Target has launched a new brand of Blue Ridge tools, or at least that’s what it looks like. I always swing by the tool “section” – Target’s half of an aisle devoted to such things – and this is the first I’ve seen of their Blue Ridge tools.
There are also some Blue Ridge tools on Amazon, which I found surprising. I’ve never heard of this brand before, and it seemed that it was launching as a Target-exclusive house brand.
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Was this an effort to challenge Walmart’s exclusive Hart brand of tools? Or… why mess with the Stanley-centric hand tools they used to carry? Target used to carry Black & Decker power tools, right? I don’t remember, I just have the strong impression that all this Blue Ridge stuff is new.
What separates [Blue Ridge tools] from the others in the shed? This is what the in-store signage asks. They then answer it with:
Modern Power – Share batteries across every Blue Ridge platform for greater power flexibility.
Multi-Functional – Finish a variety of projects more easily without switching between tools.
Made Forever – Get free replacement batteries for the life of every Blue Ridge cordless tool.
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What?
Target has a single 20V Max cordless power tool in stores – a drill kit. They have other cordless tools, but with built-in batteries. There’s also an alkaline battery-powered screwdriver.
There are banner images in the Amazon drill kit listing, advertising that you can share your batteries across the 20V Max range. They then show a cordless drill, flashlight, reciprocating saw, and jig saw. But these products don’t actually appear to be for sale anywhere, not that I can find at least.
Target doesn’t carry any of these other 20V Max cordless power tools either. But somehow they do have 2 pegs full of replacement batteries.
Okay, so Target has this Blue Ridge cordless drill kit.
What’s the torque rating? What’s the speed? I neglected to check the box, but you certainly can’t find this information via their product page on the Target website. They do specify that it’s a 3/8″ drill (as opposed to 1/2″). Maybe they’re taking marketing lessons from Greenworks.
Reviews seem to be mixed, with a lot of folks angry that the kit doesn’t come with any drill bits.
But why would a cordless drill come with drill bits? I mean, you don’t buy cookware expecting them to come with ingredients, or things like spatulas.
But here’s the box. 13 bits!!
They use the same language online – includes 12 bits and a magnetic bit holder.
Looking online, they have product images like this one, showing a drill bit set with the drill kit.
Note: Where are the safety glasses? Why isn’t the model’s hair tied back? Marketing images MUST depict safe user practices. In this case, it would mean the model should have been wearing safety glasses and their hair should have been tied back instead of being loose like this.
Other images on the same product page show different tools on a side table.
Maybe this is where seemingly unnecessary “accessories not included” messaging could have helped.
On one hand, beginners who might be shopping this unfamiliar tool brand at Target might have been mistakenly expecting for the drill kit to come with drill bits. Such customers are likely going to be DIYers who don’t know any better. On the other hand, Target’s product page and Blue Ridge’s description and box art advertise “13 bits” without describing them in sufficient detail.
I feel that this is all just a lesson in bad marketing.
Target should have sales data about what their users tend to buy, but why did they switch over to this Blue Ridge brand? I don’t know when they did this, but it seems like a somewhat recent change.
What was the goal here?
Let’s bounce Target’s Blue Ridge claims back at them – what does separate this brand and these tools from others? If the brand only sells one cordless power tool, that’s not really a platform, is it?
The hand tools all seemed ordinarily generic.
At first glance, this seemed to be a new and competitive effort by Target, but looking deeper it just seems very amateurish.
Target has multiple “boutique” collaborations and store-within-a-store setups. But this is the best they can do when it comes to tools?
At least Target seems to have a “Blue Ridge Support team” online, judging from how they have been quickly responding to customer reviews, where users complain about their 2AA cordless screwdriver overheating and melting.
I anticipate a couple of readers to leave comments along the lines of “what did you really expect?,” but even those shopping for entry-priced tools at general merchandise stores deserve a more coherent marketing effort.
