Re-Crafting Craftsman: The iconic brand has been re-launched by Stanley Black & Decker
With the slow and ongoing demise of the Sears retail empire, it was inevitable that the company’s iconic tool brand, Craftsman, would be up for grabs.
By Dave Gray
With the slow and ongoing demise of the Sears retail empire, it was inevitable that the company’s iconic tool brand, Craftsman, would be up for grabs. Early in 2017, Stanley Black & Decker (SBD) stepped in and bought the Craftsman brand for an eye-popping $900-million USD. This August, SBD held a re-launch event for the brand, unveiling more than 1,200 new product SKUs, including hand tools, storage units, and a lineup of 30 cordless tools built on a new 20-volt battery pack. All will be sold in Canada at Rona and Lowe’s stores.
The V20 tools include a brushless ½” drill/driver, an 18-guage finish nailer, and a 7¼“ sliding mitre saw. Corded tools include a variety of saws, routers, sanders, and radios.
On the hand tool side, keeping with Craftsman traditional, there’s a heavy focus on mechanics’ tools, including 72- and 120-tooth ratchet sets. There are also tape measures with an 11-foot standout, a number of utility knives – including snap off blade models made specifically with the Canadian market in mind – hammers, drivers, and more.
Of course, the Craftsman brand had long ago expanded beyond tools and tool storage units and SBD keeps that tradition alive with everything from garage door openers and riding lawnmowers (including one with a 5”-turning radius). There even showed off a compact beer fridge. For use after you’ve put down the tools of course.