Icon Tool Storage Has Huge Price Drop

[will335i]

I read this forum almost every day and I've never seen a member owned Icon tool box in here. Never. Considering the love for Harbor Freight in here, I think that says a lot. They aren't even reaching their own loyal base with them.

Which leads me back to my prior contention that the tool boxes are simply a prop. A marketing ploy to sell ratchets, wrenches and sockets that are often reported in here to be pretty middle of the import tool road a very limited line.

I'm not bashing them because I'm not a customer and try not to grade tools I've never used. More an outside observation. Glamorizing low price/often questionable grade tools is straight out of their own playbook. Those flashy, huge, copycat tool chests in the promo ads and in the aisles are a great way to overglamorize an oft reported middle of the road line of tools.

American marketing, much like a lot of other things American, are often nothing more than a façade. We are spoiled rotten and gullible.

It's not like the ICON line has been out that long so its not super surprising that you haven't seen anyone here with one. That time also coincides with a global economic crisis, i.e. not a great time to sell new extravagant items. It's very possible that boxes have been ordered and they just haven't been received yet since supply chains have been absolutely decimated because of the pandemic. Another possibility is that those of us that shop at HF know they often offer coupons and sales and are just waiting for the right time to buy.

Any responsible business will have done market research before making a large investment on a new product line. HF marketing team obviously saw a market for the ICON line and you better believe they have access to a lot more data than we on this forum do.

With the stories of predatory financing from some snap on dealers or the hassle of trying to warranty out tools at the big box stores it's not hard to see there was a desire for an alternative. The timing of the rollout was definitely unfortunate and I think we might see the prices of the boxes drop even more. I would probably be a buyer of a box if they get within a couple hundred of the US General boxes because the integrated power would be of great value to me for storing all my power tools.

 

[WittHay]

Small local businessmen orders in US made tool boxes. Mechanics/business owners of all ages buy those US made tool boxes in the last few months

Some US company orders in a bunch of China boxes and now cant sell them. Thats nice. Seems to me a combination of greed and very bad timing. Lots of money still around but not being spent on expensive Chinese products when there are North American made alternatives

 

[Fedwrench]

Small local businessmen orders in US made tool boxes. Mechanics/business owners of all ages buy those US made tool boxes in the last few months

Some US company orders in a bunch of China boxes and now cant sell them. Thats nice. Seems to me a combination of greed and very bad timing. Lots of money still around but not being spent on expensive Chinese products when there are North American made alternatives

Those 100th anniversary Snap on boxes are looking good but, there's something i like about the MATCO revel box though

I don't need another box. I'd like a bigger cart but, I keep looking at the new Tekton boxes.

The Icon boxes are still an enigma to me.

 

[dsimatt]

Small local businessmen orders in US made tool boxes. Mechanics/business owners of all ages buy those US made tool boxes in the last few months

Some US company orders in a bunch of China boxes and now cant sell them. Thats nice. Seems to me a combination of greed and very bad timing. Lots of money still around but not being spent on expensive Chinese products when there are North American made alternatives

They all look pretty happy for being forced at gun point to ruin their financial futures.

 

[The Fall]

I read this forum almost every day and I've never seen a member owned Icon tool box in here. Never. Considering the love for Harbor Freight in here, I think that says a lot. They aren't even reaching their own loyal base with them.

Which leads me back to my prior contention that the tool boxes are simply a prop. A marketing ploy to sell ratchets, wrenches and sockets that are often reported in here to be pretty middle of the import tool road a very limited line.

I'm not bashing them because I'm not a customer and try not to grade tools I've never used. More an outside observation. Glamorizing low price/often questionable grade tools is straight out of their own playbook. Those flashy, huge, copycat tool chests in the promo ads and in the aisles are a great way to overglamorize an oft reported middle of the road line of tools.

American marketing, much like a lot of other things American, are often nothing more than a façade. We are spoiled rotten and gullible.

Unless you were in that board meeting, you have no idea what HF was trying to do with this tool line. It could've just as easily been a ploy at conquering another demographic -- pro users, sick of out-of-control pricing at usury, credit card-like interest rates from the trucks.

As someone with an advanced degree in mass comm and an understanding of Bernays' work, what was true in the New Deal era is no longer valid. We're still gullible, but spoiled rotten? Nah. We're entering into a whole new level of screwed.

SEARS! Where are you? Goddamn decent American-made tools at reasonable prices! Revive the patient!

 

[zktk01]

I have a friend that just got his garage he told me he was going to buy a whole set of Icon tools, because he wanted a matching set of tools. He still said he was going to go with the US general box though the Icon was to pricey for him. He is probably the type of guy they were trying to market to, but still not reaching in my opinion. I am glad he told me what he was thinking. I am trying to sway him to some other brands sold him a new SK ratchet dirt cheap. I did tell him the US general box would be just fine.

 

[WittHay]

They all look pretty happy for being forced at gun point to ruin their financial futures.

Was kinda surprised at the number of new boxes being sold in the last few months. Contrary to what a lot of people think. Middle age guys buy these boxes too not just young guys forced by the evil tool trucks. I am sure the guy in the picture is worried where his next meal is going to come from

Those 100th anniversary Snap on boxes are looking good but, there's something i like about the MATCO revel box though

I don't need another box. I'd like a bigger cart but, I keep looking at the new Tekton boxes.

The Icon boxes are still an enigma to me.

