Sears announced plans to begin selling Craftsman Tools in 100 Ace Hardware stores, marking the first time the brand will be available outside Sears-owned stores. The move is part of a larger strategy to increase business through licensing of Sears' signature brands. "Our mission is to develop a brand-building factory that grows the business, the brand equity and shareholder value of Craftsman, Kenmore and DieHard," said Guenther Trieb, head of Sears' brands division.

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