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Sears To License Kenmore, Craftsman, DieHard

Sears says it plans to license three of its biggest assets: The Kenmore, Craftsman, and Diehard brand names. Sears, which has been struggling with losses and declining sales, says it has tapped Leveraged Marketing Corporation of America to “identify, evaluate and manage licensing opportunities around the world.”

The Hoffman Estates, Ill.-based retailer, which also owns Kmart, says Kenmore is 99 years old brand; Craftsman, 85, and DieHard, 45. Last month, reports surfaced the Sears is looking to unload its Lands’ End division. Sears lost $3.1 billion last year.

Tags: brands, retail
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