For generations of American tradespeople, the question of who owns Craftsman tools barely crossed their minds. The brand was synonymous with Sears, sold through its catalog and retail stores, and backed by a legendary lifetime warranty that made replacing a worn ratchet as simple as walking into the nearest Sears location. But the retail landscape does not stand still, and in 2017 one of the most significant tool brand acquisitions in history reshaped the industry. Stanley Black and Decker purchased Craftsman from the struggling Sears Holdings for approximately $900 million, instantly adding one of the most recognized names in American tools to a portfolio that already included DeWALT, Porter Cable, and Stanley. The acquisition marked the end of a nearly century-long relationship between Craftsman and Sears and opened a new chapter defined by expanded retail distribution, a vastly larger product catalog, and renewed investment in engineering. For anyone wondering how Stanley Black and Decker reshaped Craftsman tools for a new generation, the answer lies in the scale and strategy of that transition.
A Century of American Craftsmanship Changes Hands
Craftsman tools first appeared in 1927 when Sears introduced the brand to compete with established names like Snap-on and Proto. Over the following decades, the brand became a fixture in American garages, workshops, and construction sites. The combination of affordable pricing, broad availability through Sears stores and catalogs, and the famous unconditional hand tool warranty created fierce customer loyalty.
By the early 2010s, Sears was in serious financial trouble. Declining foot traffic, underinvestment in stores, and competition from Home Depot and Lowe’s pushed the retailer toward bankruptcy. In 2017, facing mounting debts, Sears agreed to sell Craftsman to Stanley Black and Decker. The deal included an upfront payment of $525 million in cash, with additional earn-out payments tied to sales performance over several years. The transaction would determine how Craftsman tools would find their place in modern construction and job site applications under a corporate owner with decades of experience in tool manufacturing.
- Purchase price: $900 million total, including performance-based earn-outs
- Year of acquisition: 2017, finalized in the first quarter
- Buyer: Stanley Black and Decker, owner of DeWALT, Porter Cable, Bostitch, and Stanley
- Previous owner: Sears Holdings, which had owned the brand since 1927
- Transition license: Sears retained a limited license to continue selling Craftsman tools for a transition period
The sale was not merely a financial transaction. It represented a fundamental shift in how the brand would be managed and marketed. Under Sears, Craftsman had suffered from years of stagnation and limited distribution. Stanley Black and Decker brought manufacturing scale, supply chain expertise, and a sophisticated understanding of the professional tool market that Sears had long lost.
The Product Lineup Under New Ownership
In September 2018, Stanley Black and Decker introduced 1,200 new Craftsman tools at once. The sheer volume of the release signaled that the new ownership was investing heavily in expanding every major category, from hand tools and power tools to outdoor power equipment and storage solutions.
The power tool lineup received the most dramatic overhaul. Sears-era Craftsman power tools used a 19.2-volt battery platform that was increasingly outdated compared to the 18-volt and 20-volt systems offered by DeWalt, Milwaukee, and Makita. The new ownership introduced the V20 platform, a 20-volt max system that brought Craftsman into line with industry standards. Over 100 cordless, pneumatic, and corded tools launched on this platform, including drills, impact drivers, oscillating multi-tools, circular saws, jigsaws, and sliding miter saws. For collectors tracking the brand transition, the Toolguyd Cleanup Giveaway featuring Craftsman C3 and Nextec cordless power tools offered an early glimpse of the shift between the old and new battery systems.
| Tool Category | Sears Era (Pre-2017) | Stanley Black and Decker Era (2018+) |
|---|---|---|
| Battery Platform | 19.2V C3 / Nextec | V20 (20V max), 40V, 60V |
| Cordless Tools Offered | About 30 models | Over 100 models |
| Outdoor Power Equipment | Limited gas mowers only | Full gas and battery lineup |
| Mechanics Tool Sets | Classic chrome sets | Gunmetal chrome, 120-tooth ratchets |
| Storage Solutions | Basic roller cabinets | VERSATRACK system, expanded chest combos |
| Primary Retail Channel | Sears exclusive | Lowe’s, Amazon, Ace Hardware, more |
Target Markets and Retail Distribution
One of the most significant changes under Stanley Black and Decker ownership was the repositioning of Craftsman’s target customer. Sears had marketed Craftsman broadly to anyone walking through its doors. The new ownership took a more deliberate approach, positioning Craftsman as an entry-level professional and DIY enthusiast brand. This placed it between Black and Decker (consumer) and DeWALT (professional) within the corporate portfolio.
The target customers identified in the relaunch included homeowners tackling weekend projects, home builders needing reliable tools without premium pricing, auto enthusiasts maintaining their vehicles, and master mechanics looking for cost-effective alternatives. This positioning gave Craftsman a clear lane in the market while avoiding cannibalization of other Stanley Black and Decker brands. The full strategy behind this brand hierarchy is detailed in the account of how Stanley Black and Decker transformed Craftsman tools after the historic acquisition.
