DieHard brand charges into lawn and garden

Battery leader enters licensing deal with YAT Electric Appliance Co.

BY HBSDealer Staff

Las Vegas – The DieHard brand, which proved in 1970s-era television commercials an ability to start car engines in the frozen arctic and other inhospitable places, will soon apply its brand to the lawn and garden category.

Through a licensing deal with YAT Electric Appliance, DieHard branded trimmers, blowers and chain saws are expected to become available at retail in the fall of 2019. Other portable lawn and garden equipment launches will follow. Discussions with retail partners are in the early stages.

“This is one more example of our expansion strategy to unleash the power of the DieHard brand,” said Peter Boutros, president of Kenmore, Craftsman and DieHard brands and chief brand officer for Sears and Kmart.

Terms of the licensing deal were not disclosed.

“DieHard products have a reputation for being powerful, durable, authentic and innovative,” said Todd Murphy, president of YAT U.S.A. “We’re pleased to work with the DieHard team to develop hand-held four-cycle gas, battery and corded lawn and garden products that will provide the ultimate in power.”

The deal was announced Tuesday morning at the National Hardware Show. DieHard officials explained during a media event here that the brand expanded beyond batteries when market research showed strong consumer awareness of DieHard tires — even though they didn’t exist. Now the DieHard brand appears on tires, workwear, flashlights and other products.

YAT – the initials of Your Advanced Tool – is based in China near Shanghai. It describes itself as the world’s largest maker of electric chainsaws and manufacturers of batteries ranging from 18 volt to 116 volt. YAT is relatively new to the North American market and says it is bringing advanced technology to the market.


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