What Kraft Tool Co does

Kraft Tool Co. is a privately held American manufacturer of professional hand tools for the construction trades, founded in 1981 and headquartered in Shawnee, Kansas. The company produces trowels, floats, edgers, groovers, levels, and related finishing tools for concrete, masonry, drywall, plaster, EIFS, asphalt, flooring, and tile applications, serving professional contractors across these segments. Its technology stack centers on proprietary materials and ergonomic design — most notably KO-20™ engineered material (patent pending) used in the Orange Thunder® product line, and patented handle technologies (ProForm® soft grip under US Patents 6,473,939 B1 and 6,821,468 B2; cork handle designs under US Patents D842678 and D854,395 S), alongside specialty magnesium (MAG-150™, Extru-Lite™) and composite (GatorLoy™) blade constructions.

The company operates a multi-brand platform strategy, retaining acquired heritage brands including W. Rose™ (masonry tools since 1798), Sands Level & Tool Co.® (since 1895), Sunset Line and Twine™ (since 1892), Superior Tile Cutter® (since 1938), Gator Tools™ (acquired 2008), and Hi-Craft® (value-priced tier), in addition to the core Kraft Tool Co.® brand. Revenue is generated through unit-priced hardware sales across a tiered pricing architecture spanning value (Hi-Craft), standard (Kraft Tool Co.), and premium (Elite Series Five Star™, W. Rose) segments, with individual products ranging from $8.70 replacement parts to $550 complete tool systems.

Distribution combines an authorized dealer and distributor network (primary channel), direct e-commerce through krafttool.com, and a dedicated International Sales Department for cross-border orders. Marketing relies on a print/digital catalog, the company website, and organic social media presence on Facebook, Twitter/X, Instagram, and YouTube. The company manufactures domestically in the United States and holds four granted US patents plus one patent pending, with no disclosed funding rounds, parent company, or public market affiliation.

Name

Kraft Tool Co

Legal name

Kraft Tool Co

Website

https://krafttool.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Kraft Tool Co. is a privately held US manufacturer of professional construction hand tools, serving concrete, masonry, drywall, plaster, and tile contractors with a multi-brand portfolio spanning heritage brands since 1798 and proprietary materials technology.

Ownership category

akta.pro rank

Product category

Professional Construction Hand Tools

NAICS

Cutlery and Handtool Manufacturing (3322)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Tools & Tool Accessories Retail (Hand, Power, Pneumatic) (CRAIADAB)

Keywords

• Concrete finishing tools
• Masonry hand tools
• Trowel manufacturing
• Construction hand tools
• Professional tile tools

Headquarters

HQ city

Shawnee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Tool Sales: Kraft Tool Co generates revenue through the manufacture and sale of professional construction tools. Products are sold as one-time purchases with no recurring revenue model. The company sells directly to contractors, masons, and construction professionals through their distributor network and direct sales channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Kraft Tool Co. manufactures and sells professional construction hand tools — including trowels, hand floats, bull floats, edgers, groovers, levels, masonry tools, drywall tools, plaster tools, asphalt tools, flooring tools, and tile cutting equipment — for concrete, masonry, drywall, plaster, asphalt, flooring, and tile trade professionals. The company operates multiple sub-brands (W. Rose™, Sands Level & Tool Co.®, Gator Tools™, Superior Tile Cutter®, Hi-Craft®, Sunset Line and Twine™) covering premium, standard, and value-priced segments, with proprietary KO-20™ engineered material technology in the Orange Thunder® product line.

Product overview

Kraft Tool Co.® is a manufacturer of professional construction hand tools, organized as a platform of multiple sub-brands serving the concrete, masonry, drywall, plaster, flooring, tile, and general construction industries. The core Kraft Tool Co.® brand provides trowels, floats, edgers, and finishing tools, while subsidiary brands extend specific capabilities: W. Rose™ (established 1798) focuses on premium masonry tools; Gator Tools™ offers concrete floats and paving equipment; Sands Level & Tool Co.® (since 1895) provides levels and measuring tools; Superior Tile Cutter® (since 1938) supplies tile cutting tools; Hi-Craft® offers value-priced alternatives; and Sunset Line and Twine™ (since 1892) produces fishing lines. The product portfolio includes over 15 major product categories spanning concrete tools (trowels, floats, edgers, groovers, fresnos), masonry tools, drywall tools, plaster tools, levels, asphalt tools, flooring tools, tile tools, and general contractor equipment. Innovation lines include Orange Thunder® products featuring proprietary KO-20™ engineered material technology and the Elite Series Five Star™ premium product line. Manufacturing occurs at the company's Shawnee, Kansas headquarters since 1981.

