Stanley Black & Decker is launching a new line of power tools – corded and cordless lithium ion – under the Stanley FatMax label. Right now we have no idea how/where it places in the Stanley B&D brand families (Dewalt, Porter Cable, Black & Decker), but we think they’ll be marketed as premium DIY or value-priced pro tools.
It seems that this shouldn’t make sense, but it does. Dewalt launched their hand tool lineup in 2011, and they seem to have been doing well. So why not launch a Stanley FatMax power tool lineup. If we had to guess, we’d think that the brand was created to steal market share from Craftsman, Ryobi, and Kobalt, but maybe it will go up against more pro-oriented brands as well.
Remember when we said there were tools we knew about but wouldn’t talk about yet? This is what we were referring to. Luckily we just now came across a wealth of new information, so we’re moving forward with the preview. We’re still in need of product details and specs, and will share updates as they come in.
Stanley FatMax Cordless Power Tools (Lithium Ion)
- FMC010LB – 12V 3/8″ drill driver kit
- FMC040LB – 12V 1/4″ impact driver kit
- FMC620LB – 20V compact 1/2″ hammerdrill kit
- FMC640LB – 20V 1/4″ impact driver kit
- There are MORE 20V tools in development
Based on some of the designs of upcoming tools that we’ve seen, we don’t think these are relabeled “lick and stick” tools. Plus, if they were, we would expect a much larger launch. It seems that some of the new designs may be heavily inspired by current Dewalt/Porter Cable/Black & Decker models, but we’re hoping the FatMax tools will offer some distinction.
Stanley FatMax Corded Power Tools
- FME305K – 7-1/4″ circular saw
- FME600 – 2.5A oscillating tool kit
Additional FatMax Power Tools
FatMax air compressors and power tool accessories are also a part of the initial launch. There will also be “FatMax screwdriver sets” in the power tool category, but we’re not sure what that means yet.
Stanley Black & Decker has a very clean and clear plan for their brands. While there is cross-over in some cases, many of their parallel offerings are distinct enough to justify their existence under the separate child brands. It may seem a little ridiculous for them to introduce another power tool lineup when they already have three. But whereas Porter Cable and Dewalt are aimed at professional users, only Black & Decker tools are strictly aimed at DIYers and home users.
Enthusiasts and advanced DIYers typically turn towards professional brands for their better features, higher specs, and typically more robust and durable construction. Maybe Stanley B&D is hoping for the FatMax lineup to appeal to this market. With Dewalt hand tools seemingly designed and be marketed as a slight upgrade over Stanley FatMax hand tools, perhaps the FatMax power tools will take a similar position slightly below Dewalt or Porter Cable tools, but on the consumer side of the fence.
What are your thoughts, and what would you like to see emerge under the new Stanley FatMax power tool branding?
Update: We’ve been told that this may be a Canada-specific launch. Still, we spied a couple of new tool designs that seem to be based off of the Dewalt 20V Max lithium ion battery platform. Even if the Stanley FatMax tools are in fact “lick and stick” Dewalt relabels, we now know additional 20V Max tools are in final stages of development. And maybe we’ll finally see a Dewalt oscillating multi-tool. We’re still waiting for additional details and product specs.