Sears extends ties with online giant

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Sears extends ties with online giant

By Deena M. Amato-McCoy - 12/14/2017
Sears Holdings is celebrating the 50th anniversary of one if its iconic brands by deepening its ties with Amazon.

The struggling department store retailer announced it will sell DieHard products on Amazon’s website. The online giant will feature an assortment of DieHard jump starters, battery chargers and maintainers. Passenger car tires and automotive batteries will be added to the Amazon assortment in early 2018, according to Sears. While the deal will provide the retailer with access to new customers and revenue, it also takes away one of Sears' stores.

“As we have previously stated, we want to diversify the revenue streams of our iconic brands and launching on Amazon.com will significantly expand the distribution and availability of the DieHard brand in the U.S.,” said Tom Park, president of Kenmore, Craftsman and DieHard brands at Sears Holdings. “The collaboration with Amazon makes it easier for millions to shop the brand.”

The new deal builds on the Sears' recent agreement to sell Kenmore appliances on Amazon. The partnership, which launched in July, marked the broadest distribution to date of Kenmore products outside of Sears stores and its websites. While both the Kenmore and DieHard deals provide the retailer with a new customer and revenue stream, they also deal a blow to Sears' stores by taking away the exclusivity of the brands.

Distribution is nationwide, and Sears Home Services and Innovel Solutions units provide delivery, installation, and other services.

Coinciding with the Kenmore launch, Sears began syncing its full line of Kenmore Smart appliances with Amazon's Alexa. The integration enables customers to control the appliances with a voice command.

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