Throughout its history, Sears has committed itself to quality
private-label brands. For Sears, its brands are more than just
the names of product lines. They are symbols of the company.
Sears stakes its reputation on the strength of its brands.
Products must meet the most rigorous standards of quality and
safety before they earn the right to bear such names as DieHard,
Kenmore, and Craftsman.
Over the years, many popular Sears brands have come and gone,
leaving behind them proud legacies of many satisfied customers
and significant cultural impact. Brands such as J.C.
Higgins sporting goods, David
Bradley farm implements, Harmony
House furniture, Coldspot
guitars and many others have all carved their niches in history.
Other brands have survived the test of time at Sears. In 2002,
both Kenmore and Craftsman celebrated their 75th anniversaries,
and DieHard celebrated its 35th anniversary—and all did so
with a series of new products plus reputations that outpace all
of their competitors'.
All Sears' brands past and present have interesting stories
behind their products, their staff, the origins of their names,