American General Tool Group
American General Tool Group operates Toolmarts.com, a US-based e-commerce reseller of professional-grade power tools, cordless tools, air tools, and industrial equipment from 15+ major brands including Makita, Milwaukee, Bosch, and Festool, serving professional contractors and DIY consumers online.
- Company typePrivate
- Founded2014
- HeadquartersVista, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What American General Tool Group does
American General Tool Group, doing business as Toolmarts.com, is a privately held online reseller of professional-grade tools and equipment headquartered at 2117 Industrial Court in Vista, California. Founded in 2014 and operating with 11-50 employees, the company distributes products from more than 15 authorized brand partners — including Makita (LXT and XGT platforms), Milwaukee Tool (M12, M18, FUEL systems), Bosch, Jet, Festool, Freud, Edwards, Baileigh, Dewalt, Powermatic, Delta, Klein Tools, Stabila, Interstate Pneumatics, Thrifco Plumbing, and Superior Parts — serving the United States exclusively through digital channels.
The product portfolio spans power tools, cordless tools, air tools, woodworking equipment, metalworking machinery (including industrial ironworkers priced at over $38,000), and plumbing parts and accessories, with individual SKUs ranging from approximately $7.85 plumbing accessories to multi-thousand-dollar industrial machinery. The e-commerce platform is built on Magento CMS and includes category-based navigation, brand-level storefronts, customer reviews, guest order tracking, account registration, and a "My Quote" function for B2B quotation requests. Free shipping is offered on thousands of items, and discounts reach up to 70% in the Hot Deals section. Phone-based ordering is available via a 1-800 number, supplementing self-serve digital checkout.
Revenue is generated entirely through one-time transactional product sales to a distributed customer base, with no subscription or recurring component. The primary customer segment is professional tradespeople and contractors (carpenters, electricians, plumbers, metalworkers, general contractors), with DIY consumers and homeowners as a secondary segment. The go-to-market motion is self-serve e-commerce, with marketing concentrated on SEO-driven organic search, email newsletter capture, brand-specific promotional campaigns (Makita 2026, Milwaukee Q2 2026, Edwards, Baileigh, Metabo), and limited social media presence. The company is led by CEO and President Nasreen Godil; no further management team, funding history, or investor information is disclosed.
American General Tool Group firmographics
Firmographics- Name
- American General Tool Group
- Legal name
- Toolmarts.com
- Website
- https://americangeneraltools.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- American General Tool Group operates Toolmarts.com, a US-based e-commerce reseller of professional-grade power tools, cordless tools, air tools, and industrial equipment from 15+ major brands including Makita, Milwaukee, Bosch, and Festool, serving professional contractors and DIY consumers online.
- Ownership category
- akta.pro rank
American General Tool Group industry classification
Industry- Product category
- Power Tool Distribution & Retail
- NAICS
- Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Tools & Tool Accessories Retail (Hand, Power, Pneumatic) (CRAIADAB)
- akta.pro secondary industry
- Outdoor Power Equipment Parts & Service Retail (CRAIAIAE)
Keywords
Where American General Tool Group is headquartered
LocationHeadquarters
- HQ city
- Vista
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
American General Tool Group business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales (B2C/B2B E-commerce): Revenue is generated through direct product sales of professional power tools, accessories, and related equipment via the Toolmarts.com e-commerce platform. Products range from consumer-grade hand tools (priced from approximately $10) to heavy industrial equipment (priced up to $38,000+). The business model is transactional e-commerce with no explicit subscription component. Discount programs (FLAT 5% OFF, FLAT 10% OFF) and free shipping on thousands of items drive volume. Revenue is derived entirely from product margin on sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with periodic discount promotions |
Distribution channels2 records
Marketing channels3 records
American General Tool Group product offering
Product offeringCore offering
American General Tool Group operates Toolmarts.com, an authorized-reseller e-commerce storefront that aggregates and sells professional-grade power tools, cordless tools, air tools, woodworking and metalworking equipment, and plumbing parts and accessories from manufacturers including Makita, Milwaukee, Bosch, Jet, Festool, Dewalt, Freud, Baileigh, Edwards, Powermatic, Delta, Interstate Pneumatics, Klein Tools, Big Horn, Thrifco Plumbing, Stabila, and Superior Parts. The platform offers discount tiers of 5% and 10%, promotional discounts up to 70%, and free shipping on thousands of items, with product pricing ranging from approximately $7.85 to over $38,000 for industrial ironworkers.
Product overview
Toolmarts is an online e-commerce platform and distributor of professional-grade tools and equipment. The platform offers a comprehensive portfolio across multiple product categories including Power Tools, Cordless Tools, Air Tools, Woodworking Tools & Accessories, Metalworking Equipment, and Plumbing Parts & Accessories. The company distributes major tool brands including Makita (LXT and XGT cordless platforms), Milwaukee (M12 and M18 systems, FUEL line), Bosch, Jet, Festool, Edwards, Powermatic, Freud, Stabila, Interstate Pneumatics, Superior Parts, and Thrifco Plumbing. The platform features a deals and promotions section with discounts up to 70% and free shipping on thousands of items.
