What UnionTools does

UnionTools is a U.S. garden, lawn, and agricultural hand tool brand with 115+ years of continuous operation, originally founded in Columbus, Ohio in 1907. The brand is currently housed within The AMES Companies, a diversified parent conglomerate that also owns AMES, Razor-Back Professional Tools, True Temper, Jackson Professional Tools, Harper, ClosetMaid, and Southern Patio. UnionTools' product portfolio consists of long-handle tools (shovels, rakes, cultivators, hoes, forks), wheeled equipment (wheelbarrows and carts), and seasonal snow and ice tools, with featured products emphasizing fiberglass handles and aluminum or steel construction for durability in demanding outdoor work.

The company operates a direct-to-consumer and retail distribution model. Products are sold through the Home by AMES e-commerce storefront (homebyames.com), which is shared across the AMES brand portfolio, and through physical retail and home improvement store chains across the United States. Customer service is supported via a 1-800 number with weekday hours. The customer base spans three primary segments: farmers and agricultural workers (the primary persona, reflective of the brand's agricultural heritage), home gardeners and landscaping professionals, and residential homeowners performing lawn and outdoor maintenance. Marketing is conducted through content (the Inspire blog), email newsletter, and shared digital advertising within the AMES marketing infrastructure.

UnionTools generates revenue through one-time hardware sales of physical tools, with no subscription, SaaS, or recurring revenue model. Pricing is not publicly disclosed on the brand site. The brand's value proposition rests on durability, reliability, and 115+ years of U.S. brand heritage, positioning against casual or disposable competitors. No moat beyond brand recognition, parent-portfolio distribution, and modest aggressive product merchandising (fiberglass-handle tools, aluminum tools) is evident from the source data. Notably, no patents, trademarks, certifications, M&A activity, leadership changes, or recent strategic moves are disclosed in the available data.

Name

UnionTools

Legal name

UnionTools

Website

https://uniontools.com

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

1–10 employees

Short description

UnionTools is a 115+ year-old American brand of lawn, garden, and agricultural hand tools (shovels, rakes, hoes, forks, wheelbarrows), operating as a sub-brand of The AMES Companies and serving farmers, gardeners, and homeowners across the U.S. through retail and e-commerce.

Ownership category

akta.pro rank

Product category

Lawn and Garden Tools

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Lawn and Garden Equipment and Supplies Retailers (4442), Agricultural Implement Manufacturing (33311)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Lawn and garden tools
• Long-handle tools
• Agricultural hand tools
• Wheelbarrows and carts
• Snow and ice tools

Headquarters

HQ city

Camp Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Hardware tool sales: UnionTools generates revenue through the sale of physical lawn, garden, and agricultural tools including shovels, rakes, hoes, forks, and wheelbarrows. Products are sold through one-time purchase transactions via e-commerce and retail distribution channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

UnionTools manufactures and sells long-handle lawn, garden, and agricultural hand tools including shovels, scoops, rakes, cultivators, hoes, forks, wheelbarrows, carts, and snow and ice tools. Products are designed for farmers, gardeners, and homeowners and are sold primarily through the Home by AMES e-commerce platform and through retail and home improvement store distribution across the United States.

Product overview

UnionTools is a brand of lawn and garden hand tools and wheelbarrows designed for residential, agricultural, and professional use. The product portfolio consists of long-handle tools (shovels, rakes, cultivators, hoes, forks), wheeled equipment (wheelbarrows and carts), and seasonal snow and ice tools. All products fall under the UnionTools sub-brand within The AMES Companies portfolio. The brand emphasizes durability and reliability for hard-working outdoor tasks, with tools featuring fiberglass handles and aluminum or steel construction.

Differentiator

Problem solved

Functional benefit

Products and services

• Shovels & Scoops Long-handle digging and scooping tools including transfer shovels designed for moving materials efficiently. Targeted at farmers, gardeners, and homeowners for outdoor material handling.
• Rakes Long-handle raking tools including garden rakes designed for gathering and spreading materials. Targeted at gardeners and homeowners for lawn and garden cleanup.
• Cultivators & Hoes Long-handle cultivation tools for breaking up soil and weeding in garden and landscape applications. Targeted at gardeners and landscaping professionals.
• Forks Long-handle fork tools including manure forks and bedding forks for lifting and moving bulk materials. Targeted at farmers and livestock operators for waste management and bedding handling.
• Wheelbarrows & Carts Single-wheel and multi-wheel material transport equipment for hauling soil, mulch, and construction materials. Targeted at farmers, gardeners, landscapers, and homeowners.
• Snow & Ice Tools Winter weather tools for snow and ice removal in outdoor residential and professional applications. Targeted at homeowners and professionals in regions with seasonal winter weather.
• Long Fiberglass Handle Transfer Shovel Heavy-duty transfer shovel with fiberglass handle designed for durability in demanding outdoor work. Targeted at farmers, landscapers, and homeowners.
• Aluminum Scoop, Size 12 with D-Grip Aluminum construction scoop with D-grip handle for material handling and snow removal. Targeted at homeowners and agricultural/professional users.
• 5-Tine Manure Fork With Fiberglass Handle Five-tine manure fork with fiberglass handle designed for livestock waste management and bedding handling. Targeted at farmers and livestock operators.
• Long Fiberglass Handle Garden Rake Garden rake with long fiberglass handle for gathering leaves, debris, and spreading materials. Targeted at gardeners and homeowners.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• True Temper: Sibling brand within The AMES Companies offering long-handle lawn and garden tools, including shovels, rakes, and snow tools. Direct category overlap with UnionTools and shared distribution through the same AMES retail and e-commerce channels.
• Razor-Back Professional Tools: Sibling brand within The AMES Companies focused on professional-grade long-handle digging and material handling tools. Overlaps with UnionTools in shovels, rakes, and heavy-use garden tools.
• AMES: Flagship brand within The AMES Companies portfolio offering lawn and garden tools, wheelbarrows, and snow tools. Directly comparable product mix and target customer as UnionTools, sold through the same parent distribution network.
• Corona Tools: U.S. manufacturer of professional and consumer-grade hand tools for lawn, garden, tree care, and agricultural applications. Comparable category overlap with UnionTools, particularly in long-handle cutting and digging tools.
• Bully Tools: U.S.-based manufacturer of heavy-duty fiberglass-handle shovels, rakes, and other long-handle tools. Direct product overlap with UnionTools and similar Made-in-USA positioning targeting professional and agricultural users.
• Seymour Midwest: U.S. manufacturer of long-handle tools, snow and ice tools, and agricultural implements. Direct category overlap with UnionTools across shovels, rakes, and seasonal tools, distributed through hardware and farm supply channels.
• Jackson Professional Tools: Sibling brand within The AMES Companies offering professional-grade shovels, rakes, and material handling tools. Direct product overlap and shared distribution with UnionTools.

Broad incumbents

• Fiskars: Large, publicly traded global tool and consumer brand company with deep presence in lawn and garden hand tools — shovels, rakes, pruners — sold through mass and home improvement retail. Comparable to UnionTools on product category and channel, with a much larger and more diversified portfolio.

Regional players

• Truper: Mexico-headquartered manufacturer and distributor of hand tools including long-handle garden and agricultural tools. Comparable product category to UnionTools, primarily serving North America and Latin America through retail and wholesale channels.
• Garant: Canadian manufacturer of winter, garden, and agricultural tools — including shovels, scoops, and snow tools — with strong Canadian retail presence. Comparable long-handle product mix to UnionTools, with geographic concentration in Canada.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 UnionTools