BLACK+DECKER
- Company typePrivate
- Founded1910
- HeadquartersKüche, Germany
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What BLACK+DECKER does
BLACK+DECKER is a 110+ year old American consumer brand founded in 1910 by S. Duncan Black and Alonzo G. Decker in Baltimore, Maryland, and currently operating as a brand and trademark under Stanley Black & Decker (NYSE: SWK), a publicly traded diversified industrial conglomerate that acquired The Black & Decker Corporation in 2010. The brand manufactures and distributes power tools, garden equipment, household cleaning appliances, hand tools, accessories, and kitchen appliances across global markets, with the supplied data reflecting its DACH regional presence via blackanddecker.de serving Germany and Austria. Core product categories include Elektrowerkzeuge (drills, angle grinders, saws, sanders, multi-tools, nailers), Outdoor/Garden equipment (lawn mowers, hedge trimmers, chainsaws, pole saws, pressure washers), and Haushaltsreinigung (stick vacuums, handheld vacuums, steam cleaners, pet vacuums). The brand's technology platform architecture centers on the POWERCONNECT 18V lithium-ion battery ecosystem, enabling one battery to power multiple tools and allowing tool-only purchases without batteries at lower price points, supported by specialized subsystems including Multievo modular multi-tools, POWERSERIES cordless vacuum family (Extreme, PREMIER, + variants), SMART TECH smart vacuums, POWERCOMMAND hedge trimmer technology, Autoselect auto-setting technology, and the reviva sustainable product line made from recycled materials.
The business model is a one-time hardware purchase model targeting mass-market DIY consumers through omnichannel distribution including retail hardware stores, home improvement centers, specialist tool retailers, online marketplaces, and a direct e-commerce storefront with dealer locator functionality. Revenue streams span power tools, garden equipment, household cleaning appliances, kitchen appliances (bev cocktail machine, kitchen wand), and consumables/accessories (batteries, chargers, drill bits, saw blades), with the modular accessory architecture enabling cross-product revenue from a single battery investment. Customer segments are horizontal and persona-based, targeting DIY Homeowners and Home Gardeners as primary segments (home improvement projects, garden maintenance, furniture assembly, repairs, lawn care) and Household Cleaning consumers as a secondary segment, all served through pay-as-you-go transactional pricing with promotional cashback campaigns (e.g., 50 EUR cashback on stick vacuums) as the event-driven commercial lever.
BLACK+DECKER firmographics
Firmographics- Name
- BLACK+DECKER
- Legal name
- BLACK+DECKER
- Website
- https://blackanddecker.de
- Company type
- Private
- Founded year
- 1910
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where BLACK+DECKER is headquartered
LocationHeadquarters
- HQ city
- Küche
- HQ country
- Germany
- HQ region
- Europe
Markets served
BLACK+DECKER business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Power Tools Hardware Sales: One-time purchase model for corded and cordless power tools including drills, saws, sanders, grinders, and accessories. Customers buy tools with optional battery packs or tool-only options.
- Garden Equipment Sales: One-time sales of lawn mowers, trimmers, hedge cutters, chainsaws, and garden care equipment in both corded electric and cordless battery versions.
- Home Cleaning Appliances: Sales of vacuum cleaners, steam cleaners, and pressure washers for household cleaning applications.
- Accessories and Consumables: Sales of replacement parts, batteries, charger accessories, drill bits, saw blades, and consumable supplies for tools.
- Kitchen Appliances: Sales of kitchen appliances including bev cocktail machine and kitchen wand products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tool-only options without battery and charger |
| Unit Pricing | Pay-as-you-go | Complete kits with battery and charger |
| Transaction based/ take rate | Pay-as-you-go | Cashback promotional offer |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
BLACK+DECKER product offering
Product offeringCore offering
BLACK+DECKER manufactures and sells cordless and corded power tools (drills, saws, sanders, grinders, multi-tools), garden equipment (lawn mowers, hedge trimmers, chainsaws, pressure washers), and household cleaning appliances (stick vacuums, handheld vacuums, upright vacuums, steam cleaners), along with hand tools and small kitchen appliances. Products are sold to DIY consumers under a shared 18V POWERCONNECT lithium-ion battery platform that enables a single battery to interoperate across the tool range, with tools sold as standalone units or as complete kits with battery and charger.
