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DieHard auto batteries enter Meijer stores

Sears Holdings has entered into a licensing agreement to distribute DieHard Gold auto batteries at Meijer Corp.'s 194 locations. Earlier this year, Meijer began selling DieHard brand portable power chargers and jump chargers.

The key to the expansion of the Sears brand is a license agreement with East Penn Manufacturing to distribute the products.

"We are bringing one of America's most trusted brands to more places and unleashing the value of DieHard," said Chris Caruso, general manager of DieHard. "For more than 40 years, the DieHard brand has delivered superior performance that consumers demand with each turn of the key. Now we are strategically expanding the distribution of the DieHard brand to provide access to America's most preferred auto battery brand to more consumers when they need it."

The move follows other retail expansions of Sears brands -- Craftsman at Ace and Costco is most notable. Sears' Kenmore appliances brand is also believed to be looking for new retailers to supply.

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