Retail distribution expanded dramatically. Where Sears was once the only place to buy new Craftsman tools, Lowe’s became the primary launch partner, building large dedicated displays in stores nationwide. Ace Hardware, Amazon, and other retailers also picked up the line, making Craftsman far more accessible than it had been in the final Sears years. This put Craftsman in direct competition with Ryobi, Home Depot’s exclusive entry-level power tool brand that had dominated the DIY market for years.
Warranty Protection for Longtime Customers
When news of the sale first broke, one of the most pressing questions from loyal Craftsman customers concerned the brand’s legendary warranty. For decades, Craftsman hand tools carried a full lifetime warranty with no receipt required. If a ratchet broke or a screwdriver tip snapped, you walked into any Sears store and walked out with a replacement. The warranty was a core part of the brand identity and a primary reason tradespeople stayed loyal.
Stanley Black and Decker moved quickly to reassure customers. The new Craftsman website confirmed that all existing warranties would be honored, with no immediate changes to how claims would be serviced. For new products, Craftsman continued offering a full lifetime warranty on hand tools and mechanics tool sets with a hassle-free replacement policy. Customers who had invested in the brand over the years did not lose the protection they counted on. This continuity of service reflects the kind of lasting quality valued in traditional building methods, much like the approach seen in mountain modern architecture blending Craftsman tradition with steep site home design, where enduring quality remains the central concern.
The transition did create some short-term friction. As Sears stores closed across the country, customers who relied on walk-in warranty exchanges had to shift to mail-in service or visit participating Lowe’s locations. Over time the network of authorized service points expanded, but the early years required patience from longtime users.
The V20 Platform and Future Direction
The introduction of the V20 battery platform marked the most visible technical shift in the product line. Sears-era Craftsman power tools operated on a 19.2-volt system with proprietary batteries and limited availability. By migrating to a 20-volt max platform, Stanley Black and Decker aligned Craftsman with the dominant industry standard used by most competitors.
The new platform brought immediate benefits. Battery life improved thanks to brushless motor technology now standard across the lineup. Charging times decreased. The tools themselves felt more refined, benefiting from engineering practices developed across the broader Stanley Black and Decker organization. Some observers noted that the new V20 Brushless Drill and Driver resembled earlier DeWalt models, which many interpreted as a deliberate transfer of proven technology to Craftsman at a more accessible price point. Detailed reviews of the latest hand tool collections, such as the Craftsman Hand Tools Set Review published by Bob Vila, confirmed that the core durability that made the brand famous remained intact.
- V20 Cordless System replaced the 19.2V C3 platform with modern brushless technology and longer run times
- 40V and 60V Outdoor Equipment introduced battery-powered mowers, trimmers, blowers, and chainsaws
- VERSATRACK System launched a modular wall organization system compatible with many new tools
- Gunmetal Chrome Finish on mechanics tools refreshed the look while keeping the lifetime warranty
- 120-Tooth Ratchets delivered finer action and reduced swing arc in tight workspaces
The outdoor power equipment category represented one of the largest expansion areas. Craftsman added a full range of battery-powered tools at 20 volts, 40 volts, and 60 volts, comparable to the tiered voltage strategy used by DeWalt. Gas-powered offerings continued with push mowers, riding mowers, chainsaws, and pressure washers, many using Briggs and Stratton engines. The evolution of the brand reflects broader trends in tool design and home building, much like the principles explored in modern Craftsman mountains and mountain modern architecture design in Asheville, where traditional forms adapt to contemporary needs without losing their essential character.
Conclusion: A New Chapter for an American Icon
The question of who owns Craftsman tools has a clear answer today. Stanley Black and Decker holds the brand and has invested hundreds of millions of dollars in revitalizing it. The acquisition saved Craftsman from the decline of its former parent company and gave it the resources, distribution, and engineering capability to compete in the modern market. More retailers carry the brand than at any point in its history. The product catalog is larger and more technologically advanced. The warranty, while administered differently, still protects the tools that tradespeople and homeowners rely on.
Every major brand transition involves adjustments and compromises. Some longtime users miss the convenience of walking into a Sears for warranty exchanges. Others question whether shared engineering with other Stanley Black and Decker brands dilutes what made Craftsman distinct. But for the vast majority of tool users, the brand that their fathers and grandfathers used is still alive, still red, still backed by a lifetime warranty, and now available in more places than ever. The spirit of craftsmanship that defined the brand for nearly a century continues in the hands of the people who use these tools every day, much like the painstaking work described in the art of historic window restoration techniques, tools, and craftsmanship, where the right tool in skilled hands makes all the difference.