Sears Deals for Kenmore, DieHard

GLOBAL–Sears Holdings has secured two new licensing agreements to further extend the Kenmore and DieHard brands internationally.

April 6, 2018

Sears Deals for Kenmore, DieHard

Cleva North America and Dorcy International are on board to bring both brands to international retail.


First, Cleva North America has signed to manufacture Kenmore- and Kenmore Elite-branded vacuum products–including vacuum cleaners, stick vacuums, hand vacuums, robotic vacuums, carpet cleaners, bare floor cleaners, sweepers and accessories–for worldwide retail.

Meanwhile, Dorcy International has agreed to develop DieHard Alkaline batteries and flashlights for the U.S., Puerto Rico and the Caribbean, as well as select locations in Latin America and the South Pacific.

“The Kenmore brand is one of the most awarded and trusted American brands and is woven into the fabric of our home lifestyle. DieHard is America’s most trusted, reliable and preferred vehicle battery brand,” says Tom Park, president, Kenmore, Craftsman and DieHard brands, Sears Holdings. “Both of these agreements are examples of our expansion strategy to unleash the power of these iconic brands internationally.

We will have direct and active involvement in building the business with our licensing partners and we’re confident that both Cleva and Dorcy will maintain our high quality standards.”

Additionally, Sears recently launched Kenmore products on

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