DieHard II: Power in smaller packages

Energizer, Duracell and Rayovac alkaline batteries will soon have a new competitor with a familiar name: DieHard.


The iconic car battery brand that conjures images of successful ignition in Death Valley or the North Pole, is entering the alkaline field through a deal ironed out between Sears Holdings, which owns the brand, and Columbus, Ohio-based Dorcy, a longtime Sears supplier and manufacturer of batteries and flashlights.


The DieHard alkaline batteries were displayed at the National Hardware Show in Las Vegas. 


“It’s a natural,” said Dorcy president and CEO Tom Beckett, whose company was announced as a new supplier of DieHard-branded alkaline batteries. “The DieHard brand has enormous goodwill, and this launch is a natural addition to our core business.”


The DieHard move follows the recent success Sears has had expanding its Craftsman brand into new channels through its partnership with Ace Hardware Corp. Both moves reflect Sears’ desire to treat its three big brands — Craftsman, DieHard and Kenmore — as businesses unto themselves. 


“Regarding what we do with Kenmore, Craftsman and DieHard, we’re going to do what’s right for the owner of the brands and the Sears Holdings family,” said Scott Freidheim, executive VP Sears Holdings and president of Kenmore, Craftsman and DieHard. “And we’re going to do it in a thoughtful way.”