Product overview
BLACK+DECKER is a global manufacturer of power tools, garden equipment, and household cleaning products organized into distinct product categories: Elektrowerkzeuge (power tools) including drills, angle grinders, saws, sanders, and multi-tools; Outdoor/Garden tools comprising lawn mowers, hedge trimmers, chainsaws, and pole saws; Haushaltsreinigung (household cleaning) featuring stick vacuums, handheld vacuums, and steam cleaners; Handwerkzeuge (hand tools) including screwdriver sets and ratchets; and Zubehör (accessories) with batteries, chargers, drill bits, and saw blades. Key technology platforms include POWERCONNECT™ (18V cross-compatible battery system), POWERSERIES™ vacuum line (with Extreme, PREMIER, and + variants), SMART TECH™ for vacuums, and reviva™ for sustainable recycled-material products. The portfolio also includes branded sub-products like Workmate™ portable workbenches, Mouse® detail sanders, Alligator® pole saws, Multievo™ modular multi-tools, and SCORPION® reciprocating saws. The company operates on a modular accessory architecture where tools can be purchased with or without batteries, and compatible attachments enable tool transformation across the Multievo™ system.
Differentiator
Problem solved
Functional benefit
Brands
- reviva: Sustainable product line featuring eco-friendly power tools and vacuum cleaners made from recycled materials.
Companies that use BLACK+DECKER
Customer profileSegments3 records
Ideal customer profiles3 records
BLACK+DECKER technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
BLACK+DECKER partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
BLACK+DECKER competitors and assessment
Company assessmentDirect peers
- DeWalt: Sister brand under Stanley Black & Decker; competes directly with BLACK+DECKER in cordless power tools and garden, but positioned upmarket toward professionals and contractors.
- Bosch Power Tools (Robert Bosch): Direct competitor across cordless power tools (18V platform), garden equipment, and DIY accessories; the leading brand in the DACH region that BLACK+DECKER explicitly competes against.
- Makita: Direct global peer in cordless 18V LXT power tools and outdoor equipment with strong DIY and prosumer positioning overlapping BLACK+DECKER's target segments.
- Milwaukee Tool: Another sister brand under Stanley Black & Decker; dominant in pro-grade cordless systems (M18/M12). Comparable cordless battery-platform strategy but focused on trade/contractor users.
- Ryobi (Techtronic Industries): Direct peer in DIY cordless power tools and garden equipment with the ONE+ 18V battery platform; comparable mass-market positioning and ecosystem strategy to BLACK+DECKER POWERCONNECT.
- Worx (Positec): Comparable DIY cordless tools and garden equipment brand with shared 20V/40V battery platforms; similar mass-market positioning and battery-sharing ecosystem approach.
Regional players
- Einhell: DACH-based direct competitor in DIY and garden power tools with the Power X-Change 18V battery platform; competes head-to-head in German-speaking markets.
Broad incumbents
- Kärcher (Alfred Kärcher): German incumbent dominating pressure washers and steam cleaners; directly comparable in the household cleaning category where BLACK+DECKER competes with its steam mop and vacuum lines.
- Hilti: Broad incumbent in power tools and cordless platforms, though focused on professional construction trades; relevant for benchmarking battery ecosystem economics and channel strategy.
Emerging players
- Festool (TTS Tooltechnic Systems): Premium German power tool brand competing in adjacent pro/DIY-premium segments; relevant benchmark for product innovation, cordless migration, and DACH retail positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 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 manufactures and sells cordless and corded power tools (drills, saws, sanders, grinders, multi-tools), garden equipment (lawn mowers, hedge trimmers, chainsaws, pressure washers), and household cleaning appliances (stick vacuums, handheld vacuums, upright vacuums, steam cleaners), along with hand tools and small kitchen appliances. Products are sold to DIY consumers under a shared 18V POWERCONNECT lithium-ion battery platform that enables a single battery to interoperate across the tool range, with tools sold as standalone units or as complete kits with battery and charger.
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 101 to 250 people.
Where is BLACK+DECKER based?
BLACK+DECKER is headquartered in Küche, Germany, in the Europe region.
How does BLACK+DECKER make money?
Five revenue lines are on record. Power Tools Hardware Sales are the primary driver. The others are garden Equipment Sales, home Cleaning Appliances, accessories and Consumables and kitchen Appliances.
Who are BLACK+DECKER's main competitors?
Direct peers on record are DeWalt, Bosch Power Tools (Robert Bosch), Makita, Milwaukee Tool, Ryobi (Techtronic Industries) and Worx (Positec). Einhell is listed as a regional player. Broad incumbents are Kärcher (Alfred Kärcher) and Hilti. Festool (TTS Tooltechnic Systems) is listed as an emerging player.
Does BLACK+DECKER have an API?
No public API is recorded for BLACK+DECKER.