Sears Introduces Craftsman Brand Paint, Resurrects Weatherbeater & Easy Living

craftsman paintWith home improvement projects on the rise due to a strong housing market1, Sears is bringing paint back to its stores with offerings for every use and every price point – providing convenience to its members, and making it the one-stop-shop for weekend warriors. The retailer is bringing trusted brands to the paint aisles – including Craftsman, Weatherbeater and Easy Living.

Paint offerings will be available in Sears home improvement sections, along with paint accessories, including everything needed to get the job done. Sears is dedicated to having a trained sales team in all paint stores to assist customers in finding the best product for their project.

Sears will be reintroducing paint in 23 stores across the country before rolling the offering out to all of its retail locations. Test markets include: Albany, N.Y., Glen Burnie, Md., Oak Brook, Ill., Aurora, Ill., Des Moines, Iowa, Westland, Mich., Sterling Heights, Mich., Novi, Mich., Livonia, Mich., Saginaw, Mich., Flint, Mich., Muncie, Ind., Altoona, Pa., Lansing, Mich., Louisville, Ky., Whitehall, Pa., Wilmington, Del., Moorestown, N.J., Pittsburgh, Pa., Greensburg, Pa., Waldorf, Md., St. Clairsville, Ohio., Niles, Ohio.

“After stepping away from the paint business in 2012, we are seeing the demand from our customers to bring it back. With updated paint mixing technology, and by enlisting dedicated and trained associates, we are confident the time is right to re-enter the category and fill a need for our members,” said Dean Schwartz, vice president of Tools, Lawn and Garden at Sears.

“This is an exciting moment as the Craftsman brand is entering the paint category for the first time. Earlier this year, our other flagship brands Kenmore and DieHard entered new categories with TVs and tires, respectively. The addition of paint as a Craftsman category is a testament to the strength of these brands as they continue to play a role in the fabric of the American lifestyle,” said Tom Park, president of Kenmore, Craftsman and DieHard brands.


  • The Craftsmanbrand has been a trusted name in tools for nearly 90 years, and is now expanding its product offering by entering the paint category. Featuring canned enamels and rust preventative aerosols, Craftsman paint is perfect for use directly on metal, porches, garage floors, etc.
  • Price range: $5.99 – $32.99


  • An exterior paint brand featuring fade, mold and mildew resistant properties, Weatherbeater is a trusted brand with a strong following of loyalists at Sears. Offered in more than 1,200 colors, it’s intended for use on front doors, siding, trim and shutters.
  • Price range: $13.99 – $33.99

Easy Living:

  • Intended for interior application, Easy Living paint comes in over 1,200 colors, and offers one coat coverage for quick and easy paint jobs. Perfect for busy households, Easy Living is washable, mold and mildew resistant, and offers ultra-cover stain blocker.
  • Price range: $2.49 – $28.99

The expansion of Craftsman into paint feels like a desperate over extension of the iconic tool brand into a semi-tangential category. – CD

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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.