Target is one of the top-10 largest retailers in the United States – they could do better, especially if this Blue Ridge overhaul was an attempt to match Walmart’s Hart tools if even in a small way.
Steve
For most of your concerns, ask Positec.
When they did this last year I immediately thought this was a deal where Target got the most favorable deal they could out of the most desperate tool manufacturer they could for their limited shelf space. Target only devotes half of one side of an aisle to tools, the rest of their “home improvement” department is light bulbs. This is clearly in the ‘we have to carry something in the way of basic tools’ category, this deal with Positec takes care of that for them in about 6ft of shelf space. Target just isn’t a tool store, and the customers they appeal to don’t want them to be. They just have basic items if the shopper needs to pick one up and they are already there. These aren’t shoppers that are comparison shopping drills, tape measures, or screwdrivers. That’s kinda why the drill comes with bits, the shopper picks up one item, it comes with the accessories that need to hang that shelf, done.
Stuart
While they’re not a tool store, I do have fond memories of buying Stanley organizers and tool bags that I couldn’t find at Home Depot or Lowe’s at the time.
Walmart’s not a tool store either.
With all the shelving and home decorating products, Target could have a more concerted effort.
Still, even if they’re going to have a bare bones basic tool selection, they should put some thought, pride, and care into it.
Steve
I got a Stanley 7oz hammer at Target a while back when they were the only ones around that had one.
I think, in bricks and mortar, Wal-Mart is an “everything” retailer for everyone, where as Target is more focused on their core customers.
Julian Tracy
You wear safety glasses while assembling furniture? Pretty sure her hair is fine too; she’s not running a lathe.
Stuart
Users are advised to wear safety glasses with most types of tools, especially power tools.
Product usage examples should model proper safety procedures. Period.
Long hair should be tied back and kept away from spinning motors. Even though this “isn’t a lathe,” a lot of damage can still be done at 1000+ RPM.
Do you only buckle your seatbelt when driving on the highway?
dd
Amen…as well, how about all those cooking shows[even ‘the great british baking show’] where the hair hangs dangerously loose& close to the food when they’re power mixing or frying or flambeing, not to mention , that there’s nothing more tasty than finding a hair or two in your meal…safety & sanitary practices[ie, common sense] are no longer needed,eh? ps your average human loses 100 hairs per day& the bearded ones the same number, go figure…just dont ask me to a diner where the cook has a full head of hair&is sporting a beard.
Julian Tracy
Yes. But only if the radio is on.
Juan Carlos
Safety first dealing with power tools and hand tools. Weird accidents happen.
Nicholas Gonzalez
And if I’m eating a burger. Only then does the belt go on, to make sure my meal doesn’t go too far after the collision.
Joatman
Last weekend I put some Cover King seat covers on my truck seats. I was floored to see that in the box was a Kevlar glove and safety glasses. Much respect for the company.
Brock Nevitt
Lol, if I saw someone put on safety glasses screw together a piece of self-assemble furniture, I would make fun of them relentlessly! I’m all for safety but let’s be realistic, I don’t put my seatbelt on when I re-park my car in the driveway
Juan Carlos
What if you stepped on the gas peddle by accident? Into garage you go. Also, you need to know if children or adult are around, you may run them over.
Always safety first.
MM
I agree with Stuart 100% that “product usage examples should include proper safety procedures”. But I will disagree as to the reasoning.
The real reason, IMHO, is Iegal liability. Imagine that someone gets injured using the tool and they choose to sue. The logical response might be “well, it’s your own fault, you should have been wearing safety glasses”….which then leads to the obvious retort: if safety glasses are so important why weren’t the models in the ads wearing them? Having marketing images show by-the-book proper tool use is a wise legal move.
Do I believe that safety gear needs to be used 100% of the time? IMHO that’s up to the responsible adult who is using the tool. I use PPE the vast majority of the time, more than most of my co-workers I think. But no, I’ll be honest, I’m not going to go get safety glasses if I’m going to use a cordless driver to replace one electrical cover in the hallway. And I’m not going to put my seatbelt on if all I’m doing is moving a car in the driveway and I’m never actually going more than 1 mph or traveling on a public road.
