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In October 2018, Advance signed an agreement with Walmart ( NYSE:WMT) to begin selling parts in a branded store, first on the retailer's website and then in its physical stores. Those were some of Lampert's best decisions, but by then, Sears was too much of a foregone conclusion for them to actually matter.īut Advance Auto Parts has a chance to make a real difference with the brand. He also partnered with LED flashlight maker Dorcy to manufacture DieHard-branded flashlights and other kinds of batteries beyond the automotive market. Lampert did relax his grip on DieHard a bit in 2017 when he signed a deal with allowing the batteries to be sold on its website. With customers abandoning the retailer in droves and sales plunging from one year to the next, DieHard's ability to maintain any market share was an achievement. The market analysts at TraqLine say that as of the end of September, DieHard's share of the automotive battery market had shrunk to around 2.4%, down from 5.5% some five years prior.īut that was also due to the exclusivity Lampert imposed on the brand, only allowing it to be sold at Sears stores. On paper, DieHard probably looks as aged and threadbare as Kenmore. It was so strong, in fact, that DieHard tires were the third most popular brand with consumers even though there were no DieHard tires at the time (there are now). Unfortunately, the concept was otherwise allowed to lie fallow, missing out on a rare opportunity to capitalize on the brand's inherent goodwill. One of the smartest moves Sears Chairman and CEO Eddie Lampert did with the brand was to link it to the broader automotive market by rebranding one of its Sears Automotive Centers as DieHard Automotive Center. Unlike Craftsman and Kenmore, which were closely associated with Sears and its many failings, DieHard continued to command consumer interest. The Craftsman tool line was sold off to Stanley Black & Decker for $900 million, and though Kenmore had at one time been a premiere appliance brand, its star had long since faded, eclipsed by more innovative devices from Whirlpool, LG, and Samsung. It was only a few years ago the value of Sears' KCD trio - Kenmore, Craftsman, and DieHard - was collectively pegged at around $3 billion. However, Sears - or Transformco, as it's officially known now - sold DieHard to Advance Auto Parts ( NYSE:AAP) for $200 million at the end of December, a seemingly deep-discount price that should help the auto parts retailer boost sales and expand into new markets. There wasn't much of anything left of value at Sears even before its bankruptcy, but of the assets it did still possess that retained monetary worth, the DieHard battery brand was arguably the most important. I may not be able to respond to every suggestion, but I do read them all! Think an article needs a correction? Reach Rich here. So follow along as he tries to break down complex topics to make them more understandable and useful to the average investor.
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His coverage reflects his passion for motorcycles, booze, and guns (though not enjoyed all at the same ually), but his writing also covers the broader sectors of consumer goods, technology, and industrials. Having made the streets safe for Truth, Justice, and Krispy Kreme donuts, he now patrols the markets looking for companies he can lock up as long-term holdings in a portfolio.
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After 20 years of patrolling the mean streets of suburbia, he hung up his badge and gun to take up a pen full time. This charger is ideal for charging lawnmower, motorcycle, cars, trucks and SUV batteries.Rich has been a Fool since 1998 and writing for the site since 2004. The Diehard battery charger has a rugged durable metal case with a top mounted carrying handle. The Diehard 12 Amp Fully Automatic Automotive Battery Charger with 75-amp engine includes a start feature for emergency starting situations.