Sears Hopes to Sell Diehard

Zombie retailer Sears’ current owner is exploring selling off assets to finance its last gasps for air. According to The Wall Street Journal Transform Holdco, a holding company created by Eddie Lampert that acquired Sears and Kmart has hired investment bankers Guggenheim Partners to advise on the potential asset sales. Those assets include their battery private brand Diehard, a brand often mentioned in the same strata as Craftsman and Kenmore but significantly smaller and now less relevant. Prior to its bankruptcy, Sears had tried to sell assets including the successful convoluted deal with Stanley Black & Decker to acquire the Craftsman private brand in 2017.

Sears introduced DieHard in 1967, after putting nine years of research and more than $1 million into a new auto battery designed to have extra starting power. Since then, Sears has sold DieHard battery chargers, jump starters, flashlights, and alkaline batteries. It has added products outside the battery category, like work boots and other auto products, starting with tires in 2016. The brand also 10 SKUs listed on Amazon and a licensing agreement to extend to outdoor power equipment.

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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.