The new Sears has sold the DieHard battery brand to Advance Auto Parts for $200 million, RetailDive.com reported. Under the deal, Sears could continue to sell the DieHard brand in its existing channels through a supply agreement with Advance. Sears would also get an exclusive, royalty-free, perpetual license to develop and sell DieHard branded products in non-automotive categories. Peter Boutros, president of the Kenmore, Craftsman and DieHard unit, said that those could include sporting goods, lawn and garden, and work wear, among other possibilities. Advance Auto Parts CEO Tom Greco praised the DieHard brand reputation and said that his company sees opportunity to extend it into other automotive categories.
