It’s literally last year’s news that Stanley Black & Decker owns Craftsman Tools. There’s plenty of work for the company to do as it shifts the Craftsman brand into the fold with DeWalt, Porter-Cable, Proto, MAC Tools, and more. But what happens next?
There are some crossover products in Craftsman’s offering that seems to compete with the other brands in the SBD family. Anytime a tool group (or other manufacturing sectors for that matter) makes a similar acquisition, you can expect some changes. We’ve collected some whispers, rumors, and batted around some thoughts of our own.
It’s important to note – NONE of this is based on anything other than conjecture. It’s guesswork all the way around, but it’s kind of fun to dream, scheme, and then see if we’re right.
Stanley Black & Decker Owns Craftsman Tools – What Happens Next?
Theory #1 – OPE Focus
Theorized by some, including PTR Editor-in-Chief, Clint DeBoer, Craftman’s tools divisions are absorbed into other brands like Porter-Cable and Stanley (Porter-Cable hand tools, perhaps?) while the Craftsman brand goes completely lawn care.
Completely Made Up Probability Rating: 40%
This one’s possible given how much of Craftsman’s business is in lawn care. Well, maybe not the Porter-Cable hand tools. Those would be better shifting to Stanley.
Theory #2 – Business as Usual
It’s possible that SBD may just let Craftsman continue running the majority of their business as is. Some of the direct competition between brands will just fall away from Craftsman where it’s not as profitable.
Complete Made Up Probability Rating: 10%
It’s just not likely with so many crossover products that SBD would rely on the Craftsman name alone and take sales away from the other branches.
Theory #3 – Porter-Cable Moves Out and Craftsman Moves In
Porter-Cable has seen very slow expansion compared to the other brands. We know DeWalt isn’t going anywhere on the Pro side and neither is Stanley for DIYers. With Porter-Cable unable to find a solid foothold in the Prosumer market, Craftsman uses their brand recognition to take over that sector.
Completely Made Up Probability Rating: 30%
This one is another attractive possibility. Gone are the days of high-quality Pro-level routers (many of which are still in use) as the brand has struggled in this tool group and Craftsman as a Prosumer Brand isn’t a huge leap of faith. Plus, the Prosumer/homeowner route allows them to keep their lawn care business.
Theory #4 – Craftsman Becomes the New Pro Mechanic’s Choice
In this scenario, DeWalt lets go of their automotive focus and hands it over to Craftsman. With Craftsman already making a lot of hand tools, they move up in quality on the power tool and storage side to maintain a Pro focus.
Completely Made Up Probability Rating: 20%
I really want to like this scenario because of the nostalgia that using Craftsman hand tools has, but it’s a bit too much of a stretch to see them give up the lawn care side of their business to focus solely on mechanics.
So Stanley Black & Decker owns Craftsman Tools – what do you think they’re going to do? Tell us if you agree with one of our thoughts or if you have another thought in the comments below!
Any chance Craftsman tools will be American made with American steel?
Problem is in viewing the new cordless drill it does not come with a hammer feature nor a on battery charge indicator. So that in itself will be a no deal for many trades people I will not purchase a cordless drill without the hammer feature! I feel Craftsmen drop the ball and will be punting on this one. Harbor freight has launched the Hercules brand 20volt cordless hammer drill and a 20 volt Impact for around the same price and getting great reviews even contractors are buying into this one. Craftsmen only has the home owner in site which… Read more »
SBD purchased Waterloo manufacturing plant to solely build as many craftsman hand tools made in USA as they can. If they want to continue contracts with TTI they can continue the 19.2 v and 12 v line of craftsman power tools. Which used much of the same design ryobi did for years. The 12v line wasn’t very popular but could be an entry way to picking up where Milwaukee beats DeWALT. I think they will use the name as many of dad and grandad has a craftsman tool in their toolbox somewhere.
I totally gave up on anything Black and Decker maybe 20 years ago, I just hope they don’t ruin another brand.
Aren’t most Craftsman products manufactured by competitors of Stanley Black & Decker? The manufacturer of the USA-made screwdrivers and pliers parted ways with Craftsman last year, after Stanley Black & Decker purchased the Craftsman brand.