More than 850 Sears Auto Centers will now be stocking two tire lines manufactured by the Cooper Tire & Rubber Co. The private-label Sears Guardsman Plus and the Cooper Response Touring are the initial offerings.

“There may be other tires added to the assortment as well,” says Sears spokesman Larry Costello, who declines to discuss shipment volumes or anticipated customer demand.

The transaction marks Cooper’s return to Sears following a five-year hiatus from the shelves.

According to Costello, the previous alliance ended “amicably” in 2004. “Sears and Cooper were partners for a number of years,” he notes.

“Over the years, Cooper and Sears have enjoyed a very successful business relationship, and we are excited about introducing our brand at Sears’ retail stores,” says Phil Caris, vice president of sales and marketing for Cooper’s North American tire division.

Cooper Media Relations Manager Michelle Zeisloft explains that “for a number of years Cooper was a major supplier to Sears,” and the latest transaction “is a re-establishment of this relationship.”

“This relationship is an important component of our strategic initiatives in providing top line growth through increasing Cooper brand presence and market share in the national retailer channel,” adds Caris.

The Sears Guardsman Plus is being offered in 18 sizes, while the Cooper-branded Response Touring includes 16 sizes; both lines carry sizes ranging from 13- to 16-inch. The tire maker’s renewed Sears presence is expected to launch in the fall.

“By positioning select Cooper products with the Sears Auto Centers, Cooper now has an opportunity to present its brand to consumers that have chosen the Auto Center as their preferred vehicle maintenance destination,” Caris reports.

The Sears outlets “provide an established resource for vehicle maintenance and tire sales for those consumers that are loyal to the Sears brand,” he says.

The Response Touring is “designed to provide a smooth ride without compromising on performance and quality traction.”

For more information, visit www.searsholdings.com and www.coopertire.com.