HOFFMAN ESTATES, Ill. — Sears Brands Management Corp. has announced a trademark license agreement with Schumacher Electric, which will enable DieHard-branded power accessories to be sold to retailers in the U.S., Puerto Rico and Mexico.
"DieHard is the top-selling brand of power accessories in the U.S.," said Guenther Trieb, senior vice president and president of brands. "We’re excited that this agreement will allow our customers the opportunity to purchase DieHard power accessories at additional retail outlets."
The DieHard products to be sold as part of the agreement include battery chargers, jumpstarters and power inverters. In a 2009 Battery Brand Tracker Survey, DieHard products were selected by an overwhelming margin as "most trusted," "dependable" and "performs in extreme conditions," said the company.
"The DieHard name is the most trusted in the automotive battery industry, and the brand is instantly recognized by millions of consumers," said Don Schumacher, CEO of Schumacher Electric. "Through this license agreement, we look forward to expanding the reach of the DieHard brand and the availability of DieHard products through retail channels."
In related news, DieHard is serving as the primary sponsor of the Don Schumacher Racing Dodge Funny Car driven by Matt Hagan in the 2010 NHRA Full Throttle Drag Racing Series. The 23-event season begins Feb. 11-14 in Pomona, Calif. Hagan is in his second season with Don Schumacher Racing.
DieHard has a new home on the Web at the relaunched DieHard.com and a mobile companion at mobile.diehard.com. The sites include a help center, battery selector, maintenance guide and a series of videos documenting DieHard’s performance inside the DieHard Torture Labs.
