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The Chicago Tribune reports that Sears, having emerged from bankruptcy protection and now hoping to keep the company alive albeit in a vastly smaller form, is counting on the DieHard brand to provide some badly needed power.

Having previously extended the brand from batteries, battery chargers and flashlights to other auto-related products and even work boots, Sears now plans to stretch its relevance even further, “to products as wide-ranging as riding lawn mowers and off-road bikes” as well as flannel shirts and caps.

Needless to say, there’s a legal wrinkle. The Tribune writes that “Sears already created one brand with a strong reputation for tools and lawn and garden products: Craftsman. But it sold Craftsman to Stanley Black & Decker in 2017, in a deal valued at $900 million.

“Under that agreement, Sears can still make and sell Craftsman products … But Sears and Stanley have butted heads over the brand since the sale. Stanley, which sells its Craftsman products at retailers like Lowe’s, filed a lawsuit last month asking the courts to make Sears stop promoting itself as ‘the real home of the broadest assortment of Craftsman’.”
KC's View:
Could work. On the other hand, it wouldn’t be surprising if Sears, given the golden touch that Eddie Lampert has shown throughout his ownership of the company, manages to totally destroy the credibility and brand equity of one of its few enduring product lines. It also seems completely in character that they’d try to sell Craftsman and they try to act as if it hasn’t sold it, and undermine the folks from whom they took the check.