Sears plans to expand its DieHard battery brand as the retailer seeks to regain momentum after surviving Chapter 11 bankruptcy.
Sears on Tuesday announced a license agreement in principle with Chinese manufacturer YAT to manufacture and market DieHard-brand lawn and garden products.
The new DieHard products, including trimmers, blowers and chain saws, are expected to become available at retail beginning in fall of 2019.
DieHard has been known for its automotive battery. It was launched by Sears in 1967. Sears owns storied brands like Kenmore appliances and is expanding its best-known brands after the company’s bankruptcy filing in October 2018.
“This is one more example of our expansion strategy to unleash the power of the DieHard brand,” said Peter Boutros, president of Kenmore, Craftsman and DieHard brands and chief brand officer for Sears and Kmart, in a statement.
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Sears, Kmart and their brands were sold in February to the company’s former chairman and largest investor Eddie Lampert’s hedge fund ESL Investments, which now operates the company through a legal entity called Transform Holdco.
YAT Electric Appliance, which makes garden machinery and power tools, will work with DieHard “to develop hand-held four-cycle gas, battery and corded lawn and garden products that will provide the ultimate in power,” said Todd Murphy, president of YAT U.S.A.
“For more than 50 years, Americans have powered their vehicles with DieHard,” Boutros added, “Now they will be able to rely on DieHard for their lawn and garden equipment, as well.”