Sears’ brands just unveiled big plans

Sears Holdings Corp. is expanding its lineup of Kenmore and DieHard products — including its firstever athome electric vehicle charger — even as the future of the bankrupt departmentstore chain remains in doubt.

The retailer, which is trying to stave off a potential liquidation after filing for Chapter 11 last month, announced a series of licensing agreements Thursday with third parties to make new home goods and auto parts under the Searsowned brands.

Terms of the deals weren’t disclosed.

Here’s a quick look at what Sears announced:

• AJ Consulting Inc. will sell DieHardbranded electric vehicle chargers for residential use with eventual plans to include commercial chargers and superchargers.

Sales are expected at national retailers and distributors across North America and some parts of Europe.

The plan includes building a charging network that lets electriccar drivers find DieHard charging stations on an app and map their route there.

• Drinkpod will now manufacture and sell Kenmorebranded home water filtration appliances and accessories to retailers in the United States and select countries.

In addition to dispensing water directly, each Kenmore water filtration appliance will have the ability to act as a central hub, providing filtered water to up to two other kitchen appliances, such as coffee makers and refrigerator ice makers.

• Gibson Overseas Inc. will manufacture Kenmore housewares ranging from cookware and bakeware to dinnerware, silverware, glasses, stemware, ceramic and plastic storage containers and other utensils.

• TRICO Products Corp. will manufacture DieHard wiper blades, fuel pumps and gas assist springs. They will be distributed at retailers across the U.S.

The Kenmore and DieHard announcements come a day after Sears and Kmart’s chief brand officer, Peter Boutros, said that the company is stocking its shelves even fuller than in previous holidays seasons in a bid to entice customers who might not realize it’s still operating.