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DieHard Now Available at Meijer

Sears Holdings () continues to create brand value by allowing Meijer stores to carry DieHard battries. This will be the first time you can buy DieHard outside of a Sears or Kmart store. I have shopped at Meijer many times and it is not the first place you’d think to buy auto batteries; however, the stores seem to be getting way more customer traffic than my local Sears/Kmart. For those not familiar with Meijer, it is very similar to a Walmart with a grocery section. I’m surprised AutoZone () wasn’t tapped to be the first outside retailer to sell DieHard since Sear’s Chairman, Eddie Lampert and his investment fund have a huge stake in the company.

From the Sears :

“We are bringing one of America’s most trusted brands to more places and unleashing the value of DieHard,” said Chris Caruso, GM 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. To achieve that goal, Sears Holdings has entered into a license agreement with East Penn Manufacturing to distribute DieHard Gold to Meijer.”

“Meijer is pleased to enhance our automotive department with the addition of DieHard auto batteries,” said Mark Carpenter, automotive buyer for the Grand Rapids, Michigan-based retailer. “Meijer customers expect the highest quality products at an exceptional value, plus the addition of the DieHard brand to our automotive offerings is yet another way we are living up to our promise of higher standards and lower prices.”