KCD Brands and DieHard partner to launch new OPE products, more

KCD Brands and DieHard Licensed Products have announced a partnership with Equity Sales & Marketing (ESM) to manufacture, sell and market a new line of DieHard-branded products in a variety of categories, including battery-powered outdoor power equipment.

“For 55 years, DieHard has been an iconic brand known for being reliable, durable and powerful,” says Terry Marquardt, CEO of ESM. “ESM is honored to be working with KCD Brands to create innovative new products across multiple categories that will bring life-enhancing products to the marketplace.”

Developed and manufactured by ESM, DieHard-branded products will include

* Battery-powered outdoor power equipment;

* Electric vehicle chargers;

* Battery portable power tools;

* Wet/dry vacuums; and

* Workwear, all under licenses.

“DieHard stands for trust and reliability, and we have long believed that this powerful brand has virtually unlimited potential going forward,” says Sri Solur, CEO of KCD Brands. “We are very excited for the opportunity to work with Terry and the ESM team, and to continue building our partnership on the power of the DieHard brand name. We also look forward to powering ahead with DieHard licensing opportunities in the coming months and beyond.”

KCD Brands operates iconic American consumer brands, including DieHard as well as Kenmore. The DieHard brand is owned by Advance Auto Parts, which acquired the DieHard brand in 2019 and also .entered into a strategic license agreement with Transform and its affiliates – including KCD Brands – providing them an exclusive opportunity to develop, market and sell certain DieHard-branded products in select categories.

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