings. “As we have previously stated, we want to diversify the revenue streams of our iconic brands and launching on will significantly expand the distribution and availability of the DieHard brand in the U.S., building on the success of our recent Kenmore appliances launch on”

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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.