The average Craftsman user wasn't looking for MAC or Snap on. They were looking for pennies on the piece pricing on sale and that lifetime warranty.
Additionally, everyone blames Sears Corporate for its woes, and I'm sure they own many of the problems but, you have to wonder that with Apex/Bain Capital shuttering the Armstrong factories that used to churn out thousands of Craftsman tools, if they didn't do more to kill US made Craftsman than sears itself.
I agree with you on that, sears very well could have had some type of dispute with suppliers, and had to reposition themselves. Sears being a public company though, I feel as though information like that would have been made public and disclosed
I still feel as though sears could have gone the complete opposite direction they did with cman. What I was trying to say is that as cman grew, they could have made the craftsman brand into something that your average snapon or mac tool user would consider reaching for. I for one, would have spent a lot of money at a retailer with the brick and mortar infrastructure that sears had, but offered mac or SO level tools. I would have payed a premium for that, probably still would. They could have even had craftsman tool trucks and used the sears infrastructure as distribution centers and retail centers. Buy from the truck or store, warranty at the truck or store, have most tools in stock or nearby at all times, amazon prime wouldn't even be able to get it in your hands any faster. I'm just saying, itll never happen, not even with stanley or lowes.
Hell, they didnt even need to do that. They could have just dropped their suppliers, launched their own manufacturing plant, improved on their US made craftsman brand, sold it in stores, and just rebranded their tools for matco or something. Even that probably would have kept sears alive.
I feel as though with how cman was back then, they could have easily raised the capital through bonds or loans and would have had everything well established by now. The quality of cman back then was lightyears ahead what we've known for the last 10 years. At one point, cman was taking a step in the right direction and blew it
No use in dreaming though, that ship has sailed and craftsman was on board.