Amazon’s Craftsman tool banner advertisements, as shown above, have been following me around the web, on my desktop, laptop, and phone. To me, it seems that Amazon is very heavily advertising that they now carry Craftsman tools. There are also ads on Amazon’s shopping site.
Presumably, I’m seeing these ads because of my tool-related online browsing behaviors. Still, the high frequency at which I’ve been seeing these Amazon Craftsman tool ads has become quite noticeable.
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Amazon now has their Craftsman store-in-a-store section now, and with a broader range of categories than a couple of months ago. Back in April, we spotted many new Craftsman tool listings, and it seems that most of those tools are now shipping. I would also imagine that Amazon is nearly ready for the Q4 and 2019 winter holiday shopping season.
Meanwhile, Lowe’s has worked to revamp many of their stores with very prominent Craftsman tool displays. Lowe’s tool section used to be very blue, the color of their Kobalt brand, and now it is very red.
In previous years, I’ve seen and heard a lot of Lowe’s Kobalt tool advertisements on TV and the radio, usually around the winter holiday shopping season and Father’s Day. If I recall correctly, there were some Craftsman commercials last year. So, what’s going to happen this November?
At this time, there aren’t many places to buy new Stanley Black & Decker-era Craftsman tools. Here is their current list of USA distributors:
- Lowe’s
- Ace Hardware
- Amazon
- Menards
- Blain’s Farm & Fleet
- Atwoods Ranch & Home
That’s a very small list, and it seems that Amazon and Lowe’s are Craftsman’s largest retail partners. I think that we could expect to see heavy holiday season promotions, but I would expect – and hope – for Amazon and Lowe’s to place strong emphasis on Craftsman promotions.
Craftsman used to be a Sears brand. Even when Sears established limited Craftsman tool distribution with Ace Hardware back in 2010, everyone knew that you went to Sears to buy Craftsman tools. Customers simple knew that Sears was the Craftsman tools store.
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I don’t recall seeing Amazon advertise so heavily for other tool brands, which is why these Craftsman ads caught my attention. Stanley Black & Decker is positioned to grow their Craftsman brand offerings over the next few years, and with the strength that the Craftsman brand carries, Amazon might be striving to be known as the source for Craftsman tools. Or, I’d say that’s at least a strategy they should be adopting.
Lowe’s investment into revamping their stores could not have been a small sum, given how much work was done, and so I would expect to see more prominent advertising from them.
Could Amazon be trying to indoctrinate customers with the idea that they are the new Craftsman tools source, through visibility and repetition?
It’s going to be very interesting to see how Amazon and Lowe’s compete with each other for Craftsman customers’ business. Right now, Amazon is vying for my attention (as a consumer) via very many banner ads online, and Lowe’s has their highly visible in-store displays.
It will also be interesting to see how warranty claims are handled. Craftsman says:
Should you have a product that requires repair or replacement under warranty, simply return the product to the original place of purchase for repair or replacement. If you have questions or concerns, call us.
It remains to be seen how this will work with online purchases from Amazon.
Would Amazon be promoting their Craftsman tools availability so heavily if Lowe’s wasn’t such a big partner for the brand?
Although it seems to me that Amazon is aiming to compete with Lowe’s, that might not be the case. Maybe I’m reading into things too deeply. However, when has Amazon made this much of a fuss over a tool brand? For example, you can now buy Ego tools at Amazon, but I don’t recall seeing any advertising about it.
It seems somewhat balanced, actually. Visit a Lowe’s store, and you’ll see red Craftsman tools everywhere you look in the tool section. Online, I’ve been seeing a lot of Amazon’s Craftsman tools banner ads.
If you were planning to purchase any Craftsman tools, would you be more inclined to order from Amazon or from Lowe’s?
OhioHead
Stu,
Do you know if the tool brands pay/provide rebates for sales to help with the advertising/store makeovers which have been taking place @ Lowe’s/Menard’s to help grow the brands Craftsman????
Next time in Menard’s you must look for Dot’s pretzels (out of the Dakota’s) and provide your feedback to your loyal readers!
mattd
I know that in homedepot many vendors actually pay for their shelf space if it is in a “special” location (like an endcap up front). So it would not surprise me if SBD/Craftsman financed most of the remodel. (I am sure they provided all of the signage atleast)
Kilroy
In the retail industry, paying for shelf space is known as “slotting” (as in slotting new products into the shelf), among a few other terms.
