Craftsman

What Craftsman does

Craftsman is a 99-year-old American tool brand (founded 1927) owned by Stanley Black & Decker (NYSE: SWK) since its 2017 acquisition from Sears Holdings Corporation. The brand offers a broad portfolio spanning its proprietary V20 20V lithium-ion cordless power tool platform—now covering 100+ compatible tools including drills, saws, nailers, sanders, and brushless RP-series models—alongside traditional hand tools (screwdrivers, pliers, wrenches, hammers), the specialized OVERDRIVE line engineered to remove rounded or damaged fasteners up to 70% more effectively than standard tools, outdoor power equipment (push and riding mowers, string trimmers, blowers, chainsaws, pressure washers), VERSATRACK-based storage and organization systems, and the myQ-enabled smart garage door opener integrated with Chamberlain's connected home ecosystem. The May 2026 launch of V20 ADVANCED batteries featuring tabless cell technology delivering up to 3X power and runtime represents the brand's most significant recent platform innovation.

The business model is hardware sales with promotional pricing (frequent 40-58% discounts and aggressive trade-in subsidies) and lifetime warranties on hand tools. Distribution runs primarily through two anchor retail partners—Lowe's and Ace Hardware—supplemented by craftsman.com direct-to-consumer, and Amazon marketplace; shipments are restricted to US addresses with limited Mexico presence. Two customer segments are targeted: DIY homeowners (primary) via the CRAFTSMAN CLUB loyalty program, content creator partnerships, and seasonal campaigns; and professional mechanics/tradespeople via OVERDRIVE and brushless RP tools. Craftsman holds the #1 most trusted hand tool brand and #2 most trusted power tool brand rankings in Lifestory Research's 2026 America's Most Trusted studies. The brand does not disclose standalone financials as it is consolidated within Stanley Black & Decker's reporting structure.

Name

Craftsman

Legal name

Stanley Black & Decker, Inc.

Website

https://craftsman.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

1–10 employees

Short description

Craftsman is a Stanley Black & Decker-owned tool brand selling V20 cordless power tools, hand tools, outdoor equipment, and storage through Lowe's, Ace Hardware, and direct channels, primarily serving US DIY homeowners and professional tradespeople.

Ownership category

akta.pro rank

Product category

Power Tools

NAICS

Battery Manufacturing (33591), Small Electrical Appliance Manufacturing (33521), Electrical Equipment, Appliance, and Component Manufacturing (335)

SIC

Cutlery, Handtools & General Hardware (3420), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL)

akta.pro secondary industry

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)

Keywords

• Cordless power tools
• Hand tools
• Outdoor power equipment
• Lithium-ion battery platform
• Tool storage solutions

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Power Tools Sales: Revenue from cordless and corded power tools including drills, saws, nailers, grinders sold through retail partners and direct e-commerce
2. Hand Tools Sales: Revenue from mechanics tools, socket sets, wrenches, screwdrivers, and hand tool sets with lifetime warranties
3. V20 Battery Platform: V20 cordless battery ecosystem including lithium-ion packs, chargers, and compatibility with 100+ tools. New ADVANCED line with tabless cell technology launched May 2026
4. Outdoor Power Equipment: Lawn mowers, string trimmers, leaf blowers, chainsaws, pressure washers, and related outdoor equipment
5. Storage & Organization: Tool chests, cabinets, organizers, and VERSATRACK storage systems for garage and workshop organization

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Craftsman designs, manufactures, and sells a broad portfolio of hand tools, cordless and corded power tools, outdoor power equipment, tool storage, and accessories under the V20 battery platform. The brand's flagship ecosystem is the V20 20V lithium-ion cordless system compatible with over 100 tools, complemented by specialized product lines including OVERDRIVE mechanics tools for rounded fasteners and myQ smart garage door openers.

