Sears doing what?

I do not understand this.   Why would  Sears sell  its three best-known brands?   It seems to me that if you wanted to grow the Kenmore,  Craftsman, and Diehard brands,  you would consider dumping other items or lines which are less well-known and less profitable,  with less growth potential.   I fear a long-time icon is disappearing into the dustbin of history.