I haven’t worked in the tools business, but I’d say it is very safe to assume that Amazon and Lowes are getting VERY significant incentives to push Craftsman products, in various forms (sales incentives, off-invoice rebates, etc etc). They have to be, otherwise they are (quite frankly) stupid to be promoting Craftsman that much.
Going off the part of retail I can speak to… Just as movie theaters are really in the food business, not the movie business (read: movie theaters make the vast majority of their profits from the overpriced concessions, and make very little on movies), supermarkets are really in the real estate business, not the food business. Supermarkets have very tight margins and make most of their gross margin in the edges of the store (not in the middle of the store where most branded items are).
A good rule of thumb is that anytime you see a branded item in a supermarket, someone other than the supermarket paid (in one way or another) for you to see that brand. New item on the shelf? The manufacturer/distributor/importer paid slotting fees to get it there. Sign on the floor in the aisle? That wasn’t free, someone paid for that. Item advertised as being on sale in a weekly flyer? Someone paid money for that, often as a promo allowance. Item on the front page of a weekly flyer? Someone paid a LOT of money for that. Digital store coupons? Coupons that print out at the register? Item on an endcap or other prominent display (e.g., “action alley” in Walmart, the pallet-sized displays in the middle of the main aisle)? Same thing, those all happened because the manufacturer or their agent paid for them in one way or another.
I’m a little biased/jaded by my time working for manufacturers, and when I see products on heavy promotion and with big displays, I assume that based on the heavy promotion the products aren’t the best value for the quality, but that’s just me… In the end, just like in a mall, someone has to pay for all that pretty real estate.
Stuart
Sorry, there’s no Menard’s around here. I can find those pretzels online, and might give them a try.
As for retail arrangements, I’ve given up trying to understand how they work. With partnerships this big there are likely detailed arrangements more complex that typical brand-dealer contracts.
OhioHead
Stu,
Dot’s are sometimes available @ Farm & Fleet type stores or Ace/Tru-Value – FYI.
I know in the IC channel (specific to the major tool manufactures) there used to be rebates based on sales, was just wondering how it works in the Big Box space since it is not cheap to reset entire tool areas specific to the Craftsman rollout @ Lowe’s.
Toolfreak
SBD was already one of Lowe’s largest suppliers, so it’s not really a surprise they worked out some kind of secret deal when SBD bought the Craftsman brand, and Lowe’s agreed to carry Craftsman as it’s primary tool brand and phase out Kobalt.
I don’t think they actually pay bribes or provide rebates or anything like that, so much as they sign legal agreements for Lowe’s to be the sole big-box store to carry Craftsman for a certain number of years, prevent any new stores that didn’t already have agreements with Sears to sell Craftsman from doing so, etc.
Vards Uzvards
Stewart,
you’re seeing all these Craftsman ads on Amazon probably because you were searching for them on the site. I use Amazon literally every day, buy often, and lately ordered a few bunches of tools. And I saw Craftsman suggestion exactly once, even though there are tools in their line-up (judging by Lowes.com) which I was shopping for this summer.
Joseph
You are correct.
Stewart, do you see that tiny triangle upper left-hand corner of the ads? That’s called “Ad Choices.” If you search for something and Ad Choices is enabled, then the ads for that product or website will show up.
Stuart
Thank you Virds and Josef. If a typical ad follows me around the web, I might see it say 3 times. When an ad is displayed to me 20 times, that’s a potential indication of a particularly strong ad campaign. I know how ad are personalized, but these ads broke established patterns that I’m used to seeing.
Keep in mind that ad networks have a sort of behind the scenes auction. The ad network tries to determine which ads would be of most interest and clickable nature for the website visitor, and then considers the bid values of different advertisers. A higher interest ad of higher bid rate wins out, and that’s what gets displayed.
My interpretation of the high display frequency is that Amazon is bidding high and looking for very high display rates. I don’t recall them doing that for or with other brands, and if they did, those campaigns weren’t noticeable in any impactful way.
Altan
What I can see in these advertisements is that the hunger of getting tools for cheaper prices had forced me for cheaper tools also as there are less and less quality brands or not available anymore in some cases.
