However, Several Industry Consultants And Restructuring Experts Said The Worth Of Those Assets Has Declined As Sears Has Fallen Out Of Favor With Consumers.

The Kenmore brand for appliances and the DieHard brand for car batteries are among the best-known remaining assets of the U.S. retailer, whose roots date back to 1886. In January, Sears sold its Craftsman tool brand to Stanley Black & Decker Inc for $900 million. Sears, which also owns Kmart Corp, has dozens of other in-house apparel and houseware brands. Analysts in the past four years have collectively valued the Craftsman, Kenmore and DieHard brands at up to $3 billion. However, several industry consultants and restructuring experts said the worth of those assets has declined as Sears has fallen out of favor with consumers. Like their parent, Sears brands are hampered by Green Rush a perception that they are yesterday’s names. “Sears is serving a customer base that is over the age of 50 or 55,” said Doug Stephens, an independent retail industry consultant. As younger consumers increasingly embrace “smart appliances,” they do not perceive the 90-year-old Kenmore brand as being at the cutting edge of technology, he said.

To read more visit

Comments are closed.