Sears Holdings charges up DieHard sales with new deal

HOFFMAN ESTATES, Ill.— Sears Holdings announced that it has reached a license agreement with Dorcy International, which will allow Dorcy to sell DieHard-branded alkaline/rechargeable batteries and flashlights to retailers in the U.S., Puerto Rico and the Caribbean.

"We are pleased to make it easier for customers to have access to our products by entering into a relationship with Dorcy," said Scott Freidheim, EVP Sears Holdings and president Kenmore, Craftsman and DieHard. "This is a thoughtful way for us to leverage our brands, while ensuring that we deliver product that meets DieHard's demanding standards. Through this license agreement, we look forward to expanding the reach of the DieHard brand and the availability of DieHard products through retail channels."

The DieHard products to be sold as part of the agreement include AA, AAA, C, D, 9V alkaline and rechargeable batteries.