Mike B
Uhh, what seatbelt?
ca
I was thinking the same thing. The hair could be a valid critique but nobody needs to wear safety glasses when driving a screw.
Kyle
It’s about setting the proper example. I’m sure the manual advises to wear safety glasses while operating. When my kids “help” me with projects involving tools, we all wear safety glasses. Again, just trying to set an example. “This is what we do when we get the tools out.”
krashtd
Would you really suggest to someone that they don’t need safety glasses while working with fasteners overhead?
Kent Skinner
Because of liability, lawyers, etc.
In the manual they *absolutely* need to say “wear safety glasses and be careful of long hair”. If you say it in the manual, you really need to model it in the advertising.
Ever see a car commercial with the driver not wearing a seatbelt or a motorcycle ad with the rider not wearing a helmet & gloves?
Rog
I saw these in the store recently and they’re the chintziest looking drills I’ve ever seen, including the packaging. They look like toys.
They would have been better off sticking with their B/D arrangement and expanding that.
LRk
They get small household jobs done well. I just put together a van conversion set with one and did not need to handle a heavy full size drill to do it.
Adam
What did you really expect!
PETE
These look worse than Harbor Freight. Which is saying something. I think they’d be better off offering nothing at all.
Kenneth Stephens
They actually look just like the warrior brand. I bet the warrior drill and this drill is exactly the same and the batteries interchange
Jason T.
You’re disappointed in Target’s tool selection. Take a look at their automotive or sporting goods sections. Target is not a store for men. Their key demographic for shoppers is women. Many years ago Target had a small selection of pocket knives in their sporting goods section. But those were considered dangerous, so they stopped carrying them along with other camping gear. Same thing for any fishing gear, most of it is gone. As far as I know they still carry kitchen knives, but again that caters to their woman shopper demographic. Target doesn’t sell many tools, automotive items or sporting goods, so those store spaces have shrunk.
OldDominionDIYer
Pairing with an established brand used to be the way to go. It seems more and more that most “established brands” are avoiding this type of partnership since it rarely benefits the tool brand, forcing Wal-mart and Target types to create their own label. Which rarely works for the store either.
It seems like resurrecting the Porter Cable Brand for Target would be a good thing for SB&D giving it an outlet and offering Target a known name brand to fill their shelves.
Mikedt
As much as I’d rather not shop at Walmart, Target simply ignores huge sections of products. For anything beyond clothes or apartment decor you better shop somewhere else. With that in mind, these tools fit in perfectly with the apartment decor niche. Hopefully one of those 12 bits is a hex head for assembling Ikea furniture.
Tom D
It comes with no hex heads. So there goes the one thing this is probably usable for lol.
Jared
That’s embarrassing. It would make far more sense for Target to sell Black & Decker or Porter Cable tools. B&D seems like a natural fit for the demographic – or PC could easily be resurrected as a chain-exclusive brand.
Doing it like they have is just going to annoy and frustrate people.
Mike S
So – why are there no safety glasses listed in this article?
https://toolguyd.com/best-basic-tool-kit-for-diyers/
If the most basic actions require standard PPE gear – shouldn’t the first things acquired be appropriate PPE gear?
Stuart
Here’s a whole post on safety gear: https://toolguyd.com/best-diy-pro-safety-gear/
That entire post was initially going to be a small part of a single post on DIY tool kit recommendations, but at more than 1700 words, it had to be its own post. Others in that series are also in progress.
If you’d like a safety gear writeup as part of my Home Depot DIY kit series, I can certainly do that as well. I usually add reminders about PPE, will add one into the basic kit post.
You can argue against it as much as you’d like, but if major companies are showing images of tools in use, proper safety practices should be depicted. This means safety glasses and other precautions such as avoiding loose hair, sleeves, and other clothing that could become harmfully entangled.
