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Sears sells DieHard brand to Advance Auto for $200M

NEW YORK — Sears has sold the DieHard car battery brand as the struggling retailer continues to shed assets to raise cash.

The company, created by Sears in 1967, was acquired by Advance Auto Parts for $200 million, the companies said Monday.

Sears will still be able to sell DieHard goods in its stores. And it will still be able to create products for the brand as long as they are not auto-related.

DieHard was one of the many brands launched by Sears during its more than 130 years in business.

Sears, which had 4,000 stores at its peak, sought bankruptcy protection last year and is now owned by Transform Holdco. By early next year, it will operate fewer than 200 stores.

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