Raleigh, N.C.– Advance Auto Parts has acquired the DieHard brand from Transformco for $200 million utilizing cash on hand. The asset acquisition will give 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.
“DieHard will help differentiate Advance, drive increased DIY customer traffic and build a unique value proposition for our Professional customers and Independent Carquest partners,” said Tom Greco, president and CEO, Advance Auto Parts.