Brian A
I am disappointed that many of the Kobalt tools in Lowes is being cut back or eliminated. Especially if all this Craftsman stuff is just overpriced cheap rebranded products from other SBD lines. Some of the Kobalt tools weren’t bad. The last time I walked into Lowes I felt like I was back in Sears, Craftsman overload.
Jarf
I’m frustrated in the way that Lowe’s seems to be so quickly dumping Kobalt.
My prediction is that Craftsman will be long gone in 5 years. And I have zero interest in Craftsman!
Brad
If SBD stays true to what they intend to do for the brand (and stick with it) it will gain traction.
If they go through with the new plant in Texas and can stamp that “Made in USA” on the hand tools again it will be a very large boost for the brand.
Pretty sure DeWalts hand tools would also start coming out of the same plant, probably marked as “Professional”
Jarf
It makes no sense though.
Craftsman has always been associated with Sears and Sears is dying.
I just don’t understand ramping up one of your brands to compete with others.
I wonder who made Kobalt?
Stuart
Different brands made Kobalt tools, such as Apex Tool Group and Great Star.
Toolfreak
It makes sense because Craftsman is the most-recognized tool brand in the country if not the world, and it’s one of the most well-known retail brands overall, too. Even people who know very, very little about tools know that Craftsman makes tools and their tools have a lifetime warranty.
According to the wiki, Kobalt was launched by Lowe’s in 1998, since they didn’t have a house tool brand. The stuff was pretty decent when it was made by Williams in the 90s and Danaher in the 2000s. It’s been downhill since then.
It also makes sense due to the reported push by SBD to bring Craftsman back to the USA, with the plant in Ft. Worth. SBD is going to need a big retailer to sell all those millions of tools it’ll be making in the USA, and Lowe’s probably made the calculation that Kobalt will never have the recognition of Craftsman so you might as well have the best-known brand name in tools in your store if you can.
James Skaar
Chervon makes Kobalt power tools. And SKIL. And EGO. …And Flex and Devon, which apparently matter in some other countries.
Kobalt is definitely still the better value proposition to Craftsman, though.
Vards Uzvards
I’m responding here because there is no REPLY link in a more appropriate place.
“Craftsman is the most-recognized tool brand in the country if not the world”
Definitely “NO” in response to the second part of this statement, and probably the same “NO” to the first part as well.
I came to this country about twenty years ago. Before coming here (from a small Eastern European country) I was familiar with Bosch and Makita, plus a few other less often mentioned here brands, but not with Craftsman. And I learned about Craftsman only from this web site, about 3-4 years ago. Made my second trip (in twenty years!) to Sears, just to take a look … found it very depressing, and left, without feeling that I missed something.
Sorry about that, but this is my experience.
Brad
Oh, and one more thing.
Sears must die because they are just polluting the water.
I sense that SBD will do all in there power to undercut Sear Craftsman until Sears finally implodes (or maybe that should be “finishes” imploding)
RKA
Lol! Sears IS dead, they don’t need to compete with Sears. A couple weeks ago I was desperate to find to very specific tool to fix my disassembled car. Monday morning when the stores were opening I hit Advanced Auto Parts, Harbor Freight, Lowe’s, Pep Boy’s and Autozone. Sears was along the way, but there was a 0% chance they had what I needed (even the others were a long shot). AZ was the winner, glad I didn’t trust the website which indicated “0 in stock”.
Brad
Dead, no, not yet.
For the next 15 years SBD has to give Sears Holding 2-3% of all profit from selling there own Craftsman. On top of that, SBD is being hedged (albeit a small percentage) from the sale of Sears Craftsman.
Then there is that pesky warranty. With Sears stores drying up, people will be taking in their broken Sears Craftsman to say Lowes to be replaced with SBD Craftsman. That cuts into profits. (Not to mention, the rash of broken Chinese Craftsman that will just seem to occur out of the air if SBD Craftsman tools is brought back to the USA)
All these small percentages amount to millions.
Mark my words, this Christmas if Sears has a Craftsman 10″ miter saw for $129, Lowes, Ace, Menards, and even the corner 7-11 will be countering with a SBD Craftsman 12″ miter saw for $119.
Chris
If I WERE to buy craftsman tools, which I won’t, but if I were, I’d go to Lowe’s. You can’t beat feeling a product before buying it. (Coming from the person who buys snap on tools online) plus there are a few Lowe’s in my area so even if one didn’t have a tool I was looking for, another one might.
