SEARS GRANTS USE OF BRAND NAME TO VIKING RANGE
By Adnews Staff
Sears Canada has sold Viking Range of Greenwood, MS the use of its "Viking" brand name. The details of the multi-year agreement, which went into effect on March 1, are not known. Sears has owned the Viking name for appliances since 1999 when it acquired all former Eaton's trademarks. The retailer will continue to use the stand-alone "Viking" name as one of its own private labels separate from the agreement with Viking Range. Viking Range appliances, previously marketed under the Ultraline name in Canada, will now be marketed under the "Viking Professional" and "Viking Designer" names.
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