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.