Craftsman has been a household name for generations, synonymous with reliable tools and dependable outdoor equipment. For many, the iconic red and white Craftsman lawn mower evokes memories of meticulously manicured lawns and the satisfaction of a job well done. But as with many long-standing brands, ownership can shift, leading to questions about the lineage of these familiar machines. This article delves into the history of Craftsman lawn mowers and the corporate entities that have guided their production and branding over the years, aiming to answer the burning question: who took over Craftsman lawn mowers?
A Legacy Forged in Steel: The Sears Era
For the vast majority of its existence, Craftsman was inextricably linked with Sears, Roebuck and Co. Founded in 1927, the Craftsman brand was initially a way for Sears to offer high-quality tools and hardware directly to consumers, bypassing traditional retail markups. This direct-to-consumer model, coupled with a commitment to quality and value, quickly cemented Craftsman’s reputation.
During the 20th century, Sears was a retail titan, and its Craftsman line became a cornerstone of its offering. Craftsman lawn mowers, from basic push mowers to more advanced riding tractors, were a ubiquitous sight in driveways and garages across America. The brand’s association with Sears meant that these mowers were readily accessible through Sears’ vast network of stores and its mail-order catalog.
The relationship was mutually beneficial. Sears provided a powerful platform for Craftsman to reach millions of customers, and Craftsman’s strong brand loyalty contributed significantly to Sears’ overall success. Many consumers relied on the Craftsman name for its perceived durability and the assurance of a readily available service network through Sears’ repair centers.
The Shifting Sands of Retail: A Changing Landscape
However, the retail landscape began to transform dramatically in the late 20th and early 21st centuries. The rise of big-box retailers, the proliferation of online shopping, and changing consumer habits presented significant challenges to traditional department stores like Sears. Sears, despite its iconic status, struggled to adapt to these seismic shifts.
As Sears’ financial fortunes began to decline, so too did the stability of its proprietary brands, including Craftsman. The company faced increasing competition and mounting debt, leading to store closures and a contraction of its retail footprint. This period marked the beginning of uncertainty for many Craftsman product lines, including the beloved lawn mowers.
The Entrance of Stanley Black & Decker: A New Chapter Begins
The turning point in the ownership of Craftsman came in 2017. In a landmark deal, Stanley Black & Decker acquired the Craftsman brand from Sears Holdings Corporation. This acquisition was a significant strategic move for Stanley Black & Decker, a global leader in tools and storage.
Stanley Black & Decker already boasted a robust portfolio of well-known tool brands, including DeWalt, Black+Decker, and Porter-Cable. The addition of Craftsman represented a substantial expansion of its consumer and professional tool offerings, particularly in the outdoor power equipment and home improvement sectors.
The rationale behind the acquisition was clear: Stanley Black & Decker saw immense value in the Craftsman brand’s heritage, customer loyalty, and established reputation. The company aimed to leverage its own manufacturing expertise, distribution channels, and innovation capabilities to revitalize the Craftsman brand and ensure its continued success.
Reshaping the Craftsman Identity: A Modern Approach
Following the acquisition, Stanley Black & Decker embarked on a mission to re-energize the Craftsman brand. This involved a multi-pronged approach, focusing on product innovation, expanding retail availability, and reinforcing the brand’s core values.
One of the most immediate changes was the diversification of retail channels. While Craftsman products continued to be available at select Sears locations for a time, the brand’s presence was significantly expanded. Craftsman lawn mowers and other outdoor power equipment began appearing in major retailers like Lowe’s, Ace Hardware, and through online channels. This broader accessibility was crucial for reconnecting with a new generation of consumers and regaining market share.
Stanley Black & Decker also invested in product development and innovation. Recognizing that consumer needs and technological advancements had evolved, the company introduced new lines of Craftsman lawn mowers, including battery-powered models, robotic mowers, and updated gasoline-powered tractors and zero-turn mowers. The focus was on delivering reliable performance, user-friendly features, and enhanced durability, all while maintaining the affordability that was a hallmark of the Craftsman brand.
The company also made efforts to modernize the Craftsman brand image. While respecting its rich history, Stanley Black & Decker sought to position Craftsman as a forward-thinking brand that could meet the demands of contemporary homeowners and landscaping professionals. This included updated branding, more contemporary product designs, and a stronger emphasis on digital engagement.
The Ongoing Evolution of Craftsman Lawn Mowers
The acquisition by Stanley Black & Decker marked a significant turning point, but the journey of Craftsman lawn mowers continues to evolve. The company remains committed to the Craftsman ethos of providing quality, value, and reliability.
Consumers can now find a wide array of Craftsman lawn mowers designed to meet various needs and budgets. This includes:
- Push Lawn Mowers: Ranging from basic, no-frills models for smaller yards to self-propelled options for easier maneuvering.
- Riding Lawn Mowers: Including rear-engine riding mowers and more powerful garden tractors suitable for larger properties.
- Zero-Turn Lawn Mowers: Offering enhanced maneuverability and speed for efficient lawn care on complex landscapes.
- Cordless Electric Lawn Mowers: Representing a significant area of growth and innovation, these mowers provide a quieter, more eco-friendly alternative to gasoline-powered models, often featuring advanced battery technology for extended runtimes.
