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The Wall Street Journal reports that Transform Holdco, which is the parent holding company of what remains of Sears, may not hold onto the iconic Die Hard brand, which it has been selling since 1967.

According to the story, the company, which was "created by the financier Eddie Lampert that bought the Sears and Kmart chains out of bankruptcy, has hired Guggenheim Partners to advise on the potential sales, after receiving inquiries from buyers."

The Journal notes that "prior to the bankruptcy filing, Sears had been selling assets, including some of its real estate and iconic brands. The Craftsman tool brand was acquired by Stanley Black & Decker Inc. in 2017. But it wasn’t able to find buyers for everything it wanted to sell. The Kenmore appliance brand was on the block for two years, but never found a suitable buyer, according to Mr. Lampert. In 2018, he offered to buy Kenmore himself, but the deal was never consummated."
KC's View:
Sears probably doesn't have much choice at this point, since it has to do something to stanch the bleeding. But this is yet another example of brand erosion at Sears, where pretty much every move they've made has ended up being fruitless.

It is worth pointing out that Sears hasn't sold Die Hard exclusively since 2017, when it made a deal with another retailer to make the brand available. That retailer was Amazon.