The asset acquisition will give Advance the right to sell DieHard batteries.
Dec. 26, 2019—Advance Auto Parts, Inc. has acquired the DieHard brand from Transform Holdco LLC (“Transformco”), for $200 million, utilizing cash on hand.
The asset acquisition gives Advance the right to sell DieHard batteries and enables Advance to extend the DieHard brand into other automotive and vehicular categories.
In addition, the deal allows Transformco to sell DieHard brand batteries through its existing channels pursuant to a supply agreement with Advance. Advance is also granting Transformco an exclusive royalty-free, perpetual license to develop, market, and sell DieHard branded products in non-automotive categories.
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