Sears brand expansion: It seeks DieHard jolt, hopes to clean up with Kenmore

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“Sears Holdings is looking to generate more cash from its trusty Kenmore, Craftsman and DieHard brands than the sale of washers and dryers, tools and car batteries in its own stores.”

Below is an excerpt from the article. Read the article in its entirety here.

“Kenmore’s share of the major appliance market dropped to 12.7 percent for the 12 months ending in March, down from 17.4 percent four years ago, when it had the largest slice of the market, according to Louisville, Ky.-based Stevenson TraQline’s quarterly market survey. But it’s still the third-biggest player, behind General Electric and Whirlpool.

Craftsman still accounts for the largest share of the hand tools and accessories market by dollar share, with about 28.5 percent, and accounts for about 9 percent of portable power tool sales, with both categories down between 4 and 5 percent over the last four years, said Stevenson TraQline.

DieHard had only about 5.2 percent of the auto battery market, according to Stevenson TraQline, though nearly 30 percent of people surveyed said they didn’t know their car battery brand.”

A quote from Neil Stern:

“If Craftsman is in independent hardware stores, it’s probably not a bad thing for the company to explore. If they do a deal with the Home Depot or Lowe’s, that’s also heavily into your appliance business; that could really siphon traffic away from stores,” he said.

 

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