Dewalt, as an example, always shows cordless drill in-action images with both of the user’s hands on the drill.
ca
Genuinely, where do you “proper safety practices” from? Are there government guidelines or what?
Kyle
Yes:
https://www.osha.gov/sites/default/files/publications/osha3080.pdf
Stuart
As Kyle posted, OSHA is a good resource.
Tools’ user manuals will almost always go through proper individual safety practices.
Hand tools (such as hammers) will often have a safety glasses graphic.
ca
Sorry, in hindsight I clearly left a part out of my original question. I was trying to ask if there are guidelines specifying that marketing images must depict safe user practices, as you say in the article.
Mike S
My point was that the best basic toolkit article doesn’t even mention that one should always use appropriate safety gear or give any indication about what that might be.
So – if someone arrives to the site first time on the article about the best basic toolkit – they won’t get any info about PPE, and they might end up doing exactly what is pictured in the Target ad.
Sure, you have other articles but if you aren’t constantly calling out the safety procedures – is that really any different than a Target marketing photo w/out PPE? We’re pretty sure that the user manual / box calls out PPE, yeah?
krashtd
A clear difference is in the chain of liability.
Stuart
I’ll remedy that – it’s a good idea (thank you!) and I’ll have a follow-up post shortly. One was already in the queue but I’ll wrap it up earlier than anticipated.
However, I still don’t understand what your intent here is.
Are you saying that it’s good to depict safe tool usage, or are you criticizing my thoughts on this?
Not explicitly discussing safety accessories in the context of product recommendations is different than showing images that blatantly disregard safety practices.
This is akin to a post about cookware vs. retailer images showing someone removing a pan of cooked food from an oven without hand protection.
Mike S
I’m not criticizing your thoughts, Of course its good to promote safety and proper technique.
Personally, I don’t look to product photos for info about either of those things, and so I don’t expect anything other than images of the product itself in those types of pics.
But I guess I do wonder why you are putting so much “blame” or “weight” on one marketing pic. We seem to have different expectations about the purpose of the pic.
You are clearly passionate about safety but you left out any mention of that in your article and I believe that each article stands on their own.
The tool is sold with a box and a manual and doesn’t come with the pics from the website (or maybe it does). If the entire package of the tool failed to promote proper safe use – that to me would seem more worthy of a call-out.
I don’t want to make a mountain out of a mole hill.
Stuart
Advertising imagery of tool use generally adheres to commonly accepted safety practices. In a broader sense, unsafe use of anything will typically have a qualifier about the individual being a professional or stunt performer.
Beyond the face value “what about safety?” part of the images, it bothers me that nobody responsible for advertising these tools caught it.
You have the product photographer, and it’s not their responsibility to know what types of safety practices should be depicted in the staged images.
You have the brand marketing people, where someone with any responsibility should have passed along clear guidance. “Safety glasses must be worn, long hair must be tied back.”
Then you have someone or a team of individuals responsible for the tool “department” or at least decisions pertaining to home improvement marketing in general.
For nobody at the brand or retailer to care about this further frustrated me about Target’s kludgy approach.
It’s like inverted toast, where you scrape off the tiniest layer of appeal only to find inedible cardboard-like product that barely resembles what a proper slice of toast should look like.
What also bothers me about this is the fact that it’s happening more and more at the lower end of the market.
This isn’t as much about “hey look, that doesn’t adhere to safe use practices,” as it is about “nobody at the brand or retailer seems to know or care about ensuring safe use is properly depicted in their tool advertising.”
Chris D
I don’t quite understand doing this review/article in the first place. I think most people here will not be shopping at Target for tools or buying these cheap tools.
Unless it’s intended to make fun of the tool, Target, or people that would actually buy these tools? But either way, it feels out of place. Like reading a blog for watch enthusiasts that has an article giving a serious review to the cheapest watch you can buy at Target. A high performance car blog posting an article reviewing a Kia Forte. Etc. It’s like, ok, cheap versions of the things we take seriously exist for people that don’t take them seriously.
