Sonic Tools launched in the USA four years ago, making premium hand tools and tool box systems available to consumers and commercial users.
At the time, I said:
If Sonic Equipment, and Sonic Tools by extension, is a market leader in top-tier hand tools and storage products, shouldn’t we all be more familiar with the brand?
Four years later, are YOU better familiar with the Sonic Tools brand?
At the time, we talked back and forth for a few months. I ultimately turned down the opportunity to review a fully-loaded tool box set, and timing didn’t work out for lower-valued opportunities.
Did I miss out? Should I have said yes?
Some of Sonic Tools’ offerings look pretty sweet, such as their professional workplace and workstation solutions. If I were outfitting a professional garage or industrial space, I would at least look into their tool storage and workstation products. I’d compare Sonic’s offerings against other brands, such as Lista.
But for hand tools?
Has Sonic Tools brought their wares to Amazon as they mentioned planning for when we spoke four years ago? Not quite. There are some offerings, via the link above, but they seem to be sold via a 3rd party.
If I look online, sure there are some reviews, but it seems that they’re all from media or influencers that received free samples, like the fully-loaded tool box review opportunity we declined.
Have YOU bought any Sonic Tools? What’s your take on them?
There is some appeal to Sonic Tools’ business model. They have a “skip the truck” video where they describe how you’ll save time and money buying from them over traditional tool truck brands. Sonic also has a “24 hour tool exchange” warranty process that sounds good in theory.
Sonic Tools says that they skip the middleman.
Looking at their catalog, Sonic Tools has ergo-style NWS-made pliers, priced at $70. You can buy the NWS-branded pliers for $40.03 at KC Tool, minus 10% if you use our coupon code. The Sonic Tools pliers do have different handles seemingly customized for them. But is that worth a 75% markup?
Sonic Tools has NWS-made flush-cutting pliers for $s45. KC Tool has them for $22.62.
Their core tools might be rebranded, or they might not be, customizations make it hard to tell.
Sonic Tools has T-grip speed wrenches, with the 3/8″ priced at $40. You can buy a Sunex 1/4″ and 3/8″ drive set from Amazon for $41.
Over the years, numerous tool brands have “launched” in the USA, but over time I never see much happening. Sonic Tools had and still seems to have more potential compared to several other such international brands.
Where can you buy Toptul tools from these days? Teng Tools?
Direct or limited distribution can work for some brands.
But four years later, I haven’t heard much more about Sonic Tools aside from marketing partnerships, and readers haven’t asked about them either.
There are some interesting tools in their product catalog, but I haven’t yet been compelled into buying anything or renewing talks about review samples.
The next time I budget cash for “tool brand exploration,” it’ll be for a couple of Nepros review samples. Or maybe I’ll see what’s new with Beta tools. Or maybe some of the Triangle Tools that are now available thru Motivx on Amazon. I loved the Triangle ratchets when I reviewed them 8 years ago. Triangle was another direct-to-consumer brand that was trying to push into the US market. I’ve also been curious about the USAG tools carried by Ultimate Garage. Koken?
What I’m really looking for is users who can say we bought Sonic Tools and love them! Or we bought Sonic Tools and have had great experiences. All I have seen so far are influencer and media reviews of free samples and decked-out tool boxes chock full of tools. Not that this is bad – we test and review free review samples all the time – but I’d like to know that these tools are out there “in the wild” too.
Other brands that I’m not quite familiar with but seem to be trying to carve out some US market share include Bovidix and MOB Peddinghaus. SATA, owned by Apex Tool Group (known for Crescent and Gearwrench brands) is now pushing into the US market via Amazon exclusivity.
Brands don’t have to be familiar to be good. Look at Facom, a Stanley Black & Decker brand. Facom tools aren’t effortless to find and buy in the US, but some of their offerings are compelling enough that I sometimes seek them out.
Four years after being introduced to Sonic Tools, I’m not quite interested in them yet. If I were a pro or industrial user, perhaps their 24 hour turnaround warranty exchange program would be appealing. But if enough of their tools are rebranded, it might be cost effective to buy a second tool and then warranty exchange a damaged or defective one as a backup.
What has changed with Sonic Tools in four years? From what I can see, not much. They’re still mainly selling direct to consumers.
But, maybe I’m just in the dark, hence the call for your input and discussion.