The future of Craftsman is here

The iconic tool brand unleashes a massive collection of 1,200 new products.

BY Andy Carlo

Craftsman, the American tool brand that has lasted more than 90 years, today unveiled a colossal assortment of new products including power tools, tool storage, outdoor power equipment, hand tools, and accessories.

In the power tools category alone, the new lineup features more than 100 offerings including kitted tools, bare tools, combo kits, batteries, chargers, pneumatic nailers, and compressor combo kits. Included within the launch are the “standout,” premium V20 Brushless ½” Drill/Driver, V20 18-gauge Finish Nailer, and the V20 7-¼-inch Sliding Miter Saw Kit, Craftsman announced on its website today.

“For generations, Craftsman has been the brand that helps consumers reach their moment of achievement,” Allison Nicolaidis, chief marketing officer, global tools and storage at Stanley Black & Decker, said in a statement issued by the manufacturer.

“With the revitalization of the brand, we’re focused on delivering superior quality tools and products to continue this tradition, like never before. Additionally, it will be easier than ever for our customers to get the tools trusted for generations,” Nicolaidis added.

Altogether, Craftsman is introducing 1,200 new products, including 100 hand tools, 600 mechanics tools, over 60 pieces of outdoor power equipment, 130 power tool accessories, and more than 50 storage solutions.

“Today’s Craftsman brand revives our long-established pride in top-level quality with high quality products that will make a difference in the lives and jobs of customers,” said Tabata Gomez, vp of brand marketing at Stanley Black & Decker. “We take pride in understanding what matters and drives our customers, and are proud to continue supporting their doer mentality.”

Stanley Black & Decker took Craftsman off the hands of Sears for about $900 million in 2017. Following the acquisition, the brand made its debut in Lowe’s stores this past spring.

In an interview with The Street, Stanley Black & Decker CEO James Loree said the Craftsman brand had “de-volved” while under Sears’ ownership, noting that the American brand was in “sad shape” after years of neglect and shoddy overseas manufacturing.

Loree explained the overall strategy for Craftsman is to reintroduce a quality brand that is made in America but can be sold for prices similar to products produced in China.

The new assortment from Craftsman will be available in stores and online beginning this September. The Towson, Md.-based brand did not reveal specific retail outlets, however.


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