An American Icon Established by Sears, Which Still Offers the Largest Assortment of Craftsman Products of any Retailer in the U.S.
Today marks a new chapter in the history of the iconic Craftsman brand, as it is being re-launched, which you may read about in the news or social media.
The Craftsman brand has been woven into the fabric of American home lifestyle and trusted for generations, thanks to Sears and our many dedicated associates. Under Sears’ leadership, Craftsman became the most awarded tool brand in the industry for innovation and quality, in addition to being an industry leader in market share. For more than 90 years, Sears has offered a comprehensive product assortment in the tools, tool storage, garage and lawn and garden categories.
A consistent industry award winner, over the years the Craftsman brand has received multiple Edison Awards and in 2018 had five mowers and tractors recommended by a leading consumer magazine. Its accolades also include “Power Tool Brand of the Year” (2011) and Popular Mechanics’ Reader’s Choice Award.
Below are just a few of the tool innovations that our associates can be proud of – all developed by our Craftsman team here at Hoffman Estates prior to the sale of the brand:
Craftsman® Flex Claw Hammer *
Craftsman Sidewinder Flat Tape *
Craftsman Smart Lawn Connect Kit *
Craftsman Quick Boost Charger**
Craftsman Wi-Fi Smart Control DC Belt Drive Garage Door Opener
Craftsman Pro Series Connected Tool Storage
Craftsman Pro Series Riding Mowers with Turn Tight Extreme
Craftsman C3 Impact Driver
Craftsman MAX AXESS Mechanics Tools
*Edison Award winner
**Named “Best of What’s New” by Popular Science Magazine
Craftsman remains an important part of our tool offerings for our customers at Sears and Kmart as we remain the home of 80 categories of Craftsman tools, with more than 6,000 SKUs.
As announced when the deal to sell the brand closed in March of 2017, as Craftsman grows we receive payments of between 2.5% and 3.5% on new sales of Craftsman at other retailers for 15 years. Which means that SHC will continue to benefit from each Craftsman tool sold outside of Sears. But make no mistake, we’ve been the home of what is arguably America’s most iconic tool brand and we’re so proud to continue to offer Craftsman products right here at Sears and Kmart.
Tom Park is president of the KCD Brands division at Sears Holdings.