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 www.amazon.com/diehard. 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 Amazon.com 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 Amazon.com.”