Jared
ToolGuyd isn’t just a premium tool review site though – hence articles about beginner DIY kits for example.
What if someone googles this drill for a review? I don’t recall the tool anymore, but that’s how I found ToolGuyd in the first place.
Chris D
Thanks, that is a good point and perspective I had not considered.
Rog
Side note: The civil conversations that can be held in the comments section of this site without name-calling, flaming, hyperbole, etc is one of the many reasons I come back again and again and am willing to comment as well!
Stuart
Thanks! That is true too. Readers’ interests and priorities sometimes do vary; not everyone can justify top of the line tools in every category.
With this, I was mainly curious and then disappointed about Target’s approach with this seemingly new brand.
I didn’t consider that any readers or visitors would actually be interested in reviews for Target’s tool brand, which is why I didn’t link to alternatives.
Stuart
Even though I generally wouldn’t buy tools at Target or Walmart, I find their selection and marketing practices to be interesting.
With Target, I took a peek as I have in the past, and changes caught my attention. A new brand, new tools, and the “what separates us” language seemed interesting. But then I looked into it, and everything seemed so kludgy.
The tool industry is HUGE, with lots of little things going on. There are new and existing tools, with reasons, motivations, and further context behind everything.
Target is a major retailer, with top-10 sales volume along with Walmart, Home Depot, and Lowe’s.
Walmart launched and has been expanding their Hart line of hand tools, cordless power tools, storage products, and accessories.
Target is Walmart’s biggest competitor, and I thought this was a sign of a competitive effort, but it ended up looking like a lesson in lackluster marketing.
To me, there are also other tangential aspects. It looks like Blue Ridge is a Positec brand (they’re also behind CAT cordless power tools – https://toolguyd.com/cat-cordless-power-tools/ ). It wasn’t obvious who makes the hand tools for the Blue Ridge brand.
But, it doesn’t seem to be Stanley Black & Decker.
Might Target have been a good fit for fresh Porter Cable efforts? Porter Cable was highly promoted at Lowe’s, and then Walmart and Amazon, and now it doesn’t seem to have a home at any of the major retailers aside from occasional reports of special Costco offerings.
Speaking about range, although I don’t often write about everything I do, I try to explore the full spectrum of tools, at least as much as possible, with tool truck brands still slightly above scope and no-name dollar store and Amazon brands below. While my personal interests tend to hover at the mid-to-high price point level, I buy, test, and use tools above and below. Consider hammers. Sure, I can tell you all about the latest $25 hammer, but I need much more experience beyond that one assessment.
This isn’t about products you or I would buy, but about Target’s efforts.
The business side of the tool industry is something that I feel necessary to explore and understand, as it absolutely does impact things.
Dewalt’s USA-made screwdrivers were great – I love the Phillips #2 that I bought. https://toolguyd.com/usa-made-dewalt-screwdrivers/
But the entire line was discontinued. https://toolguyd.com/dewalt-industrial-usa-screwdrivers-discontinued/ Why?
Observing – and in Target’s case complaining about – the business side of the tool industry helps to fill in blanks and might eventually add up to provide inferences.
Is Target an important part of the tool industry? No. Could they be? What about Walmart?
Target is also working on all kinds of store-in-a-store options. Maybe there’s the potential for a better tool department. (And yes, I know that calling what has been reduced to have an aisle on one side is hardly a department.)
I started off thinking “oh, Target launched a new line of tools, that could be interesting,” but my impression soured real fast. Still, it held my interest long enough that I thought the post was still worth following through on.
Jared S
I don’t know if you works consider them a “major” retailer but last time I was in Tractor Supply they still have a selection of Porter Cable coreless tools.
928'er
The “Hart” line of tools are just rebranded Ryobi tools in a different color plastic.
Friends don’t let friends shop at Walmart
Scotty.
That photo of Target’s tool section makes Harbor Freight look positively upscale. 😝
Flotsam
So no idea of who the actual manufacturer is?
