The Fall of Sears: What Happened to Kenmore, Craftsman, and DieHard?
Sears was once America's largest retailer. When it collapsed, its iconic brands were scattered across new owners. Here is where Kenmore, Craftsman, and DieHard ended up.
America's Store, Dismantled
At its peak in the 1980s, Sears, Roebuck and Co. was the largest retailer in the United States. Its catalog was a fixture in American homes. Its stores anchored shopping malls nationwide. And its private-label brands, Kenmore appliances, Craftsman tools, and DieHard batteries, were among the most trusted names in American consumer goods.
By 2018, Sears Holdings filed for bankruptcy. By 2026, fewer than 10 Sears and Kmart stores remain open in the entire country. But the brands that made Sears famous did not disappear. They were sold off, licensed out, and scattered across new owners who saw value in brand names that consumers still recognize.
This is the story of what happened to Sears' most iconic brands.
The Three Crown Jewels
Craftsman: Sold to Stanley Black & Decker
Sold: January 2017, for $900 million Current owner: Stanley Black & Decker (NYSE: SWK)
Craftsman tools were a Sears exclusive for over 90 years. The brand was synonymous with American craftsmanship and came with a famous lifetime warranty. When Sears' financial situation deteriorated, it sold Craftsman to Stanley Black & Decker in early 2017 for $900 million.
- Distribution expanded to Lowe's, Ace Hardware, Amazon, and other retailers
- New product lines introduced across power tools, hand tools, and storage
- The brand is now widely available where it was previously Sears-exclusive
- Craftsman tools remain one of the best-selling tool brands in North America
For consumers, the Craftsman sale has been largely positive. The tools are now easier to buy, the product range has expanded, and Stanley Black & Decker has invested in quality and marketing.
DieHard: Sold to Advance Auto Parts
Sold: December 2019, for $200 million Current owner: Advance Auto Parts (NYSE: AAP)
DieHard batteries were introduced by Sears in 1967 and became one of the most recognized battery brands in America. Sears' successor entity, Transformco, sold the DieHard brand to Advance Auto Parts in 2019 for $200 million.
- DieHard batteries are now available at Advance Auto Parts stores, Walmart, and other retailers
- The brand has expanded beyond automotive batteries into portable power, lighting, and other categories
- DieHard maintains strong brand recognition despite Sears' decline
Kenmore: Still with Transformco (Partially)
Current status: Complex licensing arrangement Owned by: Transformco (Sears' successor entity)
- Kenmore appliances are available at Lowe's
- Some Kenmore products appear on Amazon
- The brand is manufactured by various companies including LG, Whirlpool, and others under license
Unlike Craftsman and DieHard, Kenmore has not been cleanly acquired by a single company. The brand's future remains uncertain as Transformco continues to manage (or wind down) remaining Sears assets.
Other Sears Brands and Assets
| Brand/Asset | What Happened | Current Status |
|---|---|---|
| Lands' End | Spun off as independent company in 2014 | Publicly traded (NASDAQ: LE) |
| Sears Auto Centers | Most closed during bankruptcy | A few remain under Transformco |
| Sears Optical | Licensing agreements with Luxottica | Operating in limited locations |
| Kmart | Merged with Sears in 2005 | Fewer than 5 stores remain |
| Sears Home Services | Continues under Transformco | Still operating for repairs |
| Sears credit card | Portfolio sold to Citibank | Citibank manages accounts |
How Sears Fell
The collapse of Sears was not sudden. It was a slow decline driven by multiple factors:
1. Failed leadership strategy. Eddie Lampert, the hedge fund manager who took control of Sears in 2005, was widely criticized for prioritizing financial engineering over retail operations. He merged Sears with Kmart, creating Sears Holdings, but underinvested in stores, technology, and customer experience.
2. E-commerce disruption. Amazon and online retail fundamentally changed how Americans shop. Sears' catalog business, which was essentially the original e-commerce, failed to transition effectively to digital.
3. Competition from specialists. Home Depot and Lowe's took the tools and home improvement market. Best Buy took electronics. Walmart and Target took general merchandise. Sears tried to compete in all categories and lost in each one.
4. Real estate asset stripping. Lampert sold Sears' valuable real estate, including spinning off Seritage Growth Properties (a REIT) in 2015. While this generated cash, it left Sears without the physical assets that anchored its retail presence.
5. Brand neglect. Sears' private-label brands (Kenmore, Craftsman, DieHard) were its greatest competitive advantage. But years of underinvestment in these brands, combined with keeping them as Sears exclusives while foot traffic declined, wasted their potential.
The Brand Lesson
Sears' story offers a critical lesson about brand ownership: brands can outlive the companies that created them.
Craftsman was worth $900 million even as Sears was heading toward bankruptcy. DieHard was worth $200 million. These brands had value precisely because consumers trusted them independently of Sears. The brand equity was built over decades through quality products and marketing, and it survived the parent company's collapse.
- Toys "R" Us brands were acquired by WHP Global and continue through licensing
- Barneys New York name was acquired by Authentic Brands Group
- Brooks Brothers was acquired by Authentic Brands Group and SPARC Group
- J. Crew restructured and continued operating after bankruptcy
In each case, brand names proved more durable than the businesses behind them.
Where Sears Stores Stand in 2026
As of early 2026, fewer than 10 combined Sears and Kmart stores remain open nationwide, operated by Transformco. Most are operating with reduced hours, limited inventory, and uncertain futures. The Sears name still appears on home services (appliance repair) and some licensed products, but the retail empire that once employed over 300,000 people has effectively ceased to exist.
Frequently Asked Questions
Who owns Craftsman tools now?
Stanley Black & Decker (NYSE: SWK) acquired the Craftsman brand from Sears in 2017 for $900 million. Craftsman tools are now available at Lowe's, Ace Hardware, Amazon, and other retailers.
Who owns Kenmore appliances?
Kenmore is owned by Transformco, the successor entity to Sears Holdings. Kenmore appliances are manufactured by various companies (LG, Whirlpool, etc.) under licensing agreements and are available at Lowe's and other retailers.
Are there any Sears stores still open?
As of early 2026, fewer than 10 combined Sears and Kmart locations remain open in the United States, operated by Transformco.
What happened to Lands' End?
Lands' End was spun off from Sears as an independent, publicly traded company (NASDAQ: LE) in 2014, before Sears' bankruptcy. It continues to operate independently as an apparel and home goods retailer.
The Bottom Line
The fall of Sears scattered some of America's most trusted brand names across new owners. Craftsman found a strong home at Stanley Black & Decker. DieHard landed at Advance Auto Parts. Kenmore remains in limbo. The Sears story demonstrates that brand equity, once built, can survive almost anything, including the complete collapse of the company that created it.
Explore retail brand ownership on WhoBrands or browse retail brands.
Sources
1. Transformco. Corporate information. transformco.com 2. Stanley Black & Decker. "Craftsman Acquisition." Press release, 2017. 3. Advance Auto Parts. "DieHard Brand Acquisition." Press release, 2019. 4. Investopedia. "Top Companies Owned by Sears." Updated 2025. 5. Alibaba SmartBuy. "Sears Business Status in 2025." 2025.
All brand ownership data verified through WhoBrands.com's research methodology. Last updated: January 22, 2026.
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