Sears Licenses Kenmore Floor Care Brand

Sears Holdings has signed two licensing agreements in a continuing effort to broaden the reach of its Kenmore and DieHard brands internationally.

Cleva North America will manufacture Kenmore and Kenmore Elite vacuums and accessories for distribution at retailers worldwide. The agreement applies to vacuum cleaners, stick vacuums, hand vacuums, robotic vacuums, carpet cleaners, bare floor cleaners, sweepers and accessories.

In addition, Dorcy International will manufacture DieHard Alkaline batteries and flashlights. The agreement is said to renew and expand the existing distribution of these DieHard products.

Terms of the deals were not disclosed.

“We will have direct and active involvement in building the business with our licensing partners and we’re confident that both Cleva and Dorcy will maintain our high quality standards,” said Tom Park, president of Kenmore, Craftsman and DieHard brands at Sears Holdings.

Bob Davis, president of Cleva North America, added, “We are excited about the opportunity to expand the Kenmore line of vacuums to key retailers and continue the legacy of the Kenmore brand. With our ongoing attention to product innovation and consumer focused solutions, Cleva will be adding new products to its current award-winning portfolio of Kenmore vacuum cleaners.”

Sears also recently entered into agreements with Amazon in an effort to broaden its reach, including the launch of its Kenmore brand on