DieHard Brand from Sears Holdings
2020
$200M
Why
Advance acquired the DieHard brand from Sears Holdings for $200 million in 2020, adding one of the most trusted and recognized names in automotive batteries to its proprietary brand portfolio. The acquisition included exclusive aftermarket rights to the DieHard name, battery testing technology, and related intellectual property.
Impact
DieHard became Advance's flagship proprietary brand for batteries, a high-margin, high-frequency replacement category that drives store traffic. The brand's decades of consumer awareness — built through Sears' retail network and iconic advertising — provided instant credibility that Advance's private-label brands lacked. Advance deployed DieHard battery testing equipment in stores, offering free testing that draws DIY customers into locations where they can be cross-sold additional products.
Outcome
DieHard has become a core component of Advance's product mix and margin expansion strategy. The $200 million purchase price was justified by the brand's consumer trust, the margin premium over national battery brands, and the store traffic generation from free battery testing. DieHard batteries are now sold across all Advance and Carquest locations, and the brand has been extended to marine, powersports, and lawn & garden applications.