- Robotic Lawn Mowers: The latest frontier in automated lawn care, offering hands-free maintenance for the ultimate convenience.
Stanley Black & Decker’s strategy involves not only manufacturing and marketing these products but also ensuring a robust support system. This includes readily available parts, service centers, and customer support to uphold the brand’s commitment to its users.
Understanding the Current Landscape
To summarize, the question of “Who took over Craftsman lawn mowers?” has a clear answer: Stanley Black & Decker. This acquisition in 2017 revitalized a storied brand that was facing challenges under its previous ownership. By combining Craftsman’s legacy with its own strengths in manufacturing, distribution, and innovation, Stanley Black & Decker has positioned Craftsman for a new era of growth and relevance in the outdoor power equipment market.
The Craftsman lawn mower you purchase today is a product of this strategic ownership, benefiting from the company’s global reach and commitment to modernizing a brand that has served American homeowners for nearly a century. While the iconic Craftsman name remains, the stewardship and direction have indeed shifted, ushering in a new chapter for this enduring symbol of American lawn care. The continuity of quality and the promise of future innovation are now under the guidance of Stanley Black & Decker, ensuring that the Craftsman legacy continues to thrive.
Who currently owns the Craftsman lawn mower brand?
The Craftsman lawn mower brand is currently owned by Stanley Black & Decker. This acquisition took place in March 2017, when Stanley Black & Decker purchased the Craftsman brand, along with the associated tools and other product lines, from Sears Holdings Corporation. The deal marked a significant shift for the iconic American brand, which had been synonymous with Sears for decades.
Stanley Black & Decker’s acquisition aimed to revitalize the Craftsman brand by investing in product innovation, expanding distribution channels beyond Sears, and improving customer experience. They have since introduced new lines of cordless electric mowers and other outdoor power equipment under the Craftsman banner, leveraging their expertise in tool manufacturing and retail.
When did Stanley Black & Decker acquire Craftsman?
Stanley Black & Decker officially completed its acquisition of the Craftsman brand from Sears Holdings Corporation in March 2017. The agreement was first announced in late 2016, and after regulatory approvals and the fulfillment of closing conditions, the transaction was finalized.
This acquisition represented a major strategic move for Stanley Black & Decker, allowing them to add a well-recognized and trusted brand with a long history in the consumer and professional markets to their portfolio. The intention was to leverage their existing strengths in manufacturing, marketing, and distribution to grow the Craftsman business.
Did Sears ever own Craftsman lawn mowers?
Yes, for the vast majority of its history, Craftsman lawn mowers and all other Craftsman-branded products were owned by Sears, Roebuck and Co. Sears introduced the Craftsman brand in 1927 and built it into one of America’s most recognizable and respected tool and equipment brands, primarily sold through its retail stores and catalog.
The relationship between Sears and Craftsman was deeply intertwined for nearly a century. However, as Sears faced financial difficulties and declining retail sales, the brand’s value and potential for growth became a point of discussion, ultimately leading to its sale to Stanley Black & Decker.
What was the previous ownership of Craftsman lawn mowers before Stanley Black & Decker?
Before being acquired by Stanley Black & Decker, the Craftsman brand, including its lawn mower lines, was owned by Sears Holdings Corporation. Sears had been the sole owner and primary distributor of Craftsman products for decades, making it a cornerstone of their business.
The sale of Craftsman was part of Sears’ broader strategy to divest assets and focus on its core retail operations. This transition marked the end of an era for the brand’s association with the struggling retail giant, paving the way for a new chapter under different leadership.
What is the relationship between Craftsman and Amazon?
Craftsman lawn mowers are now widely available for purchase on Amazon. While Amazon is not the owner of the Craftsman brand, it serves as a significant retail partner for Stanley Black & Decker. This partnership allows consumers to easily purchase Craftsman products online, expanding the brand’s reach beyond traditional brick-and-mortar stores.
Stanley Black & Decker has actively pursued an omnichannel strategy for Craftsman, ensuring availability across various retail channels, including major hardware stores, mass merchandisers, and online platforms like Amazon. This multi-channel approach aims to meet consumers where they prefer to shop.
What types of lawn mowers does Craftsman offer?
Craftsman offers a diverse range of lawn mowers to suit various needs and preferences. Their lineup includes traditional walk-behind gas mowers, often powered by reliable engines, and increasingly popular battery-powered or electric walk-behind mowers that offer a quieter and more environmentally friendly mowing experience.
In addition to walk-behind models, Craftsman also provides riding lawn mowers, such as lawn tractors and zero-turn mowers, designed for larger properties and greater cutting efficiency. They also offer specialized mowers like mulching mowers and self-propelled models to enhance convenience and turf health.
What is the future outlook for Craftsman lawn mowers under Stanley Black & Decker’s ownership?
The future outlook for Craftsman lawn mowers under Stanley Black & Decker is generally positive, with a focus on innovation and market expansion. Stanley Black & Decker has committed to investing in the brand, aiming to introduce new technologies, improve product quality, and enhance the customer experience across their diverse product portfolio.
Key areas of focus include the continued development of battery-powered outdoor power equipment, which aligns with growing consumer demand for electric alternatives. Furthermore, Stanley Black & Decker is working to broaden Craftsman’s distribution network, making their mowers more accessible to a wider consumer base, and strengthening the brand’s position in the competitive lawn care market.