I haven’t seen this yet but rarely would even think of wandering over to the tool section of Target. Thanks for letting us know but this is very ill advised.
Stuart
It seems Positec (Worx, Rockwell) for the cordless tool(s). I couldn’t find indication about the others.
Rick
I have never bought a tool from Target. I have never even thought about looking for tools there.
Stuart
Not even out of curiosity?
Am I the only one that looks at the tool aisle no matter the store?
Jared
Heck no. I even perused the “tool” aisle of a gas station the other day while waiting for my kid to use the washroom. 😄
Rick
When I go to Target, it is for specific items, not to browse.
Bob
I agree with the statement that women are Target store’s core demographic.
So my logic chain runs like this……
Do most women have a brand preference between black and decker, porter cable, or blue ridge? (Im guessing no but I really have no idea)
If no prefrence then cheapest or the most aesthetically pleasing is always a safe bet. If that is true then the cheapest no name brand makes sense for Target to offer.
Mike (the other one)
Target made a huge mistake here. My local one cleared out all the Stanley and Black & Decker tools for this junk, though some of the hand tools may still be made by them. The power tools here are simply embarrassing.
I get that Target is mostly a store for women, but many women are also DIY people and they also want good quality tools. Target also also forgetting that husbands and boyfriends are often in the store as well. (They do have a men’s clothing section after all.) So why not offer things that appeal to them? They are missing a LOT of impulse buys here.
Granted, Stanley and Black & Decker are not top of the line, but they are reasonable quality for the price, and I’s much rather have that than some no-name tool with an incompatible battery.
Stupid decision all around.
MM
I couldn’t agree more.
I really don’t see what Target or their customers gain from this choice. Perhaps Target is able to charge a higher markup on these tools than if they sold a different brand? I assume that just like with Stanley or any other brand of tool, Target buys them at wholesale pricing and resells them to consumers at a markup. Why not do that with a recognizable name brand as opposed to this nonsense?
Quite frankly Target is lying to our faces. The sign in the isle asks “What separates us from the other tools in the shed” and then proceeds to tout battery interchangeability between models. Well, if I compare Blue Ridge with the other brands on the market–even small brands like Harbor Freight’s lines or Hart–they come in last place.
And “multi functional”? They have yet to explain how their drill has any more functions than a Ryobi or a Hart or whatever else…
Rcward
Why would you buy tools from Target?
Jim Felt
You were doing a favor to assist someone and literally their screwdriver was damaged and Target was in sight down the street at 9:30PM?
Dave P
Why would you go in to Target?
Stuart
Toys, snacks, shaving cream, school supplies, eye drops, mason jars.
Gordon
Damn Stuart, looks like you hit a nerve with some people.
I’m a little surprised Target cared enough to have a “house brand”. It seems like Target isn’t interested in much more than a battery powered screwdriver type of tool, so it makes it even stranger that they would advertise, and not even sell, a “battery platform” type of tool. I would have thought a company like SBD would offer a low end brand like B&D to meet a price point. B&D would also have tools stretching into the Lawn and garden space, giving a more incentive to buy into a platform.
Stuart
Maybe, but I shouldn’t have been surprised. I don’t see Target as a serious source for tools, but their decisions and developments are still interesting (to me at least).
Even though most of us won’t identify with their entry-price demographics, I still can’t help but feel their approach to be haphazard and even lazy.
Joe
Basic women wearing yoga pants, drinking pumpkin spice lattes shop at Target. I’m not at all surprised they carry these tools much less any tools at all outside of maybe a pair of pliers and a 2 pc. screwdriver set. Target isn’t a store for manly men. Our two local Targets in Cincinnati don’t even play music because someone “might get offended”.
TonyT
Well give Target some credit….
at least the power tools aren’t pink!
