DieHard YAT

Enters Into Agreement in Principle with YAT Electric Appliance Co., Ltd.

The DieHard brand today announced an agreement in principle with YAT to manufacture and market DieHard brand lawn and garden products under license. The announcement came at the National Hardware Show in Las Vegas, where prototypes and renderings of the new DieHard lawn and garden products were unveiled to the press. Terms of the deal were not disclosed.

“The DieHard brand is one of the most storied and trusted American legacy brands and is woven into our American lifestyle,” said Peter Boutros, president of Kenmore, Craftsman and DieHard brands and chief brand officer for Sears and Kmart. “For more than 50 years, Americans have powered their vehicles with DieHard. Now they will be able to rely on DieHard for their lawn and garden equipment, as well. No other brand has the reputation for performance like DieHard’s. This is one more example of our expansion strategy to unleash the power of the DieHard brand. We will maintain direct and active involvement in building the business with our licensing partners at YAT.”

“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 new DieHard lawn and garden products are planned to become available at retail beginning in fall of 2019 and will include line trimmers, blowers and chain saws, followed by other portable lawn and garden equipment.

About The Author James Carey

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