I’m currently not interested in craftsman anyway. I think it’s great that SBD has relaunched craftsman, but I likely won’t buy craftsman until/unless SBD starts making their tools in the US, and all SBD retailers will warranty all hand tools. Also I’m not a fan of how Lowe’s has really pushed Kobalt almost out the door. I really like Kobalt, and to see Lowe’s replace them with basically the same thing just confuses and irritates me.
Big Richard
In Wisconsin we have Farm & Fleet, they also have added a bunch of Craftsman displays, replacing their entire Porter Cable lineup and most of of the Black + Decker. The store is still is still probably 40% DeWalt and 40% Milwaukee, but Craftsman has a big chunck of the remaining 20%.
https://www.farmandfleet.com/brands/craftsman/
David
In Minnesota at Fleet Farm I have seen a few Craftsman tool sets. They have been the made in the USA socket sets.
I have seen a couple of the made in China filter in too.
Michael
25 years ago I purchase my first 350 piece craftsman socket/tool set from sears. It has served me well and sears always honored the lifetime warranty (no questions asked btw). I recently had a 1/4 inch craftsman ratchet replaced at Lowes under warranty, the customer associate processed the replacement and made a point at saying that I must have the receipt for future warranty replacements. Frankly, I think the customer associate misunderstood craftsman warranty, so I was not put off by that. I am a dedicated craftsman hand tool customer for that reason. As far as power tools, I am not sold on craftsman quality or their dedication to battery platforms. They seem to follow trends and do not innovate their product lines. I am still using Porter Cables 18V cordless tool line that came out 10 years ago.
TonyT
My local Ace has had SBD Craftsman corded tools for a while, and last time I visited had added a fair amount of cordless power tools. I’d say they had more Milwaukee, but Craftsman was probably in second place. I haven’t checked to see if they are carrying Craftsman hand tools.
My local Lowes definitely carries more Craftsman, and advertises it more.
I’ll pass on the power tools (too much Ryobi, Bosch, and Makita already), but am seriously considering VersaStack.
Toolfreak
I’ve actually seen some of the open stock SBD Craftsman sockets, wrenches, etc. in Ace Hardware stores that were almost sold out of earlier Craftsman stuff, though quite a few of them also have tons of Crescent brand tools on the Craftsman hangers, and plenty of the new Apex-made Craftsman stuff is just Crescent tools with the Craftsman name stamped on it instead.
I don’t think I’ll be buying much if any Craftsman stuff from Lowe’s or Amazon, barring some crazy black friday deals that are too good to pass up. Sears is still selling plenty of Craftsman stuff, often for lower prices. I’ll check out the offerings once the Ft. Worth plant is in operation and churning out USA-made tools.
mizzourob
The issue I have with the new Craftsman V20 tools (and SBD as a whole) for power tools is their battery line stability. I bought into the 18v Porter Cable line as it looked stable. It was a slide pack design with lithium ion batteries. I was then punched in the gut when SBD dropped that in favor of incompatible 20v Max Porter cable tools. Now SBD has effectively killed the Porter Cable 20v line and re-branded many of those tools as Craftsman V20. In another couple of years I’m betting on another battery redesign. I’m switching to Milwaukee as TTI seems to to have more battery line commitment.
Stacey
To answer your question Stuart, assuming the price was the same, I would only buy it from Lowe’s if I needed the tool immediately or was already there for some odd reason, which is not all that likely. It’s a pretty hypothetical question anyway, Craftsman made in China is way over priced. I’d buy any other brand made in Taiwan, Japan, USA, Germany, etc. before that. If it’s made in China, you would be better of buying unbranded.
Matt
I’ve bought all of my SBD era Craftsman tools from Lowe’s. I buy things off Amazon from time to time but tools are different for me. I want to test out what I’m using before I buy. I’ve also mentioned a couple of bad forward/reverse switches they use on only the V20 drills & impacts (they need a redesign on that particular part). The nice thing about Lowe’s is getting back in the car and driving up the road to exchange it. No need to repackage things, send stuff back and wait days or weeks for a new one and hope this time it’s better. Both times that happened on the impacts Lowe’s gladly exchanged them, inspected the new ones with me and apologized. In a few minutes I’m back at home with a perfect tool to put to work.
