Sears continues to dismantle your childhood memories with sale of DieHard battery brand

Chris Teague

Chris Teague

Customers shop at Chicago's last remaining Sears store on May 3, 2018 in Chicago, Illinois. The store, which opened in 1938, closed in July 2018. Sears opened its first retail store in Chicago in 1925.

Do you remember the smell of freshly painted metal Kenmore appliances? Tiles floors with remnants of cardboard packaging stuck on the bottom corners of display racks? The sound of the mall’s waterfall welcoming customers to the store’s entrance?

Slowly but surely, financially-challenged Sears is selling off parts of your childhood. Left and right, the box box retailer has been closing stores. In 2017, Sears sold the Craftsman brand for $900 million to Stanley Black & Decker Inc. Now, the retailer has sold the DieHard car battery brand to Advance Auto Parts for $200 million.

“We are excited to acquire global ownership of an iconic American brand,” said Tom Greco, president and CEO, Advance Auto Parts. “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.”

In 2005, Sears merged with K-Mart. K-Mart, once a staple of midsize towns across the U.S., is having its own difficulties and will be reduced to just over 50 locations by early 2020. As part of its efforts to become profitable, Sears will operate under 200 stores in the U.S. by early 2020.

Both companies are now subsidiaries of Transform Holdco LLC, a privately held company that is owned by ESL Investments, a hedge fund managed by Eddie Lampert who formerly has previously served as the director of AutoNation and AutoZone.

This isn’t the total end of Die Hard at Sears. The company will still be able to sell the batteries at its stores. Advance Auto Parts will also sell the batteries at its 4,800 stores. Advance Auto Parts also granted Transform Holdco LLC the exclusive ability to have a royalty-free, perpetual license to develop, market, and sell DieHard branded products in non-automotive categories.

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