Ian
Some of their handtools are…
https://www.target.com/p/blue-ridge-tools-40pc-household-tool-pink/-/A-78591368#lnk=sametab
Aaron SD
I would have thought they would go with a more known low cost brand or tie it to someone famous like they did with Martha Stewart for cookware. I think the target is also for first time kids moving out to college and first apartment. Get a drill while getting new sheets.
Thanks for the article! I always take a peak at the tools when inside and nearby the isle (same with bbq stuff). I think there are more people uninformed and use whatever tool and don’t know people on this form that can really help them with better tools.
Kenneth Stephens
Just got an email from kctool saying that they are ending their partnership with wiha tools. Didn’t say why in the email though
Jim Felt
Maybe you’ve not seen the nearly ubiquitous direct from WihaUSA eBlasts? Buy. Buy. Buy? I’m not sure what the heck they’re thinking. Or smoking.
andy
I got the same email from kc tools, no more wiha
Roger
Funny.. A red themed company can’t really use red themed tools. Uses blue themed tools. However, the blue themed company uses red themed tools…
It looks a lot like the labeling should say “Bauer” or “Warrior”.
James Davis
The drills and screwdriver look similar to the Aldi products available once in a while.
Joatman
Even IKEA sells a minimal selection of tools.
John
If this is indeed a launch for a new house brand, I’m very surprised they didn’t go with a red color scheme. Kobalt blue = Lowe’s, Ridgid orange = HDepot. Milwaukee doesn’t own the color red, after all. And, sure, they named it Blue Ridge, but their marketing group surely could have come up with an equally appealing name that played off Target’s iconic color.
Nate B
Not a single comment on the lifetime battery replacement? Considering that I’ve got some Ryobi lithiums from 2015 still kicking, I’d bet dollars to donuts that the brand fails before the batteries do. Meaning the guarantee is likely meaningless.
Gordon
I can guarantee that was factored into the business plan.
X lu
These are tools for their customers to hang pictures, put up a shelf and build diy furniture and storage cubes, etc. You don’t need much to do that and as such the assortment and power tool offerings are fine. A 24 years old apartment doesn’t need a hammer drill unless you’re in a pre war concrete Manhattan apt.
Nate B
So on the one hand, you’re completely right. On the other hand, there’s a bigger picture:
I consider my power tools to be an important part of emergency preparedness. I have some little USB powerbanks that fit in a pocket, but the real energy is stored in my drill packs; with a little USB battery-topper I can keep my phone and radio going for _weeks_ after a power outage. The standard flashlight that comes in the kit is perfectly respectable, and runs a very long time on a pack.
It would be nice if Susie Homemaker didn’t even have to think about this, and just discovered upon the need arising, that the solution is already sitting in the drawer. A tool line without those parts is like a car without a trunk, a hammer without a claw. Yeah it’ll do the thing you bought it for, but those other useful functions that might come in handy? Nah, you lose out, sorry.
As much as I like to bash Black & Decker, the GoPack design was brilliant, in that it built the USB output into the battery without even needing a separate pack-topper peripheral. Target could’ve begun subliminally equipping their customers with emergency capabilities as part of their furniture-assembly purchase, for what I assume would’ve been a very similar cost. As-is, they’ve got a junk drill that can never be anything more, and because things have a way of going wrong, all those decisions will eventually pay off. Or not.
Steve
A couple of more thoughts:
On the safety glasses thing: I’m led to believe Target made the photos as they would not have to tool marketing experience Positec does and most every tool manufacturer shows images of their product being used with best/safest practices.
On Target + Blue Ridge in general: As I said in my post at the top, Target just isn’t a tool store. It’s not a market they want to compete in. It’s not a market that generates significant sales among Target’s preferred customers. They have a basic, bare bones selection, and that’s it. SBD partnering with Target to sell PC is a complete non-starter, the two parties couldn’t even make it work with SBD’s namesake brands and decided to end it. Target doesn’t need a serious tool department, that’s it. Kohls doesn’t even have a tool department, Macy’s doesn’t either. Not every department store is interested in competing in tools.
