Will Black & Decker Buy Craftsman?


craftsmanBeleaguered retailer, Sears sale of its iconic private brand Craftsman has not surprisingly attracted bidders including Stanley Black & Decker Inc., Hong Kong’s Techtronic Industries Co., U.S.-based Apex Tool Group and Sweden’s Husqvarna AB according to a report from Bloomberg. Final bids, with expected bids close to $2 billion, are due at the end of the month.

It is little surprise that this collection of tool companies is in the mix. I can only wonder if the biggest opportunity for Craftsman, Kenmore and Diehard is actually at Walmart or Lowe’s. Bot retailers would gain significantly by injecting the brand into their offerings. Walmart could leverage it to take significant share in tools and appliances by exploding the brands to store-within-a-store in all of their doors. This could be one of a very few opportunities for Walmart to drastically grow sales and share.

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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.