Black & Decker
Black & Decker, a Stanley Black & Decker division, designs and sells cordless power tools, cleaning appliances, outdoor equipment, and small kitchen products under the POWERCONNECT 20V/40V MAX battery platform, serving DIY consumers and homeowners through retailers including Home Depot, Walmart, and Amazon.
- Company typePrivate
- Founded1910
- HeadquartersTowson, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Black & Decker does
Black & Decker is a consumer hardware brand founded in 1910 and currently operated as a division of Stanley Black & Decker, Inc. (NYSE: SWK). The company's product portfolio spans cordless and corded power tools, outdoor equipment, home cleaning appliances, and small kitchen appliances, targeting DIY consumers, homeowners, and value-oriented professionals. Its core technology platform is the POWERCONNECT 20V and 40V MAX interchangeable battery system, which spans hand tools, outdoor equipment, and cleaning devices and is designed to let consumers reuse batteries across product categories.
The business model is a classic mass-market consumer goods model: branded hardware is manufactured at scale and sold through large retail partners including The Home Depot, Walmart, and Amazon, supplemented by direct e-commerce. Revenue is generated primarily through unit sales of tools, appliances, and accessories, with the proprietary battery and charger ecosystem creating recurring aftermarket demand as consumers expand their tool collections. Brand licensing and OEM arrangements extend revenue reach beyond direct retail. The division sits inside Stanley Black & Decker's corporate portfolio alongside professional brands such as DeWalt and Craftsman.
Strategic activity in 2025-2026 includes a $1.8 billion divestiture of the parent's aerospace and defense business to Howmet Aerospace (December 2025), a distribution partnership with Ayn Al-Fahad to enter Iraq (November 2025), and a series of product launches in 2026 covering the VacuSteam Handheld Steamer, an expanded 20V MAX POWERCONNECT brushless system, a refreshed dustbuster handheld vacuum, and the BCD382DS1 cordless drill. These moves simultaneously sharpen the consumer/industrial focus and broaden the branded product surface and geographic footprint.
Black & Decker firmographics
Firmographics- Name
- Black & Decker
- Legal name
- Black & Decker (US) Inc.
- Website
- https://blackanddecker.com
- Company type
- Private
- Founded year
- 1910
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Black & Decker, a Stanley Black & Decker division, designs and sells cordless power tools, cleaning appliances, outdoor equipment, and small kitchen products under the POWERCONNECT 20V/40V MAX battery platform, serving DIY consumers and homeowners through retailers including Home Depot, Walmart, and Amazon.
- Ownership category
- akta.pro rank
Black & Decker industry classification
Industry- Product category
- Power Tools and Home Appliances
- NAICS
- Power-Driven Handtool Manufacturing (333991), Small Electrical Appliance Manufacturing (335210), Battery Manufacturing (33591)
- SIC
- Cutlery, Handtools & General Hardware (3420), Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Outdoor Power Equipment Parts & Service Retail (CRAIAIAE)
- akta.pro secondary industries
- Outdoor Power Equipment Parts & Service Retail (CRAIADAH), Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG), Power Banks & Portable Power (Battery Packs, MagSafe Packs) (CRACATAD)
Keywords
Where Black & Decker is headquartered
LocationHeadquarters
- HQ city
- Towson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Black & Decker business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Power Tools Sales: Core revenue from selling cordless and corded power tools including drills, saws, sanders, and combo kits to consumers and prosumers through retail and e-commerce channels.
- Outdoor Equipment Sales: Revenue from lawn mowers, leaf blowers, hedge trimmers, chainsaws, and garden tools. Both corded electric and cordless battery-powered options available.
- Home Appliances and Floor Care: Revenue from vacuum cleaners (dustbuster handheld line, stick vacuums, robotic vacuums), steam mops, floor sweepers, and cleaning appliances.
- Kitchen Appliances: Revenue from kitchen products including toasters, coffee makers, food processors, blenders, air fryers, waffle makers, and the Kitchen Wand multi-tool system.
- Hand Tools and Storage: Revenue from hand tools, tool sets, tool boxes, storage organizers, and measuring instruments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level corded and 12V/20V cordless tools targeting DIY homeowners |
| Unit Pricing | Pay-as-you-go | Mid-range 20V MAX POWERCONNECT cordless tools for homeowners and enthusiasts |
| Unit Pricing | Pay-as-you-go | Premium 40V MAX outdoor equipment and high-performance brushless tools |
| Unit Pricing | Pay-as-you-go | Professional and specialty tools including MATRIX multi-attachment system |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Black & Decker product offering
Product offeringCore offering
BLACK+DECKER designs, manufactures, and sells DIY-grade and prosumer cordless power tools, outdoor lawn-and-garden equipment, small kitchen appliances, and household cleaning products under its own brand. Core product families include the 20V MAX POWERCONNECT and 40V MAX battery platforms, MATRIX modular tools, POWERSERIES vacuums, dustbuster handhelds, VacuSteam steamers, and the reviva sustainable tool line.
