Craftsman & Harley-Davidson Team For Special Edition Products

Craftsman Harley  frontAmerica’s garages just got a lot cooler. Two American icons — Sears Private Brand Craftsman and Harley-Davidson— have teamed to produce co-branded, special-edition tool storage products available now in Sears stores and online. As part of the innovative collaboration, the Craftsman brand becomes the official hand and power tool sponsor of the Harley-Davidson 110th Anniversary Celebration.

“Working with Harley-Davidson is a natural association for the Craftsman brand,” said Michael Castleman, president, Kenmore, Craftsman and DieHard and senior vice president, Sears Holdings.  “With similar roots steeped in the heart of the American garage, we share the passion for the ingenuity and freedom that drive our customers. Together, we are leveraging marketing, community and product assets to broaden the reach of our great brands, including outreach to both the Craftsman Club and Harley Owners Group.”CRAFTSMAN HARLEY-DAVIDSON TOOL STORAGE PRODUCTS

Three special-edition Craftsman/Harley-Davidson co-branded tool storage units are available now, in advance of Father’s Day, for purchase exclusively at Craftsman.com, Sears.com and at Sears stores nationwide, including Sears full-line stores, Sears Hometown Stores and Sears Hardware Stores. To further celebrate this initiative, Craftsman Club, will offer special pricing to Members on each co-branded item sold through Craftsman.com and Sears beginning in May.  All units feature a black frame, official Harley-Davidson “vintage orange” drawer fronts and official Harley-Davidson decaling, including the Harley-Davidson bar and shield.

  • Three-Drawer Portable Tool Storage Chest (Model #38081):  Easily transport this everyday chest from one site to another. Includes all-steel construction with full-extension drawers and heavy-duty drawbolt latches.  Retails for $79.99.
  • Nine-Drawer Heavy-Duty Combo (Model #37963/#37964):  A must-have for any enthusiast. Features a five-drawer top chest and four-drawer rolling cabinet. Both pieces feature the new smooth and precise Craftsman® DynaGlide™ ball bearing drawer system that holds up to 75 lbs. per drawer. The rolling cabinet features the durable, Craftsman I-Frame construction and stylized 4.5 in. X 1.5 in. casters. Together, this combo will hold up to 650 lbs. Retails for $699.98.
  • 18-Drawer Heavy-Duty Combo (Model #38708/#38709): Can hold even the largest of tool collections.  This 40-inch unit features a seven-drawer top chest and 11-drawer rolling cabinet. Both pieces feature the new smooth and precise Craftsman® DynaGlide™ ball bearing drawer system that holds up to 75 lbs. per drawer. The rolling cabinet features the durable, Craftsman I-Frame construction and stylized 5 in. x 2 in. casters. Together, this combo will hold up to 1,000 lbs. Retails for $1,399.98.

In mid-summer, the Craftsman brand and Harley-Davidson will launch other versions of these items to be available exclusively at Harley-Davidson dealers nationwide. The dealer-exclusive assortment of three, four and five-drawer products will feature an all-black design with official Harley-Davidson “Dark Custom” decaling and a load rating of 1,000 lbs.

“Strategically, the Craftsman brand is a perfect fit for Harley-Davidson,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer of Harley-Davidson Motor Company. “When it comes to working on Harley-Davidson motorcycles, our riders crave only the best. That’s why the Craftsman brand is now the official hand and power tool sponsor of the Harley-Davidson 110th Anniversary and beyond.”

Craftsman tools will be part of special commemorative anniversary events throughout the summer and fall, including the Sturgis Motorcycle Rally and at festivities in Milwaukee on Labor Day weekend. For a full list of anniversary events, visit Harley-Davidson.com/110.CRAFTSMAN HARLEY-DAVIDSON TOOL STORAGE PRODUCTS



Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous articleMagnacca Begins the Brand Revolution at Radio Shack – Q1 2013 Earnings Call
Next articlePB CAREERS: Supervalu – Sr. Merchandiser, Grocery/Frozen/Dairy Private Brands
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.