Craftsman
Craftsman is an American tools, lawn and garden equipment, and workwear brand established by Sears and now owned by Stanley Black & Decker. CRAFTSMAN® is a tools, storage and outdoor equipment brand whose official history records lawnmowers launched in 1934 and riding mowers in 1953.
Last updated October 14, 2026
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Overview
Craftsman is a tools and equipment brand whose history is closely associated with Sears, the American retailer that introduced it as a house brand in 1927. The range developed from hand tools aimed largely at farmers and household users into a broad portfolio covering mechanic’s tools, power tools, tool storage, lawn and garden equipment, garage products, workwear, and related accessories. Craftsman products were generally designed and specified by Sears but manufactured by outside suppliers rather than by Sears itself. Over the decades, the supply base included companies such as Western Forge, New Britain, Moore Drop Forging, Easco, Danaher, Apex Tool Group, Emerson Electric, DeWalt, Techtronic Industries, Waterloo Industries, and other specialist manufacturers. This sourcing model allowed Sears to offer products under a consistent brand while changing manufacturing partners and specifications over time. The Craftsman trademark was registered by Sears on May 20, 1927. According to the brand’s historical account, Sears hardware executive Arthur Barrows selected the name after acquiring rights from the Marion-Craftsman Tool Company. Tom Dunlap, Barrows’s successor, helped strengthen the line’s reputation by improving quality and introducing chrome-plated finishes during the growth of automobile ownership. Craftsman became one of Sears’s most recognizable private-label brands and was sold through Sears catalogs, department stores, and later Kmart following the Sears–Kmart merger. It was also distributed through selected independent retailers, military exchange stores, industrial suppliers, automotive outlets, and e-commerce channels. Sears positioned its tool portfolio using a good–better–best structure. Standard Craftsman products occupied a mid-market position, while Craftsman Professional and Craftsman Industrial were intended for more demanding users and competed with higher-priced professional tool brands. At the lower end, Sears used other names, including Companion and later Evolv, the latter aimed especially at homeowners and do-it-yourself users. Craftsman’s traditional hand-tool proposition was reinforced by an advertised unlimited lifetime warranty on many products, generally without requiring proof of purchase. Warranty coverage varied by category, and some lawn and garden products were later placed under more limited terms. Craftsman’s retail identity was historically inseparable from Sears. The brand benefited from Sears’s national store network, catalog business, Craftsman Club loyalty program, and broad household merchandising strategy. Its reputation was supported by consumer recognition and by awards such as Popular Mechanics’ 2009 readers’ choice recognition for hand tools. Craftsman also developed a substantial motorsports association through sponsorship of NASCAR’s Truck Series from 1995 to 2008 and later through World of Outlaws sponsorship. A major ownership change occurred in 2017. Stanley Black & Decker announced an agreement to acquire the Craftsman brand from Sears Holdings in January of that year, and the transaction closed on March 9, 2017. Sears retained licensing rights for a defined period and continued selling Craftsman products through existing channels, while Stanley Black & Decker expanded distribution through retailers including Lowe’s. The post-acquisition strategy sought to broaden Craftsman beyond Sears, increase availability in home-improvement and other retail channels, and develop products manufactured across a combination of domestic and international supply chains. Stanley Black & Decker also announced plans for a Craftsman manufacturing facility in Fort Worth, Texas, although the plant’s production role was short-lived and it later closed. Today, Craftsman remains an active mass-market and professional-oriented tools brand under Stanley Black & Decker. Its portfolio spans mechanics’ hand tools, storage, cordless and corded power tools, outdoor equipment, garage products, and wo…
History
