No, Craftsman does not own DeWalt. However, both Craftsman and DeWalt are owned by Stanley Black & Decker. Stanley Black & Decker acquired the Craftsman brand from Sears in 2017 and has been manufacturing and selling Craftsman tools. They also own the DeWalt brand, which they acquired in 1960. While both brands are owned by the same company, they have their own unique product lines and target different markets.

The History of Craftsman and DeWalt

Craftsman was established in 1927 by Sears, Roebuck, and Co., quickly becoming synonymous with high-quality, durable tools for both professional and DIY enthusiasts. DeWalt, on the other hand, was founded in 1924 by Raymond E. DeWalt, the inventor of the radial arm saw. DeWalt gained a reputation for producing robust, innovative tools designed for professional contractors.

In 1960, DeWalt was acquired by Stanley Works, which later became Stanley Black & Decker. This acquisition allowed DeWalt to expand its product line and market reach significantly. Meanwhile, Craftsman continued to thrive under Sears’ ownership until 2017, when Stanley Black & Decker purchased the brand.

Stanley Black & Decker’s Strategic Acquisitions

Stanley Black & Decker’s acquisition strategy has been pivotal in its market dominance. By acquiring brands like Craftsman and DeWalt, the company has been able to offer a diverse range of tools and equipment catering to various market segments.

Craftsman Acquisition

In 2017, Stanley Black & Decker acquired the Craftsman brand from Sears for $900 million. This acquisition included the rights to develop, manufacture, and sell Craftsman products. This move was strategic, as it allowed Stanley Black & Decker to leverage the strong brand recognition and customer loyalty that Craftsman had built over the decades.

DeWalt Acquisition

DeWalt was acquired by Stanley Black & Decker in 1960, long before the acquisition of Craftsman. This acquisition enabled Stanley Black & Decker to enter the professional construction and woodworking markets, areas where DeWalt had already established a strong presence.

Distinct Product Lines and Target Markets

Despite being owned by the same parent company, Craftsman and DeWalt maintain distinct product lines and cater to different market segments. This differentiation is crucial in preventing brand overlap and ensuring that each brand retains its unique identity and market positioning.

Craftsman: The DIY and Home Improvement Market

Craftsman tools are designed for the DIY enthusiast and home improvement market. The brand offers a wide range of products, including hand tools, power tools, lawn and garden equipment, and storage solutions. Craftsman tools are known for their durability and reliability, making them a popular choice among homeowners and hobbyists.

DeWalt: The Professional Market

DeWalt, in contrast, focuses on the professional contractor and industrial markets. DeWalt’s product line includes high-performance power tools, hand tools, accessories, and outdoor equipment designed for heavy-duty use. DeWalt tools are built to withstand the rigors of professional job sites, providing reliability and efficiency for contractors and tradespeople.

Brand Identity and Market Perception

Maintaining separate brand identities for Craftsman and DeWalt is essential for Stanley Black & Decker. Each brand has a distinct market perception, which helps in targeting specific customer segments effectively.

Craftsman’s Brand Identity

Craftsman is perceived as a reliable, affordable, and accessible brand. It appeals to DIY enthusiasts, homeowners, and hobbyists looking for durable tools that offer good value for money. Craftsman’s longstanding reputation for quality and its comprehensive warranty policies further bolster its market position.

DeWalt’s Brand Identity

DeWalt is perceived as a premium brand, known for its innovation, durability, and performance. It appeals to professional contractors, tradespeople, and industrial users who require high-performance tools that can endure demanding job site conditions. DeWalt’s commitment to technological advancements and ergonomic designs enhances its appeal to the professional market.

Product Innovation and Development

Stanley Black & Decker emphasizes continuous product innovation and development across both brands. This focus ensures that Craftsman and DeWalt remain competitive and relevant in the ever-evolving tool market.

Craftsman Innovations

Craftsman has introduced several innovative products over the years, including the V20 cordless system, which offers a range of cordless tools powered by a common battery platform. This system enhances convenience and efficiency for DIY enthusiasts and homeowners.

DeWalt Innovations

DeWalt is renowned for its innovations, such as the FLEXVOLT battery system, which provides exceptional power and runtime for cordless tools. The FLEXVOLT battery automatically changes voltage when the user changes tools, ensuring optimal performance and versatility.

Global Presence and Distribution

Stanley Black & Decker’s global presence and robust distribution network play a crucial role in the success of both Craftsman and DeWalt. The company’s extensive distribution channels ensure that Craftsman and DeWalt products are readily available to customers worldwide.

Craftsman’s Distribution Network

Craftsman products are available through a wide range of retailers, including hardware stores, home improvement centers, and online platforms. This extensive distribution network ensures that Craftsman tools are accessible to a broad customer base.

DeWalt’s Distribution Network

DeWalt products are distributed through professional tool distributors, construction supply companies, and online platforms. This targeted distribution strategy ensures that DeWalt tools reach their intended professional audience effectively.

Marketing and Customer Engagement

Effective marketing and customer engagement are critical components of Stanley Black & Decker’s strategy for both Craftsman and DeWalt. Each brand employs distinct marketing tactics to connect with its target audience.

Craftsman Marketing Strategies

Craftsman’s marketing strategies focus on its heritage, quality, and value. The brand leverages its long-standing reputation and customer loyalty to attract new customers. Craftsman also engages with its audience through social media, DIY tutorials, and community events.

DeWalt Marketing Strategies

DeWalt’s marketing strategies emphasize performance, innovation, and reliability. The brand showcases its products’ capabilities through professional endorsements, job site demonstrations, and trade shows. DeWalt also engages with its audience through social media, professional forums, and training programs.

Conclusion

In conclusion, while Craftsman and DeWalt are both owned by Stanley Black & Decker, they operate as distinct brands with unique product lines and market focuses. Craftsman caters to the DIY and home improvement market, offering durable and reliable tools for homeowners and hobbyists. DeWalt, on the other hand, targets professional contractors and industrial users, providing high-performance tools designed for demanding job site conditions. This strategic differentiation allows Stanley Black & Decker to effectively serve a diverse customer base and maintain strong brand identities for both Craftsman and DeWalt.