Stanley and Stanley FatMax to be sold exclusively at Home Depot

Finance Guy · Oct 25, 2018

STANLEY announces today that The Home Depot will now be the exclusive home improvement retailer for its STANLEY hand tools and storage product portfolio, both in store and online, beginning in 2019. In addition, The Home Depot will also garner exclusivity across the STANLEY FATMAX product line, the world's leading tape measure brand known for innovation and durability. With a 175-year history in designing and manufacturing the most reliable tools for all users, the STANLEY brand, including STANLEY FATMAX, is now entering into one of the largest exclusivity partnerships in the tools and storage industry.

"This partnership with The Home Depot represents an exciting alignment that provides both pro and DIY consumers with unparalleled access to the world-class STANLEY and STANLEY FATMAX portfolios," said Jeff Ansell, executive vice president and president of global tools & storage for Stanley Black & Decker. "Joining the existing exclusivities of DEWALT FLEXVOLT cordless tools and DEWALT hand tools, the addition of STANLEY and STANLEY FATMAX enhances the robust offering of our brands to the loyal Home Depot customer."

B_Bimmer · Oct 25, 2018

Weird, so since wal-mart isn't a home improvement retailer will they still be there or will that be all craftsman...

Fedwrench · Oct 25, 2018

I guess all of that Stanley **** at my local lowes will be going away until it comes back as craftsman then. :lol:

Fixed · Oct 25, 2018

Huh, that seems weird, when Stanley owns Dewalt, and that's the only pro grade tool brand that Lowes sells, at least up here in Canada.

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Fedwrench · Oct 25, 2018

The other thing that's weird about this is that Home Depot carries a lot of Milwaukee hand tools :dunno:

WWheeler · Oct 25, 2018

So, if I'm reading this right, the only difference by this announced agreement is that you won't be able to buy Stanley or FatMax at Lowes any more, where they will be selling the Craftsman versions instead.

Fixed · Oct 25, 2018

I've started buying my tapes on Amazon anyway... They're roughly half the price of buying in-store, at least in my area.

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Matt XYZ · Oct 25, 2018

Interesting. Stanley Fatmax is carried by OBI, the German equivalent of Home Depot, over here. It's also carried by AAFES. I wonder if the availability will change in Europe or if this is a US only change. I haven't seen much if any Dewalt in the box stores in Germany and although not 100% sure, I think the european Stanley Fatmax power tools are relabeled Dewalt.

snickers muncher · Oct 25, 2018

How does limiting the number of retailers provide "unparalleled access?"

IMStuner · Oct 25, 2018

Sight..... I guess i'll have to start buying more tools on Amazon.

winlinmac · Oct 25, 2018

No wonder I've never seen Flexvolt at Lowes

Professional Tool User · Oct 25, 2018

Fedwrench said:
I guess all of that Stanley **** at my local lowes will be going away until it comes back as craftsman then.

Yup. Stanley has too many brands on it's hands.

zendriver · Oct 25, 2018

They can have the Fatmax.

The waterproof LED spotlight was DOA. Stanley just slapped name on POS.

HazetMatt · Oct 25, 2018

If only they carried Proto instead I might actually buy tools in a store instead of online.

WittHay · Oct 26, 2018

Fixed said:
Huh, that seems weird, when Stanley owns Dewalt, and that's the only pro grade tool brand that Lowes sells, at least up here in Canada.

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i doubt that agreement applys to Canada. Lowes is actually a fairly low volume tool seller up here and Home Depot is medium. Stanley and DeWalt will always be sold at Canadian Tire which is not a home improvement store. I doubt Rona, Home Hardware and Timbermart will stop selling Stanley and Stanley Fatmax.

Flexvolt is sold at Home Depot, Napa, Timbermart and independent tool stores like KMS all with in 2 miles of each other.

Every chain has a different combination of Stanley stuff, Napa has DeWalt and Irwin. Home Depot has DeWalt and Stanley. Canadian Tire, Timbermart, Home Hardware have DeWalt, Stanley and Irwin. Princess Auto has just Irwin. Lowes, Rona and Ace Hardware now have Craftsman, DeWalt, Stanley and Irwin.

Totally different in the US where there seems be a limited number of tool stores. Which makes it simple, Stanley for Home Depot and Craftsman for Lowes

nmantas · Oct 26, 2018

HazetMatt said:
If only they carried Proto instead...

That would be a game changer.......for the most part Proto is the inexpensive truck/industrial brand with impeccable quality. If they could get the zoro prices (which are almost always 20% off with a code) locally my box would start swelling up with Proto tools. Sadly, most of the folks buying tools nowadays are not thinking long ball of having a legacy tool that will last a lifetime but instead are buying just for the next project/job and although Proto would only be double the price of Husky/Kobalt I'm afraid it would collect dust on the shelves.

The only hope is that they start making Craftsman in the Proto plants (when they switch to 85% USA production) and it will be a situation similar to SnapOn and Williams (USA) where some of the products are identical but the Williams doesn't have as nice of chrome polishing.

I don't mind buying online but having a local brick and mortar source would help me hide tool purchases from my wife.

Al Borland · Oct 26, 2018

So, is Stanley mad at Home Despot?

maksim · Oct 31, 2018

Al Borland said:
So, is Stanley mad at Home Despot?

?

They are all the same anyway... I think this just gives the two big box stores "exclusives"... but for the parent.. Stanley Black&Decker, it is all the same anyway...

Stanley Black & Decker is the parent company for:

DeWalt, Porter-Cable, Black & Decker, Stanley, Bostitch, and now Craftsman.

Craftsman for Lowes, Stanley for Home Depot.

The same parent company also has the more industrial brands Proto & Mac Tools

WWheeler · Oct 31, 2018

Al Borland said:
So, is Stanley mad at Home Despot?

I suspect it's more likely HD pitched a ***** to Stanley re: their Craftsman deal with Lowes than the other way around.

I wonder with this deal if we might soon be seeing FatMax branded tool boxes, ratchets, sockets, wrenches, yard tools, etc?

d.mcfarland · Oct 31, 2018

Seems like SB&D is trying to strong arm the competition from Lowes and Home Depot.

zendriver · Oct 31, 2018

I think at one time, if you wanted a "Camaro" you had to go to Chevrolet dealer, whereas if you wanted a "Firebird" Pontiac was your only option.

I seriously doubt that "tools" are the largest moneymaker for either Lowes or Home Depot, anyway.

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MarvinBerry · Oct 31, 2018

I wonder if this is less about either Depot vs Lowes as its possibly about Sears & giving them the boot.

I can't imagine that either team orange or team blue sell enough Stanley in a year to cover a months rent, but last time I was in a Sears they didnt even have craftsman branded measuring tapes. Was a whole lotta yellow in that place.

Stanley and Stanley FatMax to be sold exclusively at Home Depot

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