They started out years ago selling specialty tools for batteries. Then they branched out. The extendable ratchets and ratcheting wrenches used to be supplied by a Taiwan company named Kabo. Excellent quality stuff. However, lately, say after the introduction of the long quarter stick, last year or so, I think ez red switched suppliers as quality and designs changed. The kiwi pliers are ok but, the jaws are on the thick side for long nose pliers.
They have some nice items.