Craftsman began as a Sears house brand in the United States. Sears registered the Craftsman trademark on May 20, 1927, after hardware executive Arthur Barrows selected the name and reportedly acquired the right to use it from the Marion-Craftsman Tool Company. The initial customer base included farmers and other practical users who bought tools through Sears catalogs and stores. Under Barrows’s successor, Tom Dunlap, the line was upgraded and chrome-plated finishes were introduced as automobile ownership expanded and demand for consumer mechanic’s tools grew. Sears did not generally manufacture Craftsman tools itself. Instead, it created product requirements, specifications, and branding while contracting production to outside manufacturers. Some suppliers had long-term strategic relationships with Sears, including a joint venture with Western Forge established in 1965 and partial ownership interests in certain other suppliers. Manufacturers associated with different Craftsman categories over time included New Britain, Moore Drop Forging, Stanley, Easco Hand Tools, Danaher, Apex Tool Group, Pratt-Read, Western Forge, DeWalt, Emerson Electric, Techtronic Industries, Diehl, Ryobi, DeVilbiss, Campbell Hausfeld, Waterloo Industries, Montezuma Tool Storage, Chamberlain, and Vaughan-Bushnell. Product identity and specifications varied by period and category, and some Craftsman products shared designs or production origins with tools sold under other brands. The line occupied the middle tier in Sears’s good–better–best merchandising system. Standard Craftsman tools were positioned above entry-level offerings and below the more specialized Craftsman Professional and Craftsman Industrial ranges. Those premium extensions were marketed toward more demanding users and were presented as alternatives to established professional tool brands. Sears also used the Companion brand in the late twentieth century and introduced Evolv in 2008 for homeowners and DIY users. Craftsman distribution expanded beyond Sears catalogs and department stores. Following the Sears–Kmart merger, Kmart stores carried the range, and products were also sold through military exchanges, automotive and industrial suppliers, independent hardware retailers, Lowe’s, Amazon, and other channels. From 1991 until the closure of its retail operations, Sears operated the Craftsman Club loyalty program, which became an important part of the brand’s customer relationship strategy. The brand’s hand-tool reputation was closely tied to its lifetime warranty. Many hand tools were advertised with an unlimited lifetime replacement or repair commitment, usually without a receipt. The terms were not uniform across the portfolio: power tools commonly carried shorter warranties, and some lawn and garden hand tools moved from lifetime coverage to a 25-year warranty requiring a receipt in 2012. Warranty fulfillment became a recurring customer-service issue, particularly when older products were discontinued or when Sears stores had limited replacement inventory. Stanley Black & Decker stated after the acquisition that existing warranties would be honored. Craftsman also became prominent in motorsports. It sponsored the NASCAR Craftsman Truck Series from 1995 through 2008, after which Camping World became the title sponsor. The brand returned to motorsports sponsorship in 2016 through the World of Outlaws, whose relevant sprint-car and late-model series used Craftsman branding. In 2023, Stanley Black & Decker restored Craftsman as the title sponsor of NASCAR’s Truck Series. The ownership transition began in January 2017, when Stanley Black & Decker announced an agreement to acquire Craftsman from Sears Holdings. The transaction closed on March 9, 2017. Sears retained a royalty-free license for a limited period and continued to sell products through existing supply channels, while Stanley Black & Decker pursued broader retail distribution and new product development. A planned Fort Worth, Texas, facility was intended to increase domestic production of Craftsman tools, but manufacturing there was limited and the plant subsequently closed. Craftsman remains an active Stanley Black & Decker brand sold through multiple retail and online channels.
- 2023
Craftsman branding restored to NASCAR Truck Series
[1]Stanley Black & Decker became the title sponsor of NASCAR's Truck Series under the Craftsman name.
- 2017
Stanley Black & Decker acquires Craftsman
[1]Stanley Black & Decker completed its purchase of the brand from Sears Holdings on March 9, 2017.
- 2016
Craftsman returns to motorsports sponsorship
[1]Craftsman became a sponsor of the World of Outlaws and was incorporated into the names of its sprint-car and late-model series.
- 2008
Evolv tool line introduced
[1]Sears introduced Evolv as a Craftsman-associated line focused on homeowners and DIY users.
- 2008
NASCAR sponsorship ends
[1]Craftsman ended its title sponsorship of the NASCAR Truck Series after the 2008 season.
- 1995
NASCAR Truck Series sponsorship begins
[1]Craftsman became the title sponsor of NASCAR's newly established Truck Series.
- 1991
Craftsman Club loyalty program begins
[1]Sears launched the Craftsman Club, a long-running loyalty program supporting the brand's customer-retention strategy.
- 1965
Sears establishes a Western Forge joint venture
[1]Sears formed a joint venture with Western Forge, one of the suppliers associated with Craftsman hand tools.
- 1955
Rotary mower sales reach 1½ million units
[3]Craftsman rotary mower sales achieved the 1½ million-unit mark in 1955.
- 1953
Riding mowers hit the market
[3]Craftsman riding mowers hit the market at $350 in 1953.
