Sears mulls sale of DieHard brand

HOFFMAN ESTATES, Ill. ― Sears parent Transform Holdco. is taking advice from investment bankers on potential sales of its assets such as DieHard, sources have told the Wall Street Journal. The holding company, a creation of Eddie Lampert, is trying to turn around the fortunes of Sears and Kmart, which it bought out of bankruptcy at the beginning of this year. The chains continue to struggle to staunch their sales losses and keep inventory in stock. One source told the Journal that Kenmore, which was on the market for two years without finding a buyer, is not part of the current discussions. The DieHard brand began as a line of car batteries in 1967 and expanded in the 1990s to include items like flashlights and batteries. It was exclusive to Sears until a 2017 agreement made its products available on Amazon.