Product overview
Black+Decker offers a comprehensive consumer and professional-grade product portfolio organized around multiple interchangeable battery platforms (20V MAX POWERCONNECT, 40V MAX, 12V MAX) and distinct sub-brands. The core offering spans power tools (drills, saws, sanders, combo kits), outdoor equipment (lawn mowers, leaf blowers, hedge trimmers, chainsaws, string trimmers, garden cultivators), home cleaning (dustbuster handheld vacuums, POWERSERIES/SUMMITSERIES stick vacuums, robotic vacuum, steam mops, floor sweepers), home and kitchen appliances (Kitchen Wand multi-tool, toasters, coffee makers, blenders, air fryers, Vera Pizza Oven), hand tools, storage solutions, crafting tools, and heating/cooling products. Key brand architectures include the POWERCONNECT battery ecosystem enabling cross-tool compatibility, the MATRIX modular attachment system, dustbuster/POWERSERIES/SUMMITSERIES cleaning lines, and reviva sustainable products. The company recently entered new categories with the VacuSteam handheld steamer combining suction and steam technology for garment care.
Differentiator
Problem solved
Functional benefit
Brands
- dustbuster®: Handheld vacuum product line including cordless handheld vacuums for quick clean-ups and small pickups
- POWERSERIES™
- POWERCONNECT™
- SUMMITSERIES™
- reviva™
- MATRIX™
- SteamMop™
- Kitchen Wand™
- Vera™
Products and services
- 20V MAX POWERCONNECT Cordless Drill/Driver (BCD382DS1) Battery-powered drill/driver on the 20V MAX POWERCONNECT platform, intended for DIY homeowners and prosumer users needing drilling and driving for general home repair and assembly tasks.
- dustbuster reveal Handheld Vacuum Cordless handheld vacuum designed for quick cleanups around the home, targeting DIY and consumer users for spot cleaning of debris, pet hair, and upholstery.
- VacuSteam Handheld Steamer Cordless handheld device that vacuums and steams surfaces simultaneously for garment care, upholstery, and household surface sanitizing; targeted at consumer household cleaning.
- 20V MAX POWERCONNECT Battery and Charger System Interchangeable lithium-ion battery packs and chargers that power the 20V MAX cordless tool, outdoor, and cleaning lineup, sold as standalone accessories and included in combo kits.
- MATRIX Modular Power Tool System Modular quick-change system that lets a single base accept different tool heads (drill, sander, jig saw, oscillating, router), targeted at DIY users wanting one platform for multiple tasks.
- 40V MAX Cordless Lawn Mowers Cordless push and self-propelled lawn mowers on the 40V MAX battery platform, targeted at residential homeowners for routine lawn maintenance.
- 40V MAX Leaf Blowers and String Trimmers Cordless leaf blowers and string trimmers powered by the 40V MAX battery platform, intended for residential yard maintenance.
- Cordless Hedge Trimmers and Chainsaws Cordless hedge trimmers and chainsaws for residential trimming, pruning, and light tree work, targeted at homeowners.
- POWERSERIES Cordless Stick Vacuums Cordless stick vacuums (including POWERSERIES PRO and SUMMITSERIES Select variants) for whole-home floor and carpet cleaning, sold to consumer households.
- Steam Mops Electric steam mops that sanitize and clean hard floors using steam, targeted at consumer households with sealed hard flooring.
- Small Kitchen Appliances (Coffee Makers, Toasters, Blenders) Coffee makers, toaster ovens, toasters, blenders, air fryers, and other countertop kitchen appliances sold to consumer households.
- Kitchen Wand and Specialty Kitchen Tools Handheld electric kitchen tools (Kitchen Wand and related specialty appliances) for food preparation tasks, sold to consumer households.
- Cordless and Electric Pressure Washers Consumer-grade pressure washers for cleaning decks, driveways, siding, and outdoor furniture, targeted at DIY homeowners.
- Robotic Vacuum Cleaners Programmable robotic vacuum cleaners for automated floor cleaning, targeted at consumer households seeking hands-free cleaning.
- Space Heaters Portable electric space heaters for personal and small-room heating, sold to consumer households.
- Air Purifiers Portable air purifiers for residential indoor air quality, sold to consumer households.
- Portable Air Conditioners Portable room air conditioners for residential cooling, sold to consumer households.