X Lu
Please see my post just above yours. They are selling tools for their customers who likely have none-but need some to set up a dorm room, apt, hand a blind etc. They could car less whose product as long as the gross profit target is hit. I wonder if any vendor ever made money selling tools to target with returns and chargebacks.
Steve
I already stated this, in the very first post overall. You and I agree.
A-A-Ron
Gee whiz, it sure is a revolutionary concept to have a tool battery that can be used in other tools besides drills. Oh, my stars and garters, what WILL they think of next?
That drill is so cheap-looking it looks like a toy. I’d love to see AvE do a teardown for poops and giggles.
rob
Stu, it’s the tool section in Target. If you’re gonna get this worked up about it, I beg of you: do not look at the Walgreen’s selection. 😁
Jason T.
We definitely need a article on Walgreen’s and Dollar General’s tool sections now! Maybe we can even get some tool tests similar to what Project Farm is doing.
Kevin
It’s called a contract built product. The idea is they buy them from an overseas manufacturer who will sell them a cheap existing design and throw on brand that the client trademarked. Buying these in bulk is very cheap. It’s a crappy product, but it’s not really supposed to be anything more than that. The reason they do this is because the margins are far bigger than buying them from another brand, then selling them. It’s a no brained for a business like target to do this because they know their demographics. Anyone in the market for a prosumer or premium tool, is not going to be shopping for it at target. The person who is buying a drill from them is probably someone who needs it at that moment that’s going to get used once or twice, then put away for years before its used again. They know the drills are junk, but they also know the usage case will be so light, it’s safe to assume the return/warranty period will be long elapsed before it inevitably breaks. You don’t always build a tool to compete with other brands, a lot of the time it’s just to increase profitability from your existing customer demographic.
Conor
What a strange article? I’m not sure I understand the purpose or is it just a vitriolic attack on a reputable company like Target.
When an article has comments such as: “…I don’t remember, I just have the strong impression that all this Blue Ridge stuff is new.” and “…What’s the torque rating? What’s the speed? I neglected to check the box…” one has to think the author is ill informed and/or lacking the interest to do the research.
I honestly don’t know who the Target consumer is, their demographic and sociographic profile, but I’m willing to guess that Target does know their customer, the types of products that meet their needs and I’m also going to suggest he/she is not an avid reader of ToolGuyd.
So, with that in mind I go back to my original question: What was the purpose of this article?
Stuart
They caught my attention with flashy marketing language only to severely disappoint me with a lazy approach to selling tools. Approaches like this lower the bar for entry-level tools and bring the entire industry down with it.
I would have thought Target to be above such a “we don’t really care about any of these tools or their users, just buy them for cheap” type of attitude their lack of effort conveys.
Conor
So you are confirming your article to be a bitter response to your perception of the matter. “…and bring the entire industry down…” Really? Sounds amateurish.
Stuart
You’re reading too much into it. I like Target, but they can – and should – do better than this.
There’s a middle ground between what Walmart is doing with Hart and the low effort approach Target is taking here.
Reno
the product mixes is a joke something from 20 years ago. something that one of there trading companies put together and showed there buyers that knows nothing about tools
items are all market goods . What will happen they will be purchased as gifts and returned
my guess is that all these items will be discontinued with in a year
John S.
Kmart used to carry craftsman and Stanley. I always thought of Target as trying to be a higher end Kmart.
Of course in the 80’s when Kmart owned builders square my local Kmart not only went 24 hours but they carried lumber (small selection ) for maybe a year!
Maps Bam
Target is the most overrated department store in existence. They have Chinese junk just like Walmart, but the prices are higher. Also, I find more “people of Walmart” in Target than I do in any Walmart. The amount of spoiled brats running around and screaming and crying at Target is matched only by being at Red Robin or Chuck E Cheese.
T.A.
Stuart, this is a good article, including your statements on the need to depict proper safety procedures in their advertisements. Your point was valid though [no politics, please!]
Stuart
Thank you for the sentiments, but no politics, please.