Products and positioning
A widely recognized mid-market tools and outdoor-equipment brand with professional and industrial extensions. Craftsman historically emphasized accessible pricing, broad household and automotive utility, extensive retail availability, and a lifetime warranty on many hand tools.
Hand tools · 1927
Craftsman hand tools
The core Craftsman range includes ratchets, sockets, wrenches, pliers, screwdrivers, hammers, and related mechanic's and general-purpose tools. Many traditional hand tools were promoted with an unlimited lifetime warranty, although terms and fulfillment arrangements have varied by product and sales channel. Manufacturing was outsourced to changing groups of suppliers over the brand's history.
Professional tools
Craftsman Professional and Craftsman Industrial
These higher-tier extensions were intended for professional tradespeople, mechanics, and industrial users. Sears positioned them above standard Craftsman products and alongside established professional tool brands, using heavier-duty specifications and specialized product assortments where available.
Power tools
Craftsman power tools
Craftsman power tools include corded and cordless drills, drivers, saws, sanders, and other workshop equipment. Different generations were produced by suppliers including Diehl, Ryobi, Techtronic Industries, and DeWalt. Later Stanley Black & Decker products have been organized around the brand's cordless tool platforms and broader retail expansion.
Storage
Craftsman tool storage
The storage portfolio includes tool chests, cabinets, carts, workbenches, and garage organization products. Waterloo Industries was a major historical supplier, while other suppliers and product specifications have differed between Sears-era and post-acquisition distribution channels.
Outdoor equipment
Craftsman lawn and garden equipment
Craftsman’s outdoor portfolio covers lawn mowers, yard equipment, gardening hand tools, and related accessories. The category extends the brand from workshop and automotive use into residential maintenance. Warranty terms for some non-powered lawn and garden items became more limited than the traditional hand-tool warranty. Craftsman's outdoor portfolio covers lawn mowers, yard equipment, gardening hand tools, and related accessories. The category extends the brand from workshop and automotive use into residential maintenance. Warranty terms for some non-powered lawn and garden items became more limited than the traditional hand-tool warranty. The brand's official history records that lawnmowers were launched in 1934 at a significant cost advantage over competitive models, riding mowers hit the market at $350 in 1953, and rotary mower sales achieved the 1½ million-unit mark in 1955.
Garage equipment
Craftsman garage products
Garage-related products include air compressors, garage door openers, and workshop equipment. Historical suppliers included DeVilbiss, Campbell Hausfeld, and Chamberlain, reflecting Craftsman's practice of using specialist manufacturers for different equipment categories.
DIY tools · 2008
Evolv
Evolv was introduced in 2008 as a line oriented toward homeowners and do-it-yourself users. It was positioned as an accessible alternative within Sears's broader tool assortment and carried warranty terms that differed from the traditional Craftsman hand-tool program.
Lawnmowers
Riding mowers
Rotary mowers
Outdoor storage
Sheds
Craftsman's outdoor storage range includes sheds, extending the brand's storage and outdoor-equipment offering to residential yard use.
Controversies
2019
Craftsman Ultimate Collection licensing dispute
Stanley Black & Decker sued Sears, alleging that Sears's launch and promotion of the Craftsman Ultimate Collection breached the post-sale licensing arrangement and infringed trademark rights.
2004
Class action over Made in USA marketing
Customers filed a class action alleging that Sears had made misleading or improper use of Made in USA claims in connection with Craftsman tools. The matter concerned product-origin representation rather than a finding that all Craftsman products had a single manufacturing origin.
Marketing campaigns
- 2023NASCAR Truck Series title sponsorship renewal
United States
Stanley Black & Decker reinstated Craftsman as the title sponsor of NASCAR's Truck Series, reconnecting the brand with a property it had sponsored for more than a decade in the past. The series resumed using Craftsman branding.
Outcome. The series resumed using Craftsman branding.
- 2016World of Outlaws sponsorship
United States
Craftsman returned to major motorsports sponsorship through the World of Outlaws, which adopted Craftsman branding in the names of its sprint-car and late-model series. The campaign restored a motorsports association for the brand before its later return to NASCAR Truck Series title sponsorship.
Outcome. The campaign restored a motorsports association for the brand before its later return to NASCAR Truck Series title sponsorship.