Differentiator
Problem solved
Functional benefit
Products and services
- Power Tools Professional-grade power tools including saws, routers, dust collection and filtration systems, and lathes & accessories, sold for industrial and workshop applications across multiple brands.
- Cordless Tools Battery-powered cordless tools including drills, drivers, impact wrenches, flashlights, and combo kits featuring major brands like Makita LXT and XGT platforms and Milwaukee M12 and M18 systems.
- Air Tools Pneumatic air-powered tools and accessories for professional and industrial use, including offerings from Interstate Pneumatics and other brands.
- Woodworking Tools & Equipment Complete woodworking equipment including bandsaws, drill presses, dust collectors, jointers, lathes, and related accessories for woodworking shops.
- Metalworking Equipment Metal fabrication and machining equipment including ironworkers, brakes, lathes, mill drills, power hammers, and vertical mills from manufacturers such as Edwards, Jet, and Baileigh.
- Plumbing Parts & Accessories Plumbing supplies including tub and shower parts, lawn and garden equipment, irrigation systems, and toilet parts and accessories from brands such as Thrifco Plumbing.
- Makita Brand Tools Full range of Makita power tools, cordless tools (LXT and XGT platforms), outdoor power equipment, pneumatics, accessories, and woodworking tools available as authorized reseller.
- Milwaukee Brand Tools Milwaukee professional tools including M12 and M18 cordless systems, FUEL power tools, hand tools, instruments, site lighting, and outdoor power equipment.
- Bosch Brand Tools Bosch power tools, cordless tools, measuring and layout tools, and power tool accessories and attachments.
- Jet Brand Tools Jet industrial tools including air tools, woodworking equipment, metalworking machinery, lifting systems, and bench grinders.
- Festool Brand Tools Festool professional-grade tools including drills, routers, jointers, grinders, saws, sanding systems, and dust extraction accessories.
- Edwards Ironworkers & Industrial Equipment Edwards industrial ironworkers including 100-ton 3-phase models with PowerLink and coper notcher options, plus plasma tables and hydraulic breakers.
Quantifiable outcome
- Discounts up to 70% on select products
Companies that use American General Tool Group
Customer profileSegments2 records
Ideal customer profiles2 records
American General Tool Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
American General Tool Group partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- MakitacoreToolmarts.com is an authorized reseller of Makita products, featuring a dedicated Makita-branded section with extensive product listings including cordless tools, outdoor power equipment, accessories, pneumatics, XGT tools, LXT tools, and woodworking tools. Promotional banners for Makita (Makita 2026 Promo, Makita LXT Free Item Promo, Makita XGT/LXT Corded 2026, Makita Blowout 2026) are featured prominently on the homepage.
- Milwaukee ToolcoreToolmarts.com is an authorized reseller of Milwaukee Tool products, with a dedicated Milwaukee-branded section featuring accessories, batteries & chargers, hand tools, instruments, site lighting, outdoor power equipment, and power tools. Promotional campaigns (Milwaukee Quarter 2 2026 Promo) are featured on the homepage.
- Jet ToolscoreToolmarts.com is an authorized reseller of Jet Tools, with a dedicated Jet-branded section covering air tools, Jet tools, lifting systems, metalworking, and woodworking categories. Featured products include woodworking lathes, bench grinders, drill presses, and band saws.
- BoschcoreToolmarts.com is an authorized reseller of Bosch power tools and accessories, with a dedicated Bosch-branded section featuring power tool accessories, cordless power tools, measuring & layout tools, and power tools. Featured products include hammer drills, palm routers, drill bit sets, and laser measures.
- FestoolcoreToolmarts.com is an authorized reseller of Festool products, with a dedicated Festool-branded section covering accessories, drilling & screwdriving, drills, grinders, jointers, routers, and saws. Featured products include routers, random orbital sanders, and the Kapex sliding compound miter saw.
- FreudcoreToolmarts.com is an authorized reseller of Freud tools, featured in the Best Selling Brands section and product listings. Freud is a premier manufacturer of carbide cutting tools for woodworking.
- EdwardscoreToolmarts.com is an authorized reseller of Edwards industrial equipment, featuring products such as 100 Ton Ironworkers. A promotional banner (Edwards Banner Promo) is featured on the homepage. Edwards specializes in ironworkers, plasma tables, and hydraulic breakers.
- BaileighcoreToolmarts.com is an authorized reseller of Baileigh industrial tools and machinery, featured in the Best Selling Brands section. Baileigh manufactures industrial machine tools including metalworking equipment.
- PowermaticminorToolmarts.com is an authorized reseller of Powermatic woodworking machinery, listed among the brands available on the platform. Powermatic specializes in professional woodworking equipment.
- DeltaminorToolmarts.com carries Delta brand tools and equipment, featured in the Best Selling Brands section. Delta is known for woodworking machinery and power tools.
- DewaltcoreToolmarts.com is an authorized reseller of Dewalt tools, featured in the Best Selling Brands section. Dewalt is a major manufacturer of power tools and accessories for construction and woodworking applications.
