Have you seen the clever TV commercials for DieHard batteries featuring actor Bruce Willis, best known for…well, the Die Hard movies? They are wonderful and along with spots for Craftsman tools they might make you think it’s time to head to your nearest Sears to pick up some gifts. Wrong. Sears sold both brands over the past three years and while Craftsman products are still available at the less than 65 remaining Sears stores, most of its distribution is at Lowe’s. DieHard can be found at Advance Auto which bought that name last year. It’s another sad, sad example of how under Eddie Lampert Sears has sold off everything of value to provide cash for its owners. It’s smart for those owners…but really Stupid for the business.
Some reflections in my new Forbes.com post: https://www.forbes.com/sites/warrenshoulberg/2020/11/23/craftsman-and-diehard-but-not-sears-return-for-the-holidays/?sh=5611ebff182d