Craftsman Now Available at More Than 2,000 Ace Hardware Stores

Craftsman HammerOakbrook, Illinois based hardware cooperative retailer Ace Hardware, announced this week that the iconic Sears Private Brand Craftsman is now available at more than 2,000 Ace stores nationwide.

The stores now offer a full line assortment of more than 650 Craftsman products, including hand tools, portable and bench top power tools, compressors, pneumatic tools, wet/dry vacs, tool storage, lawn and garden, outdoor power equipment items and garage door openers. However at Ace, Craftsman products are available in-store only and will not be available on the Ace website.

“The sheer number of stores that carry Craftsman products is a real testament to the brand’s strength and our retailers’ commitment to offering homeowners the best brands paired with the personal, knowledgeable and helpful service that they have come to expect when shopping at their neighborhood Ace Hardware store,” said John Surane, senior vice president, Marketing, Merchandising and Sales for Ace Hardware Corporation. “As is true of all our retailer programs, our independent retailers are able to select different sets to meet the needs of their communities and markets.”

“When we started the Craftsman brand relationship with Ace in 2010, we believed that Ace strongly complemented our existing offerings available in the market place,” said Michael Castleman, head of the Kenmore, Craftsman and DieHard business unit of Sears Holdings. “Expanding Craftsman to more Ace retail stores confirms that belief, shows the continued strength of the brand, and better serves the passion of the DIY community which is shared by Ace and the Craftsman brand.”

In conjunction with Craftsman products now being available at more Ace stores, Ace is launching a national marketing campaign to let consumers know that Ace is the neighborhood destination for Craftsman tools, garage, and lawn and garden items. The campaign will include national TV and radio advertising as part of the recently launched “Meet the Aces” campaign; a Father’s Day gift guide featuring Craftsman products; social media; digital advertising; emails to members of the Ace Rewards customer loyalty program and public relations initiatives.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.