I like Craftsman’s new line. I was a Sears & Sears era Craftsman guy till the very end. I’m on board with SBD now and will continue to support their Craftsman line as long as it’s earned. I said I like the new line but I don’t love it. The mechanics tools, just like most others, I’m waiting for the USA stuff. I have no interest otherwise. The V60 line has been excellent thus far. The gas line has been excellent thus far. Even the line of storage products has been excellent this far (minus the Craftsman sticker on the tool box lids). C’mon, laser cut the name in the plate like Sears did… stickers look childish and cheap. It’s the V20 line that needs work. 2 brushless USA products isn’t gonna cut it. They need to get serious about the rest of the V20 line before people (myself included) give up. I’m at least a thousand bucks into it, do I want to push my luck and stick with it? They especially need higher end auto impacts and saws all around.
I’m pretty sure Lowe’s knows this too. The semi-reintroduction of Lowe’s Kobalt battery line of power tools seems to tell the tale. The reintroduction of Kobalt toolboxes in interesting as well. The boxes they brought back in our store are stainless. I’m a Craftsman guy and would love a stainless Craftsman box. I’m sure people have been asking for that kind of stuff. SBD need to make the Craftsman line more serious. A little more grown up, a little more pro grade in product and image both.
Dewaltlandlord
I am disappointed that they didn’t make the Dewalt and Craftsman batteries interchangeable.
If they did that, I might have bought a craftsman power tool or two. But since they aren’t interchangeable, I don’t even consider Craftsman power tools.
I might look at something corded or a handtool. In fact I bought a socket set that was on sale during the last Black Friday at Lowes.
Art
I’m hoping Ryobi can keep up with Craftsman in the homeowner segment. I think the fact that Craftsman has multiple outlets is a good thing. It’s obscure how decisions are made to release Ryobi tools since Home Depot is the only official outlet. Ryobi has some nice new brushless tools overseas that are not released in US/Can. Why? Ryobi or HD? Also I’m ok with continuing to use stalk batteries but since the V20 line started from scratch they have slide-ons.
Stuart
Ryobi 18V tools will be a limited in terms of how compact they can be made, but they have years and years of support. I think that DIYers are less inclined to care about how compact a tool is, and place more emphasis on value, features, and functionality.
Previous Craftsman C3 users are going to feel burned and might not look at Craftsman V20 when it comes time to upgrade. Complicating things further, Sears has added a little bit to their Craftsman 20V cordless system. So right now you have Craftsman C3 legacy users, 20V Max Bolt-on users, 20V Diehard launches (although few, there are new tools and SKUs), and SBD’s V20 platform. I guess this can be described as fragmentation?
I think that Ryobi is able and willing to compete strongly against Craftsman.
Plus, a lot of the new Craftsman cordless power tools are value-priced, with only a few more premium brushless offerings. Home Depot’s Ridgid 18V cordless power tools can more favorably compete with Craftsman’s more premium offerings.
ktash
Ryobi is better in so many ways. I used their cordless pin nailer today. And yesterday. I marvel at how they have these innovative tools and am glad I bought into the platform years ago. I graduated to Makita 18v for many tools, and wouldn’t use my old Ryobi drills except for stirring paint, etc. But there are things Ryobi makes that are excellent, plus I have their yard tools. I love their fan, light, radio, etc., too. I think Ryobi is far ahead of Craftsman in innovation and also the fact that you can count on them not to keep changing platforms, so all that stuff is still good, and will remain so in the years to come. Ryobi currently has what Craftsman used to have, and that’s a reputation for stability and value. At least one ryobi tool is interchangeable with Ridgid, their multi-tool. Lowe’s sometimes has great stuff, so if I were going to buy Craftsman, I’d buy it from Lowe’s.
Art
Don’t get me wrong I love Ryobi and have them (even the C3 versions :-)). But there is one multitool available now in US, three in AU (one with tool-less change) with a fourth 12v. As far as I know also in AU (perhaps EU too) but not here- brushless 18v blower (which I really want). Brushless impact wrench. Brushless e-torque drill driver. As people have noted SBD/Craftsman has a long way to go for parity with Ryobi. But if they continue their Craftsman build-out it may be good for pushing new releases for us Ryobi users in US/Can!
Skfarmer
Around here all of the napa stores are carrying craftsman.
Oddly they are promoting it over carlysle, their own brand. Of course i have always thought napa did a poor of promoting carlysle . Even so i think carlysle are only overpriced imports.
