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Sears Reaches Agreement With Schumacher Electric to Sell DieHard(R) Brand Products

Sears Public Relations And Communications
(847) 286-8371

Sears Reaches Agreement With Schumacher Electric to Sell DieHard(R) Brand Products

   DieHard Power Accessories to be Available at Additional Retail Outlets

    HOFFMAN ESTATES, Ill., Feb. 11 /PRNewswire-FirstCall/ -- Sears Brands
Management Corporation announced a trademark license agreement with
Schumacher Electric Corporation today which will enable DieHard-branded
power accessories to be sold to retailers in the U.S., Puerto Rico and

    "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, jump starters, 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

    "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 in Pomona,
Calif., Feb. 11-14. Hagan is in his second season with Don Schumacher

    DieHard has a new home on the Web at the relaunched and a
mobile companion at The sites include a help center,
battery selector, maintenance guide and a series of videos documenting
DieHard's performance inside the DieHard Torture Labs.

    About Sears Holdings Corporation

    Sears Holdings Corporation is the nation's fourth largest broadline
retailer with approximately 3,900 full-line and specialty retail stores in
the United States and Canada. Sears Holdings is the leading home appliance
retailer as well as a leader in tools, lawn and garden, home electronics
and automotive repair and maintenance. Key proprietary brands include
Kenmore, Craftsman and DieHard, and a broad apparel offering, including
such well known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well
as the Apostrophe and Covington brands. It also has the Country Living
collection, which is offered exclusively by Sears and Kmart. We are the
nation's largest provider of home services, with more than 12 million
service calls made annually. Sears Holdings Corporation operates through
its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.
For more information, visit Sears Holdings' website at

    About the DieHard brand

    Introduced in 1967, Sears designed the DieHard to produce 35 percent
more usable starting power than other similar batteries. Featuring a
revolutionary tough, thin-walled case of translucent polypropylene plastic,
which was 50 percent thinner than conventional black rubber-type battery
enclosures, the design's extra room meant bigger plates, more acid and
extra starting power. Consumers consistently rate DieHard as "most
trusted," "dependable," "performs in extreme conditions" by overwhelming
margins, according to a 2009 Battery Brand Tracker Survey.

    About Schumacher Electric

    Established in 1947, Schumacher Electric Corporation has been leading
change and driving performance to exceed their customers' expectation.
Engineered patent pending technologies and award winning marketing have
paved the way for Schumacher to be the battery accessories (battery
chargers, portable power sources, 12 volt accessories, etc.) manufacturer
of choice. Schumacher internationally distributes to retailers,
distributors, OE manufacturers and industrial markets. Schumacher's world
headquarters is located in Mount Prospect, Illinois with manufacturing
plants in China and Mexico. For more on Schumacher Electric, visit

SOURCE Sears Holdings Corporation

Web site:

Company News On Call:

CONTACT: Larry Costello of Sears Holdings Corp., +1-847-286-9036,; or Judy Stropus of Schumacher
Electric, +1-203-438-0501,

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