DieHard AKA Zhejiang YAT Appliance. That good old Chinese craftsmanship that every red blooded American knows and loves. That's the kind of knockoff quality that'll bring members back to Sears! More Eddie fail at its finest.
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Let’s being back Companion
It's really telling that although we're in a really high Asian population area, no one Chinese ever comes to shop in our store.
To be honest though, this has been on-going since the later 90's. Most of craftsman power tools were made by Techtronic Industries Company (A Hong Kong company). TTI makes Milwaukee, Ryobi, Craftsman, Hoover, etc. Many companies use similar manufacture companies to "develop" their private label brand. In realty, it's just an OEM product with a label of the "brand".
Its no secret that Sears will now push the DieHard name as Craftsman is no longer exclusive. I get what they are doing as it's easier to build on an existing brand rather create a new one from scratch. However, the problem with this is that they risk of over branding the DieHard brand. DieHard has been known for automotive batteries and accessories not for powered lawn & garden tools. To me, this is a big hail Mary but then again, what's to lose at this point.
CLASSIC FAILURE. Bottoms up! Glug Glug.