Differentiator

Problem solved

Functional benefit

Brands

• W. Rose™ Masonry Products: Premium masonry trowels and tools established in 1798
• Sands Level & Tool Co.®
• Sunset Line and Twine™
• Superior Tile Cutter®, Inc.
• Gator Tools™
• Hi-Craft®
• Elite Series Five Star™
• KO-20™ Engineered Material
• Orange Thunder®
• MAG-150™
• ProForm®
• EZY-Tilt®
• EZY-Motion
• EZY-Tote™
• Gold Standard™
• GatorLoy™
• Diamond XX™
• EZ-Kneeler™
• Quick Clasp Float Case™
• EZY-Grip
• Fortex®
• Weigh-Lite®
• Cali Gold™
• Neptune Line
• Amnesia Fishing Line

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Authorized Dealers and DistributorscoreChannel Partner/ Reseller/ DistributorKraft Tool Co distributes products through an authorized network of dealers and distributors. The company provides a 'Become a Distributor' option on their website, indicating an active program for adding new distribution partners. Distributors receive access to the full product catalog including Kraft Tool Co.® brand and subsidiary brands (W. Rose™, Gator Tools™, Hi-Craft®, Superior Tile Cutter®, Sands Level & Tool Co.®, Sunset Line and Twine™).

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Husqvarna Group: Husqvarna's Construction division manufactures professional concrete and masonry equipment, including power trowels, scarifiers, and surface preparation tools. It competes with Kraft Tool in the concrete finishing category through a broader equipment-focused portfolio.
• Milwaukee Tool: Milwaukee Tool is a leading professional power and hand tool manufacturer serving contractors and tradespeople. While dominated by power tools, its hand tool offerings (including levels, trowels, and layout tools) compete in overlapping categories with Kraft Tool's professional offerings.
• Stanley Black & Decker: Stanley Black & Decker owns multiple professional and consumer tool brands (Stanley, DeWalt, Craftsman) including hand tools, levels, and measuring instruments. Its broad portfolio overlaps with Kraft Tool's masonry, level, and contractor hand tool categories, though at much larger scale.
• Hilti: Hilti is a global broad-line manufacturer of professional construction tools and fastening systems, including hand tools, power tools, and consumables. While primarily power-tool focused, it overlaps with Kraft Tool's professional contractor customer base and offers adjacent construction tool categories.

Direct peers

• Marshalltown Company: Marshalltown is a US-based manufacturer of masonry, concrete, and drywall hand tools, including trowels, floats, and finishing tools. It is one of Kraft Tool's most direct competitors in the professional masonry and concrete finishing trades, with comparable product lines and similar channel distribution through dealers and distributors.
• Bon Tool Co. Bon Tool manufactures and distributes professional construction hand tools, including trowels, levels, and masonry tools. It serves the same contractor and mason customer base as Kraft Tool, with significant overlap in product categories and dealer-based distribution.
• OX Tools: OX Tools is a global manufacturer of professional construction hand tools, including trowels, levels, and concrete finishing tools. It serves the same professional mason and concrete contractor customer base as Kraft Tool with comparable product offerings.
• Spear & Jackson: Spear & Jackson is a UK-based manufacturer of hand tools with deep heritage in masonry, bricklaying, and construction trowels. Comparable to Kraft Tool through its long-standing masonry tool heritage and professional contractor customer base.
• Goldblatt Tools: Goldblatt (now part of Empire Level / Bosch-owned portfolio) is a long-established manufacturer of masonry and concrete finishing tools, including trowels, floats, and edgers. It competes head-to-head with Kraft Tool in the professional masonry trade and shares a similar specialty-niche positioning.
• Empire Level: Empire Level manufactures levels, squares, and measuring tools serving professional contractors, with particular strength in the masonry and concrete trades. It directly competes with Kraft Tool's Sands Level & Tool Co.® sub-brand in measuring and leveling categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KraftTool
• YouTubeyoutube.com/user/KraftToolCo
• Facebookfacebook.com/KraftToolCo
• Instagraminstagram.com/krafttoolco
• LinkedInlinkedin.com/company/kraft-tool-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

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 Kraft Tool Co