David
I’m wondering if some of the higher prices on the new Craftsman tools are possibly do to people buying and them and possibly warranty them when they are made in the USA.
I haven’t asked at Menards how they will warranty Craftsman yet.
Andrew
Lowes but I am not above going on amazon in store to see if its cheaper.
Stuart
I did that the other day. I saw Corona loppers in-store, ordered from Amazon on my phone at $12 less. Tried customer service, and although it took a couple of minutes, Lowes price-matched Amazon, I cancelled my Amazon order, and went home happy and tool in-hand.
Perry
After getting my hands on a couple of craftsman 20v tools, I wouldn’t buy one from Amazon without handling it first. I tried the miter saw, and the rails are horrible. Feels like they used cheap bearings and the rails aren’t polished well at all. The kobalt next to it in the store, by contrast, felt well built, was more stable and smooth through it’s movement, and had a larger cut capacity with a double bevel vs. Single on the craftsman
Matt
We were in Lowe’s last night getting an area rug and I looked at that saw again along with the rest of the Kobalt battery line. The 7 1/4 they have on display is awesome. Dual bevel as you said but also brushless! And it feels high quality.. Add to it, it’s $30 cheaper than the Craftsman V20 counterpart sitting right behind it. And the reviews for it are mostly positive that I’ve seen.
Another thing I noticed, when Craftsman launched at Lowe’s there was tons of red air compressors. Craftsman air compressors were a big seller for Sears. Not so when I looked yesterday. They had 1 on display. There’s a Dewalt, a few MetaboHPT’s, but several Kobalt air compressors. Both small and large units with Made In USA stickers on them. They must have brought that back too because I’d never seen them before. Not in recent history anyway. I also noticed there’s a Porter Cable display up now too. Just like Craftsman’s… They completely cleared out PC but it’s back too.
Chip
Sears used to be a true tool company.
The #1 reason I won’t buy a tape measure from Milwaukee, a wrench from dewalt, or any house brand hand tool from Lowes/HD/SBD/TTI/Amazon/wallmart is.
I’m not interested in buying a tool from a line that, will not be around in 5 yrs for the warranty, have parts available.
It is interesting to watch the markets change however.
Steve
Umm, Sears never, ever, has been a tool company, they were (are) a retailer.
Other than cordless platforms most of that doesn’t make any sense. Those companies all make products that you can buy and not worry about them all being the same company. Most of those companies are in it for the long haul and have been making tools for years. They will likely warranty and have parts for years to come. People worry too much about the warranty on tools that are either inexpensive, likely to never need it, or both. Like that Milwaukee tape measure, if you like it just buy it, if it happens to break down the line, Milwaukee will likely still be there, but even if they are not, or it’s out of warranty, or it’s just a tape measure, buy another one.
Steve
To touch on the limited number of retailers Craftsman has: I think, even though the number will grow, the list as of now is pretty darn good for their target market.
Lowe’s
Ace Hardware
Amazon
Menards
Blain’s Farm & Fleet
Atwoods Ranch & Home
Remember, the Craftsman target customer is the Homeowner/DIY/Weekend Warrior Mechanic type. This list already covers that market phenomenally well. They have two of the three big home improvement store chains, the largest local hardware store chain, two of the big farm & fleet/home type stores, and then there’s Amazon, not only the largest internet retailer, but the largest retailer period, any more online retailers would just be gravy. Word is NAPA is on board too, that’s one of the big auto parts retailers.
Now, I know Craftsman isn’t at HD, but they’re never going to be there unless Husky and/or Ryobi totally tank, very unlikely. HD has too much invested in those for HD to protect.
The thing is, for your average Homeowner/DIY/Weekend Warrior Mechanic type, think mainstream consumer, that puts Craftsman front and center in most of the places they are likely to turn for tools and OPE. Those retailers make up a huge chunk of the market. In fact, there’s probably not another brand like Craftsman, or a brand that caters to a portion of the market Craftsman covers, that has that good of retail coverage. The number of retailers isn’t as important as the fact they are in most of the places their target customers turn to for the type of products they sell.
DYI George.
What is Amazon? A fulfillment center! Thet own nothing but the portal for which the Craftsman brand is sold. Ultimately SBD is sending the product through to the buyer using AMAZON! AMAZON is not a retailer. They do not buy or warehouse Craftsman products. It is SBD that is producing and thus getting there product to the masses. The agreement with AMAZON is just as a portal to reach “Joe the DYI homeowner. Maybe the portal 8s really another outlet for Lowe’s.