- Dehumidifiers Residential dehumidifiers for basements, bedrooms, and whole-home moisture control, sold to consumer households.
- Hand Tools, Tool Sets, and Storage Manual hand tools (screwdrivers, pliers, wrenches, hammers, measuring tools), bundled tool sets, and tool storage boxes for general household and DIY use.
- Wet/Dry Handheld Vacuums
Quantifiable outcome
- VacuSteam delivers wrinkle-free results 45% faster than standard steamers
Companies that use Black & Decker
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Black & Decker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Black & Decker partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ayn Al-FahadcoreBlack & Decker partnered with Ayn Al-Fahad to expand its presence in Iraq through a distribution agreement. The partnership aims to increase market reach and strengthen the brand's position in Iraq's consumer and construction sectors.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Black & Decker competitors and assessment
Company assessmentBroad incumbents
- Husqvarna Group: Established outdoor power equipment manufacturer competing with Black+Decker's lawn mowers, chainsaws, and robotic mowers; stronger in professional landscaping but overlapping in residential.
- DeWalt: Flagship professional power tool brand also owned by Stanley Black & Decker. Competes directly with Black+Decker in cordless platforms but skews to professional contractors rather than DIY consumers.
- Milwaukee Tool: Techtronic Industries' professional brand with M18/M12 cordless platforms; competes with Black+Decker in cordless tools but skews to professional trades rather than DIY.
Direct peers
- Kobalt (Lowe's house brand): Lowes-exclusive 40V and 80V cordless tool platform competing on price and ecosystem breadth within the same DIY consumer segment.
- Craftsman: Stanley Black & Decker's value-tier hand and power tool brand competing in the same DIY retail channels and tool-storage category as Black+Decker.
- Worx (Positec): Positec's DIY lawn and garden equipment brand directly competing with Black+Decker in cordless mowers, trimmers, and leaf blowers through mass retail channels.
- Makita: Global power tool manufacturer offering 18V and 40V cordless platforms with broad DIY and professional overlap; competes directly in retail channels like Home Depot.
- Ryobi (Techtronic Industries): DIY-focused 18V ONE+ battery ecosystem that mirrors Black+Decker's POWERCONNECT strategy; sold through Home Depot and competes in the same DIY consumer segment.
- Bosch Power Tools: Bosch's power tools division competes head-to-head with Black+Decker across cordless drills, saws, and outdoor equipment, targeting similar DIY and prosumer segments in North America.
Others
- Stanley (Stanley Black & Decker): Sister brand under the same parent company selling hand tools and storage; adjacent rather than directly competitive, but shares retail shelf space and product adjacency.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Black & Decker social profiles
Digital presenceBlack & Decker financial estimates
Financial estimateRevenue estimate
Valuation estimate
Black & Decker leadership team
Management profileNumber of profiles
Black & Decker funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Black & Decker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Black & Decker
What does Black & Decker do?
BLACK+DECKER designs, manufactures, and sells DIY-grade and prosumer cordless power tools, outdoor lawn-and-garden equipment, small kitchen appliances, and household cleaning products under its own brand. Core product families include the 20V MAX POWERCONNECT and 40V MAX battery platforms, MATRIX modular tools, POWERSERIES vacuums, dustbuster handhelds, VacuSteam steamers, and the reviva sustainable tool line.
Is Black & Decker a public or private company?
Black & Decker is a private company. It is classified as corporate owned and is currently operating.
When was Black & Decker founded?
Black & Decker was founded in 1910. It employs 5,001 to 10,000 people.
Where is Black & Decker based?
Black & Decker is headquartered in Towson, United States, in the North America region.
How does Black & Decker make money?
Five revenue lines are on record. Power Tools Sales are the primary driver. The others are outdoor Equipment Sales, home Appliances and Floor Care, kitchen Appliances and hand Tools and Storage.
Who are Black & Decker's main competitors?
Broad incumbents on record are Husqvarna Group, DeWalt and Milwaukee Tool. Direct peers are Kobalt (Lowe's house brand), Craftsman, Worx (Positec), Makita, Ryobi (Techtronic Industries) and Bosch Power Tools. Stanley (Stanley Black & Decker) is listed as an others.
Does Black & Decker have an API?
No public API is recorded for Black & Decker.
What industry is Black & Decker in?
Black & Decker's product category is Power Tools and Home Appliances. Its primary akta.pro industry code is CRAIAIAE, Outdoor Power Equipment Parts & Service Retail, with a secondary code of CRAIADAH, Outdoor Power Equipment Parts & Service Retail. Its NAICS code is 333991 and its SIC code is 3420.