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Sears Licenses Kenmore Floor Care Overseas

Culls more cash from legacy brand 8/22/2017 11:00:00 AM Eastern

Sears Holdings has culled some additional cash from its private-label Kenmore brand.

The retailer, which recently began selling Kenmore appliances to Amazon, has given Cleva North America the OK to make and distribute Kenmore and Kenmore Elite branded floor care products internationally.

Cleva, based in Greenville, S.C., makes Vacmaster vacuum sealers, Duravac wet-dry vacs, Lawnmaster lawn-care products, and Armor All car-care products. Under the new licensing agreement, Cleva will produce vacuum cleaners, stick vacuums, hand vacuums, robo vacs, carpet cleaners, bare floor cleaners, sweepers and accessories under the Kenmore and Kenmore Elite badges for sales overseas.

“We are excited about the opportunity to expand the Kenmore line of vacuums to key retailers and continue the legacy of the Kenmore brand,” said Cleva North America president Bob Davis.

Separately, Sears also licensed it DieHard line of Alkaline batteries and flashlights to Dorcy, International for distribution in the U.S., Puerto Rico, the Carribean, Latin America and select South Pacific locations.

“Both of these agreements are examples of our expansion strategy to unleash the power of these iconic brands internationally,” said Sears’ Tom Park, president of Kenmore, Craftsman and DieHard brands.

Park has led the effort to monetize Sears’ private-label portfolio under chairman/CEO Eddie Lampert, who is looking to stave off bankruptcy by licensing, sharing or selling its brands, service businesses and stores.

See: Amazon-Kenmore Deal Portends Rough Seas For Sears

Sears will report its second-quarter results on Thursday (Aug. 24).

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