TOWSON, Md., Sept. 19, 2018 /PRNewswire/ -- CRAFTSMAN®,
an American icon trusted for more than 90 years and the newest
addition to the Stanley Black & Decker (NYSE: SWK) family of
tool brands, has announced the launch of a refreshed brand identity
and a new generation of tools, products and accessories.
Building on its strong heritage of instilling pride and
accomplishment among millions of makers – from homeowners and home
builders to auto enthusiasts and master mechanics -- CRAFTSMAN is
introducing more than 1,200 new tools and products over the next
year in the following categories:
- Power Tools, Equipment & Accessories
- Lawn & Garden Power Equipment
- Hand Tools
- Mechanic & Automotive Tools
- Storage & Organization Solutions
The products will be available at Lowe's Home Improvement, ACE
Hardware stores and other major retailers, including Amazon,
beginning this month. Initially, Stanley Black & Decker plans
to manufacture, with global materials, approximately 30 percent of
the tools in its U.S. facilities, with the goal of increasing that
ratio to more than 50 percent over the next few years.
"For generations, CRAFTSMAN has been the brand that helps people
reach their moment of achievement," said Jeffery Doehne, General Manager of CRAFTSMAN at
Stanley Black & Decker. "With the revitalization of the brand,
we're focused on delivering high quality, high value products to
continue this tradition while making it easier for our customers to
get the new tools, products and accessories, available with more
retailers than ever before," added Doehne.
In addition to a broad range of new product offerings, customers
will also notice an updated brand identity featuring the new
CRAFTSMAN logo and more vibrant color scheme.
"Today's CRAFTSMAN brand revives our long-established pride in
high quality products that will make a difference in the lives and
jobs of customers," said Allison
Nicolaidis, Chief Marketing Officer for Global Tools &
Storage at Stanley Black & Decker. "We take pride in
understanding what matters to makers and are proud to continue
supporting their doer-mentality."
To officially unveil the new brand, CRAFTSMAN invited and hosted
more than 100 members of the media and like-minded brand
influencers to the brand's new hometown of Baltimore, Md. Together, they were invited to
experience the next generation of the brand, sharing their
experiences and news via #CRAFTSMANLaunch and #WeBuildPride
hashtags.
For more information about the CRAFTSMAN brand, including videos
and product specifications, and availability, visit
www.craftsman.com.
About CRAFTSMAN:
CRAFTSMAN is the American icon that
homeowners, home builders, auto enthusiasts and master mechanics
have trusted since 1927 – and today's CRAFTSMAN continues that
legacy. With a focus on reliable, high-performance tools, storage
and equipment, CRAFTSMAN has revived its long-established pride in
superior quality. Now it's easier than ever to get the tools
trusted for generations at more places than ever. For more
information visit www.craftsman.com or follow CRAFTSMAN on
Facebook, Instagram and Twitter.
Media Contacts
Tim Perra
Vice President of Public Affairs
Stanley Black & Decker
Phone: (860) 655-3566
Sarah Windham
Senior Manager of Public Relations
Stanley Black & Decker
Phone: (410) 716-3699
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SOURCE CRAFTSMAN