Product overview

Craftsman is a comprehensive tool brand owned by Stanley Black & Decker, offering a broad portfolio of power tools, hand tools, outdoor power equipment, storage solutions, and related accessories. The core product ecosystem centers around the V20* cordless power tool platform, which includes drills, saws, nailers, sanders, routers, and other power tools compatible with V20 lithium-ion batteries. Recent innovation includes the V20* ADVANCED batteries featuring tabless cell technology for up to 3X power and runtime. The outdoor lineup spans gas and cordless lawn mowers, string trimmers, leaf blowers, chainsaws, pole saws, and pressure washers. Hand tools include mechanics tools, screwdrivers, pliers, and the specialized OVERDRIVE line designed for rounded fasteners. Storage solutions include metal tool chests and VERSATRACK organization systems. Craftsman also offers smart home products (myQ garage door opener), and maintains retail partnerships with Lowe's and Ace Hardware for distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• V20 Cordless Power Tool System A 20V lithium-ion cordless power tool ecosystem comprising drills, saws, nailers, sanders, and other power tools that share interchangeable V20 batteries, targeted at DIY homeowners and professional tradespeople.
• V20 ADVANCED Batteries Next-generation 20V lithium-ion batteries with tabless cell technology delivering up to 3X power and runtime versus previous generation batteries, available in 6Ah and 3Ah capacities with improved thermal management.
• Hand Tools Traditional hand tools including screwdrivers, pliers, hammers, wrenches, measuring tools, and levels for DIY and professional use, backed by lifetime warranty.
• OVERDRIVE Mechanics Tools Specialized mechanics tools engineered to remove rounded or damaged fasteners, marketed as removing bolts rounded up to 70% more effectively than standard tools, targeting automotive and industrial applications.
• Storage and Organization Tool storage solutions including metal tool chests, drawers, VERSATRACK wall organization systems, and workbenches designed for garage and workshop organization.
• Outdoor Power Equipment Lawn mowers (push and self-propelled), string trimmers, leaf blowers, hedge trimmers, chainsaws, pole saws, and related outdoor tools for residential lawn and garden care.
• Gas-Powered Outdoor Equipment Gas-powered riding mowers, zero-turn mowers, and gas string trimmers designed for heavy-duty residential lawn care applications.
• V20 Brushless RP Tools Premium brushless motor power tools within the V20 system featuring Brushless RP (Rapid Performance) technology for enhanced power, runtime, and efficiency.
• myQ Smart Garage Door Opener Smart garage door opener with myQ technology enabling remote monitoring and control via smartphone app, integrating with the Chamberlain myQ smart home ecosystem.
• Pressure Washers Electric and cordless pressure washers including 1,900 and 2,100 PSI models for residential exterior cleaning applications.
• Air Compressors Portable and stationary air compressors for powering pneumatic tools and inflation applications in workshop and jobsite environments.
• Pneumatic Nailers and Staplers Cordless framing nailers, pin nailers, and staplers powered by V20 batteries for construction and woodworking applications.
• Garage Door Openers Automatic garage door openers for residential garage door automation, including myQ-enabled smart models.

Quantifiable outcome

• OVERDRIVE tools remove rounded fasteners up to 70% more effectively than standard tools
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• NASCARminorGTM or Marketing Partner · 25 February 2026Craftsman was title sponsor of NASCAR Truck Series. As of February 2026, renewal was in limbo prompting NASCAR to explore alternative sponsorship opportunities for the series.
• Lowe'scoreChannel Partner/ Reseller/ DistributorPrimary retail partner for Craftsman products. Lowe's hosts in-store battery trade-in events, promotional bundles including Buy 1 Get 1 free tool offers, and exclusive product availability. Nationwide retail presence with e-commerce platform.
• Ace HardwarecoreChannel Partner/ Reseller/ DistributorMajor retail partner for Craftsman products. Participates in Ace Hardware promotions including Buy 1 Get 2 free tool offers on V20 ADVANCED kits, and battery trade-in events at participating store locations.
• YouTube Content Creators (Dawson DIY, Allie Tricaso)minorGTM or Marketing PartnerSocial media influencer partnerships for branded video content. Craftsman featured in sponsored YouTube videos as part of content marketing strategy.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bosch Power Tools: Ranks just below Craftsman (#3 with 112.3 trust score) in the 2026 Lifestory power tools study. Direct competitor across cordless power tools, oscillating tools, and accessories.
• Ryobi: DIY-focused cordless power tool and outdoor equipment brand owned by TTI, competing head-to-head with Craftsman's V20 platform at Lowe's and other retailers.
• Husqvarna: Direct competitor in outdoor power equipment (chainsaws, trimmers, mowers). Listed by market research as a key player in the $20.39B global tree trimmers market alongside Craftsman.
• Stihl: Premium outdoor power equipment competitor in chainsaws, trimmers, and blowers. Comparable in outdoor category where Craftsman's cordless and gas equipment compete.
• DeWalt: Sibling Stanley Black & Decker brand and the #1 most trusted power tool brand (Lifestory 2026). Directly competes with Craftsman in cordless power tools and outdoor equipment at the professional/prosumer tier, with overlapping battery platforms.
• Black+Decker: Another Stanley Black & Decker brand targeting the entry-level DIY homeowner segment with cordless power tools and small appliances. Competes directly with Craftsman in mass-retail DIY hand and power tools.
• Milwaukee Tool: Major competitor in cordless power tools with the M18 battery platform. Competes most directly with Craftsman's V20 system for pro and prosumer share.
• Makita: Global cordless power tool and outdoor equipment competitor with the LXT 18V platform. Comparable to Craftsman in drills, saws, outdoor equipment breadth and battery ecosystem strategy.

Regional players

• Kobalt: Lowe's-house brand that competes directly with Craftsman on the same retailer's shelves in cordless 40V/80V tools, hand tools, and outdoor equipment.

Emerging players

• RIDGID (Emerson): Competitor in cordless power tools and hand tools, primarily distributed through The Home Depot. Comparable in battery platform strategy and prosumer positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/craftsman
• Facebookfacebook.com/craftsman
• LinkedInlinkedin.com/company/craftsman-cabinets

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Craftsman