- 1995NASCAR Craftsman Truck Series sponsorship
United States
Craftsman became title sponsor of NASCAR's Truck Series, linking the brand with automotive mechanics, racing, and truck culture. The sponsorship continued through the 2008 season, after which Camping World took over the title role.
Outcome. The sponsorship ended after 2008, with Camping World taking over the title role.
Brand decisions
2023
Restore Craftsman NASCAR title sponsorshipStrategyBackground
Stanley Black & Decker sought to reinforce Craftsman’s heritage among automotive, workshop, and motorsports audiences.
Action taken
The company acquired title sponsorship rights for NASCAR’s Truck Series and reinstated Craftsman in the series name.
Aftermath
The Truck Series again carried Craftsman branding, renewing a sponsorship association that had ended after the 2008 season.
2017
Sell Craftsman to Stanley Black & DeckerM&ABackground
Sears Holdings sought to monetize a major brand while retaining the ability to sell Craftsman products through its existing retail and supply network.
Action taken
Stanley Black & Decker agreed to acquire the brand, while Sears retained defined licensing and selling rights for a transitional period.
Aftermath
Craftsman gained access to Stanley Black & Decker’s broader retail, product-development, and manufacturing platform, including distribution through Lowe’s and other channels.
Reported total transaction value. $900 million (Announced January 2017; completed March 9, 2017)
2017
Expand distribution beyond SearsStrategyBackground
After acquiring Craftsman, Stanley Black & Decker faced the decline of Sears’s store network and the need to make the brand available through more resilient retail channels.
Action taken
The company expanded Craftsman distribution through Lowe’s and other retailers while maintaining a transitional Sears license.
Aftermath
Craftsman became a multi-channel brand rather than a label primarily associated with Sears stores and catalogs.
2017
Attempt to restore domestic tool manufacturingStrategyBackground
Stanley Black & Decker announced plans to bring some Craftsman tool production back to the United States after the acquisition.
Action taken
The company established a planned manufacturing operation in northern Fort Worth, Texas, intended to produce selected tools.
Aftermath
The plant produced some ratchets and sockets but encountered equipment and volume problems and later closed.
Recent events
- 2023
Craftsman returns as NASCAR Truck Series title sponsor[1]
Campaign
Stanley Black & Decker obtained title sponsorship rights for NASCAR’s Truck Series and reinstated the Craftsman name in the series branding.
- 2020
Stanley Black & Decker opens Craftsman manufacturing facility in South Carolina[7]
Other
Stanley Black & Decker announced the opening of a new Craftsman manufacturing facility in Fort Mill, South Carolina. The site was intended to support domestic production of selected products and reinforce the brand's American manufacturing message.
- 2017
Stanley Black & Decker announces agreement to acquire Craftsman[1]
M&A
Stanley Black & Decker announced an agreement to acquire the Craftsman brand from Sears Holdings, with Sears retaining specified licensing and selling rights.
- 2017
Lowe’s begins adding Craftsman tools[1]
Other
Lowe’s announced plans to begin carrying Craftsman tools, expanding the brand’s distribution beyond Sears and Kmart.
- 2017
Stanley Black & Decker agrees to acquire Craftsman from Sears Holdings[8]
M&A
Stanley Black & Decker announced an agreement to purchase the Craftsman brand from Sears Holdings for approximately $900 million in cash, plus potential future payments based on sales. The deal separated ownership of the brand from Sears' historic retail relationship with it.
Sources9 sources
- 1Craftsman (tools)en.wikipedia.org
- 2CRAFTSMAN® BUILD ON™ | Tools, Storage and Outdoor Equipmentcraftsman.com
- 3Our Historycraftsman.com
- 4Reliable Hand Tools for Every Project | CRAFTSMAN®craftsman.com
- 5Durable Power Tools for Every Project | CRAFTSMAN®craftsman.com
- 6https://craftsman.comcraftsman.com
- 7Stanley Black & Decker opens Craftsman manufacturing facility in South Carolinastanleyblackanddecker.com
- 8Stanley Black & Decker agrees to acquire Craftsman from Sears Holdingsstanleyblackanddecker.com
- 9CRAFTSMAN® Unveils New V-Series™ Line of Premium Tools for Automotive and Industrial Use, Backed by a Lifetime Warrantyprnewswire.com
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