Advance Auto Parts Featured

Advance Auto Parts to Buy DieHard


Advance Auto Parts has acquired the once-iconic Sears private brand DieHard brand from Transform Holdco LLC (“Transformco”) the holding company which owns Sears, for $200 million utilizing cash on hand. The move shifts the private brand from Sears to Advance maintaining its private brand heritage.

This acquisition will give Advance the right to sell DieHard batteries, the most trusted brand in the automotive battery category, and enables Advance to extend the DieHard brand into other automotive and vehicular categories. In addition, the deal allows Transformco to sell DieHard brand batteries through its existing channels pursuant to a supply agreement with Advance. Advance is also granting Transformco an exclusive royalty-free, perpetual license to develop, market, and sell DieHard branded products in non-automotive categories.

Tom Greco, president and CEO, Advance Auto Parts

“We are excited to acquire global ownership of an iconic American brand. DieHard will help differentiate Advance, drive increased DIY customer traffic and build a unique value proposition for our Professional customers and Independent Carquest partners. DieHard has the highest brand awareness and regard of any automotive battery brand in North America and will enable Advance to build a leadership position within the critical battery category,” said Tom Greco, president, and CEO, Advance Auto Parts. “DieHard stands for durability and reliability and we will strengthen and leverage the brand in other battery categories, such as marine and recreational vehicles. We also see opportunities to extend DieHard in other automotive categories. We remain committed to providing our customers with high-quality products and excellent service. The addition of DieHard to our industry-leading assortment of national brands, OE parts, and owned brands will enable us to differentiate Advance and drive significant long-term shareholder value.”

“DieHard is among the most successful and one of the most widely trusted brands in the auto industry, and we have long believed that the brand has even more potential,” said Peter Boutros, President of Transformco’s Kenmore, Craftsman, and DieHard business unit. “DieHard revolutionized the automotive battery category when it launched in 1967 and has continued to be a leader in the category. Advance Auto Parts’ acquisition of this iconic American brand will complement our plans to introduce new DieHard products in non-automotive categories such as sporting goods, lawn and garden, authentic workwear and other exciting new categories.”

2010 Advance Auto Parts

PB CAREERS: Director Brand Management – Advanced Auto Parts


PB CAREERS: Director Brand Management – Advanced Auto Parts

Job ID #: 29835
Location: VA  –  Roanoke

Functional Area: Merch, Marketing, Corp Purchasing
Position Type: Full-Time (32+ hrs/wk)
Relocation Provided: Yes

The Director will launch and manage AAP store brands.  This position is strongly connected to global sourcing activity and will plan and execute management of AAP brands to ensure leverage of the cost savings from sourcing and increased sales.  This position will work with merchants, operations, and marketing to ensure that store Team Members understand and have confidence in the branded products, with the end result of increased sales.


  • 25% Develop plans and manage execution to successful launch new own label product.
  • 15% Manage packaging and marketing issues on existing AAP label product lines.
  • 15% Manage USA team and provide leadership to Asia team for execution on own label guidelines and execution.
  • 10% Work with merchants in developing new ideas for packaging of AAP label products.
  • 10% Work with quality and sourcing team on distribution packaging issues.
  • 10% Work with outside firms as resources to provide support to new launch
  • and existing own label product lines.
  • 10% Manage budget for packaging, branding, and trademark expense.
  • 5% Work with merchants, sourcing, and marketing on environmental impact of packaging.

SUPERVISORY RESPONSIBILITIES  Private Label Compliance Manager(s).

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, andor ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Knowledge and understanding of packaging from perspective of retailer and manufacturer
  • Experience in product launch of own label goods in a chain store environment
  • Experience with Automotive packaged goods would be an advantage
  • Must have management experience and ability to communicate to senior management.


  • Bachelors Degree (Masters preferred); and Training in graphic arts or printing preferred; and
  • 3  5 years management experience required; and
  • 10 years work experience Packaging Marketing Retail industry retail industry (global experience preferred); or
  • Equivalent combination of education and experience.