Sears to Let Other Retailers Sell DieHard Products
Sears Brand Management Corporation announced it has reached
a licensing agreement with Schumacher Electric Corporation allowing it to sell
DieHard brand power accessories, including battery chargers, jump starters
and power inverters, to retailers in the U.S., Puerto Rico and Mexico.
is the top selling brand of power accessories in the U.S.,” said Guenther Trieb,
senior vice president and president of brands for Sears Brand Management Corporation,
in a press release. “We’re excited that this agreement will allow our customers
the opportunity to purchase DieHard power accessories at additional retail
CEO of Schumacher Electric, added, “The DieHard name is the most trusted in
the automotive battery industry, and the brand is instantly recognized by millions
of consumers. Through this license agreement, we look forward to expanding
the reach of the DieHard brand and the availability of DieHard products through
The decision to allow DieHard products to be sold in other retailers
is consistent with statements made in January 2008 when Sears Holdings announced
it was reorganizing its business into independent operating units.
“We are introducing an organizational structure that provides operating businesses
with greater control, authority and autonomy. Each operating business unit
will have a designated leader and an advisory group comprised of senior Sears
Holdings executives to provide direction and oversee the business unit’s performance,” said
a company statement.
Discussion Questions: What will the DieHard licensing
agreement mean for the brand? What will it mean for the Sears and Kmart stores
that presently sell DieHard products?
- Sears Reaches Agreement With Schumacher
Electric to Sell DieHard Brand Products – Sears Holdings Corporation/PRNewswire-FirstCall