CRAFTSMAN Brand Relaunches

CRAFTSMAN Brand Relaunches with a Full System of Tools, Equipment and Accessories

CRAFTSMAN Brand Relaunches

CRAFTSMAN builds on its legacy of pride with updated brand identity and more than 1,200 tools and products

Mississauga, ON (2018) – CRAFTSMAN, the American icon trusted for over 90 years, announces the next generation of the brand. CRAFTSMAN has a strong heritage of instilling pride and accomplishment, and looks to continue that legacy with the introduction of a full system of tools, equipment and accessories with a fresh perspective on the brand identity.

CRAFTSMAN is the latest addition to the Stanley Black & Decker family, and brings a rich history of reliable tools that homeowners, home builders, auto enthusiasts and master mechanics have trusted since 1927.

As part of the launch, CRAFTSMAN has begun and will continue rolling out an accomplished system of products. More than 1,200 tools and products will launch within the first year, within the following categories:

•    Power tools,
•    Equipment & accessories
•    Lawn & garden power equipment
•    Hand tools
•    Mechanic & automotive tools
•    Storage & organization solutions

“For generations, CRAFTSMAN has been the brand that helps consumers reach their moment of achievement,” said Allison Nicolaidis, chief marketing officer, global tools and storage at Stanley Black & Decker. “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,” added Nicolaidis.

In addition to an accomplished line of product offerings, customers will also notice an updated brand identity with an updated CRAFTSMAN logo and more vibrant color scheme. Tools and products will appear in any combination of these colors, conveying a consistent style.

“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, Vice President 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,” added Gomez.

For more information about the CRAFTSMAN brand, including videos and product specifications, and availability, visit

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Friday, August 17, 2018