Ace Hardware to Sell Craftsman Tools

February 23, 2010

Craftsman tools Sears’ ubiquitous 80-year-old Craftsman store brand will now be sold through Ace Hardware stores, with 100 outlets coming on line in May and many more to follow in June, according to a company statement.

"This is an exciting strategic move that expands access to Craftsman for existing and new customers," said Bruce Johnson, interim CEO and president of Sears Holdings. "Offering an assortment of Craftsman products more broadly through Ace locations will strengthen the Craftsman brand, which already has an incredible reputation for innovation, quality and trust".

Under the first phase of the agreement, qualifying Ace stores will sell America’s No. 1 tool brand, including hand tools, portable power tools, compressors, wet/dry vacs and tool storage.

In June, Ace will promote a number of Craftsman products, giving all 4,500 locally owned and operated Ace stores the opportunity to sell the Craftsman brand.

ACe store front "This alliance will reinforce Ace stores as a premium destination for customers shopping for tools and other quality core hardware products," said Ray Griffith, Ace president and chief executive officer. "Bringing the nationally-trusted Craftsman brand to the aisles of the most helpful hardware stores in America will benefit both our retailers and customers."

For more than 80 years, Craftsman has developed innovative products. The brand was ranked as the most trusted tool brand in America in the 2008 Harris Interactive Equitrend Brand Study.

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Keywords: ace harware, business, companies, craftsman, craftsman tools, food and beverage, industry, markets, private label non-foods, private label trends, private label tools, sears, store brand non-foods, store brand tools, store brand trends

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Craftsman tools need to be more marketable around the country from Ace Stores. Expand their brand tools into other competing markets to increase exposure.

Stephen at 8:48am EST - January 7, 2011

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