What’s my point, ultimately who do you want to patronize, brick and mortar, or the portal that has no sense of community.
AMAZON is everywhere but nowhere. Lowes, Ace, Farm and Fleet, others, have a stake in game.
Just saying.
Steve
Wow, I don’t hold any kind of grudge against Amazon like that, it must be a hot button thing for you. Amazon might not own the inventory but they warehouse it, lots of it locally, that’s how they get it out to customers so fast. Seelling Craftsman through Amazon means, web wise, they don’t really need anybody else, it’s that universal in the US. Now, Lowes, Menards, and the likes of brick and motor stores probably don’t own that Craftsman inventory either, they are likely using the same model, when it sells the money goes back to SBD minus their cut, they really are just another portal, like Amazon.
My point is Craftsman has web and bricks and mortar well covered for the customers they are trying to reach already and I’m sure they’ll add more retailers.
XRH07
Lowe’s is an absolutely terrible shopping experience. And the closest one to me is 70 miles away.
Their website is a joke and they don’t seem to ship half the stuff that they put on it. Ex: Knipex 12″ Cobras can be shipped directly to my house, but 5″-6″ Cobras have to be picked up in-store. Even if I have a $100+ shopping cart with a bunch of other ship to home items thrown in.
I’m not even defending Amazon here either, my usage of Amazon has dropped off a cliff ever since I moved over to Home Depot and eBay for most of my online tool purchases.
But at least Amazon, even without Prime, is a far better consumer shopping experience compared to Lowe’s. Heck, I can order Knipex products from Amazon Germany and they’ll STILL ship them to me (midwest U.S.) for free.
The What?
Why would Lowes agree to phase out their own brand to make room for a brand that they don’t own as their primary brand of tools? I asked the associate in the tools department if they were dumping kobalt hand tools for craftsman and she said that kobalt is our brand and there’s no way that something like that is going to happen. She said don’t believe it until you hear it from the horses mouth. If it is true then Lowes is making a big mistake by dumping kobalt for craftsman. They’re fkd if craftsman doesn’t take off like a rocket in the next couple of years. And it doesn’t matter how many popular websites advertise craftsman or sell their products because the fact is that sbd craftsman will never reach the status of sears craftsman. Never. Not in a million years. And Lowes doesn’t have the clout to bring the masses to their stores and buy craftsman tools. And the best part is that when sears craftsman owned the market, the only advertising they had was a mail order catalog and word of mouth. And before Kmart came around, there was only one place that sold craftsman tools. Sears. There was no internet. There was no television. There was no laundry list of online retailers that sold craftsman tools. All they had was newspapers and catalogs and one hell of a reputation for making good tools. They also had the vision to expand upon the brand within the brand by offering several different grades of quality at different prices with products for several different markets. Consumer grade, professional grade, shop grade, and industrial grade. All done by catalog advertising and somehow became the number one retailer in the world. And Sbd has never even attempted to do anything like that which is why their brand of craftsman is nothing more than a carbon copy of Lampert’s Sears craftsman. Lowes has backed themselves into a corner by hoping that sbd craftsman will take off and now they are at the mercy of a has-been brand who is now owned by a company who has turned several well-known quality brands into has-beens. Porter cable & b&d just to name a few. If sbd craftsman fails to take off, which is likely, then Lowes is fkd. What are they going to do, resurrect kobalt if craftsman bombs? Phase out and then phase back in. Good luck with that one. HD was smart enough to see the writing on the wall which is why they didn’t do it and which is one of the reasons, along with better decision makers, is why they are in the top 5 retailers list. Sbd can advertise craftsman on every site on the internet and they still won’t come close to what Sears craftsman was able to accomplish. That’s my observations for 2019,2020,2021 and the future and sbd craftsman as a whole.
Stuart
I didn’t believe it either. https://toolguyd.com/will-lowes-replace-kobalt-tools-with-craftsman-products/
One year later, Kobalt tools are now a minor offering, and there are many more Craftsman tools at Lowes.
Why would Lowes do this? Well, for one, the Craftsman brand has much stronger recognition. For the Craftsman brand to fully launch, they needed shelf space. SBD must have made Lowes an offer they couldn’t refuse.