- Interstate PneumaticsminorToolmarts.com is an authorized reseller of Interstate Pneumatics products, featured as one of the Best Selling Brands. Interstate Pneumatics specializes in pneumatic tools and equipment.
- Klein ToolsminorToolmarts.com is an authorized reseller of Klein Tools, featured in the Best Selling Brands section. Klein Tools is a manufacturer of professional-grade hand tools and electrical accessories.
- Big HornminorToolmarts.com is an authorized reseller of Big Horn tools and equipment, featured in product listings such as the Big Horn 15126 10 Oz Claw Hammer and Big Horn Hammer Promo 2025.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
American General Tool Group competitors and assessment
Company assessmentEmerging players
- Toolpartspro.com: Toolpartspro.com is a niche e-commerce site for tool replacement parts and accessories, listed as a mutual cross-promotion partner of Toolmarts.com and a comparable emerging online specialist in the tool aftermarket.
- H Valley Tools: H Valley Tools is a smaller online retailer of pneumatic and specialty tools, featured as a cross-promotional partner of Toolmarts.com and an emerging peer in the focused pneumatic/air-tool e-commerce niche.
Broad incumbents
- Amazon (Tools & Home Improvement): Amazon is the dominant online generalist marketplace whose Tools & Home Improvement category carries all the same brands as Toolmarts.com (Makita, Milwaukee, Bosch, Festool, etc.) with Prime shipping, defining the price and convenience baseline Toolmarts.com must beat.
- Lowe's: Lowe's is a national home improvement retailer offering a broad catalog of power tools, cordless platforms, and outdoor equipment, directly overlapping with Toolmarts.com's professional and DIY tool assortment.
- Northern Tool + Equipment: Northern Tool + Equipment is a broad, multi-channel retailer of professional and consumer-grade tools, power equipment, and industrial supplies, offering a wider catalog that overlaps with Toolmarts.com's air tools, power tools, and outdoor equipment categories.
Direct peers
- Tool Nut: Tool Nut is an online authorized retailer specializing in power tools, woodworking machinery, and metalworking equipment, with a similar mix of professional brands and high-value industrial SKUs as Toolmarts.com.
- Ohio Power Tool: Ohio Power Tool is an authorized online retailer of professional-grade power tools, pneumatics, and industrial machinery, directly competing with Toolmarts.com in the same multi-brand authorized-reseller e-commerce niche.
- CPO Outlets: CPO Outlets is a leading e-commerce retailer of factory-reconditioned and new power tools from brands like Makita, Milwaukee, Bosch, and Festool, closely comparable to Toolmarts.com's online tool and equipment catalog model.
- Acme Tools: Acme Tools is a multi-brand e-commerce and omnichannel retailer of professional power tools, woodworking, and industrial equipment, directly comparable to Toolmarts.com in assortment (Makita, Milwaukee, Bosch, Festool, etc.) and customer base of contractors and tradespeople.
Peers
Market position
Strengths5 records
Weaknesses5 records
Competitive moat1 record
Key risks7 records
Key highlights7 records
Customer concentration
American General Tool Group social profiles
Digital presenceAmerican General Tool Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
American General Tool Group leadership team
Management profileNumber of profiles
Profiles1 record
American General Tool Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
American General Tool Group 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 American General Tool Group
What does American General Tool Group do?
American General Tool Group operates Toolmarts.com, an authorized-reseller e-commerce storefront that aggregates and sells professional-grade power tools, cordless tools, air tools, woodworking and metalworking equipment, and plumbing parts and accessories from manufacturers including Makita, Milwaukee, Bosch, Jet, Festool, Dewalt, Freud, Baileigh, Edwards, Powermatic, Delta, Interstate Pneumatics, Klein Tools, Big Horn, Thrifco Plumbing, Stabila, and Superior Parts. The platform offers discount tiers of 5% and 10%, promotional discounts up to 70%, and free shipping on thousands of items, with product pricing ranging from approximately $7.85 to over $38,000 for industrial ironworkers.
Is American General Tool Group a public or private company?
American General Tool Group is a private company. It is classified as unknown and is currently operating.
When was American General Tool Group founded?
American General Tool Group was founded in 2014. It employs 11 to 50 people.
Where is American General Tool Group based?
American General Tool Group is headquartered in Vista, United States, in the North America region.
How does American General Tool Group make money?
One revenue line is on record: product Sales (B2C/B2B E-commerce).
Who are American General Tool Group's main competitors?
Emerging players on record are Toolpartspro.com and H Valley Tools. Broad incumbents are Amazon (Tools & Home Improvement), Lowe's and Northern Tool + Equipment. Direct peers are Tool Nut, Ohio Power Tool, CPO Outlets and Acme Tools. Home Depot (The Home Depot) is listed as a peer.
Does American General Tool Group have an API?
No public API is recorded for American General Tool Group.
What industry is American General Tool Group in?
American General Tool Group's product category is Power Tool Distribution & Retail. Its primary akta.pro industry code is CRAIADAB, Tools & Tool Accessories Retail (Hand, Power, Pneumatic), with a secondary code of CRAIAIAE, Outdoor Power Equipment Parts & Service Retail. Its NAICS code is 423810 and its SIC code is 5070.