Sears Update: New Lawn And Garden Products Launched Under DieHard Brand

Following its emergence from bankruptcy, Sear’s (SHLDQ) has expanded its DieHard battery brand to now include lawn and garden products. The news from the company came at the National Hardware Show in Las Vegas as Sears announced that it partnered up in an agreement with Chinese manufacturer YAT to produce the products under the DieHard name.

The lawn and garden lineup will include four-cycle gas, battery, and corded products, including trimmers, blowers, and chainsaws that will be available for purchase in fall of 2019. More portable lawn and garden equipment will follow the launch, Sears said.

Terms of the deal with YAT were not disclosed.

"The DieHard brand is one of the most storied and trusted American legacy brands and is woven into our American lifestyle," Peter Boutros, president of the Kenmore, Craftsman and DieHard brands and chief brand officer for Sears and Kmart said. "For more than 50 years, Americans have powered their vehicles with DieHard. Now they will be able to rely on DieHard for their lawn and garden equipment, as well.

Sears has been working on expanding its branded product line, to which Boutros said, “This is one more example of our expansion strategy to unleash the power of the DieHard brand. We will maintain direct and active involvement in building the business with our licensing partners at YAT."

Sears also said it is continuing to explore other licensing opportunities.

Shares of Sears stock were down 0.26 percent as of 12:18 p.m. ET on Wednesday.