Craftsman Makes a Big Entrance at Lowe's

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Craftsman Makes a Big Entrance at Lowe's

By Charlie Menchaca - 05/17/2018

Stanley Black & Decker's Craftsman brand made its Lowe's debut hard to miss in stores and online this week.

The 90-year-old brand supplied 22 SKUs for its launch at the retailer, including full mechanics tool sets starting at $69.98, tool storage chests and drawer cabinets starting at $29.99, and garage organization separates starting at $79.99.

In stores, a dedicated upfront endcap was outfitted with a header in the brand's signature red color welcoming "Craftsman fixers and doers" and touting the URL lowes.com/craftsman. A mix of Craftsman case stacks and floorstands were positioned in sequence outside the seasonal department, taking up about half the available merchandising in the alley. 

Another assortment of Craftsman quarter pallets and floorstands employing a "we build pride" message shared upfront space across from the paint department with half-pallet displays carrying Robert Bosch Tool Corp.'s flagship brand and floorstands for private label Kobalt products.

The retailer will continue to roll out more Craftsman SKUs this year and is expected to reset its tool department to make room in-line for the brand.

The aforementioned Craftsman landing page within lowes.com links to an e-commerce page on the site devoted to the brand. Instead of the retailer's standard live chat plug-in appearing on the landing page, consumers will instead see a plug-in offering a live chat with a "Craftsman expert."

Lowe's previously teased Craftsman's arrival with updates on its Facebook and Twitter accounts in October. Then in April, Craftsman plugged new products coming to Lowe's and Ace Hardware in updates posted on the brand's Facebook and Twitter accounts.

"We are honored to be the new go-to destination of the iconic Craftsman brand and offer some of the highest quality tools, storage and outdoor power equipment in the industry," said Michael McDermott, Lowe's chief customer officer, in a media release. "Lowe's and Craftsman have histories that span generations and are rooted in excellent customer service."

Elsewhere in the hardware channel, Ace Hardware regularly spotlights the brand through Craftsman Days events in stores and online. Rival Home Depot places its focus on competing brands such as Techtronic Industries' Milwaukee Tool, Makita Corp.'s flagship and private label Ryobi.