Seems the beginner/low end box and cart market is pretty well covered. Every working guy has at least 1 to 4 tool trucks stopping buy or on call with a endless combination of colors, sizes and configurations for a step up. Tough for Icon to crack the market and I imagine even for companies like Extreme to maintain market share in recent months

There a few tool boxes around used as carts as well as the large traditional flip up lid carts. Those large carts arent cheap. The Tekton/Rousseau boxes look skookum

 

[zendriver]

No one in this thread said they were headed for "dire-straits". HF will survive, we all know it- Americans like cheap sh!t . What most here have said since Icon was introduced is that it is way overpriced. And yes, unemployment is now 15%+, but they were not selling Icon boxes 6++ months ago when the economy was humming- because they're too damn expensive for what they are. Their competition is themselves with US General and the rest of their line; and Icon generally doesn't compete for the $, and especially with tool boxes. if they did, there would be hundreds of posts here showing off new Icon boxes. And maybe there are a few Icon box purchases shown here, but I've seen zero.

Overpriced, as compared to what? Their USG boxes? Not even similar in build.

Overpriced compared to comparable tool truck models?

If everyone seems to think "the Icon boxes are not selling!", where do they get those facts? posts at a message board?.

Personally, own several USG boxes which are just fine, but then they are not fully loaded with tools and almost never move.

If I needed something heavier duty and had to the make choice, between buying one for $2300 vs $4-6k, that choice would be pretty simple.

 

[dsimatt]

Was kinda surprised at the number of new boxes being sold in the last few months. Contrary to what a lot of people think. Middle age guys buy these boxes too not just young guys forced by the evil tool trucks. I am sure the guy in the picture is worried where his next meal is going to come from



Seems the beginner/low end box and cart market is pretty well covered. Every working guy has at least 1 to 4 tool trucks stopping buy or on call with a endless combination of colors, sizes and configurations for a step up. Tough for Icon to crack the market and I imagine even for companies like Extreme to maintain market share in recent months

There a few tool boxes around used as carts as well as the large traditional flip up lid carts. Those large carts arent cheap. The Tekton/Rousseau boxes look skookum

I bought my box in my early 20s, 17 years later it's still working good after all those years of being pushed around loaded up as much as possible. Most of the people I know buying boxes are younger, buy it big enough to last you a long time but yeah I can see mid aged guys buying boxes when they get a good deal

 

[Ign]

In store last week I stumbled upon it and I really liked their side locker - but not at $1500 - holy ****! It still shows$1500 on the website, did this email denote lower pricing on the locker??

 

[RedneckWelder]

I buy a lot of my tools from sources like Gearwrench, HF, Tekton, etc. When I’m buying at that financial level I go ahead and buy Husky and US General as it’s the best values for the money in my book. I don’t have the cash on hand to shell out for an Icon or Extreme. The cheaper stuff holds up well enough for long enough to get the value and then some out of it.

 

[Zewnten]

Finally got the boxes into my local store. Seem pretty nice quality with a lot of the high points from various brands put together. I think these boxes were aimed at guys like my uncle who have money and want to reorganize their garage and get it set up the way they want, all shiny like.

As for this myth, and yes it's a myth until I see it happen, how are people getting a new tool truck box for less than 50% of new as so many claim? I've been on the rock and roll tool box truck and spoken with several trucks of the same brands and the best any of them ever offered was whatever the current promotion was, $500 cash etc. Unless I was interested in buying a repo, damaged or unwanted color/drawer configuration.

 

[RedneckWelder]

As for this myth, and yes it's a myth until I see it happen, how are people getting a new tool truck box for less than 50% of new as so many claim? I've been on the rock and roll tool box truck and spoken with several trucks of the same brands and the best any of them ever offered was whatever the current promotion was, $500 cash etc. Unless I was interested in buying a repo, damaged or unwanted color/drawer configuration.

I’ve had 3 different Snap On drivers, a Cornwell driver (longtime dealer, switched to Gearwrench a couple years ago), and a Matco dealer (long term guy as well). We’ve had the RocknRollcab truck here four times. Never seen the legendary deals here either. I also call ********. My foreman bought a huge Epic setup with lockers, hutch and overheads. He paid a pretty penny even with a Matco 72” trade in, certainly not a 50% off or better deal.

 

[Handyandy23]

Probably the same people finding good condition used SO boxes for sale in the classifieds for the price of a new USG box.

 

[BrandoJames]

A decade from now, the HF Icon rollout will make an interesting case study for business schools across the country. A low budget tool retailer tries to sell a $4000 tool box to their customers. This is an HF customer base who thinks $25 for a ratchet is too expensive and will faithfully clip coupons to get that $25 ratchet for $15. And HF pitched a $4000 tool box to these people. It's really unfathomable.

I don't have a problem with HF. Before the Icon rollout, I thought HF had a smart business model--pitching low cost tools to budget-minded DIYers. And some of their products have real value, particularly their Daytona floor jacks and USG tool boxes (I own both). But the Icon rollout has always been inexplicable to me. I was in my local HF right before the lockdown. And not one single Icon box ever made it to the store floor. But USG cabinets were all over the place.

 

[Snap_cap]

Originally Posted by Mr_B View Post
As for Icon image it a complete flop as is the tool range and marketing to date, piss poor effort considering what available from taiwan and US at sensible money .
If they have a design and engineering team they need a broom and some fresh diligent common sense injected into the brand .
Fancy packaging, marketing **** and youtube freebies won't get you far and even more so when your sourcing and sets missing quality, design and completeness that easily achieved if they had anyone employed with half a brain on the tool market and end users, pro, semi pro and serious DIY .

I agree, HF missed an opportunity and literally just copying Snap-On designs is ridiculous. Plenty of other tool companies are successful without copying Snap-On. What they did reminds me Harbor Freight are just a knock-off tool importer and retailer, not a tool company.

These boxes were way overpriced and now while better the prices are still high. I would have like to see some cart option like a slide top full drawer or similar

That's a really good point, while I love my Snap-On box, seeing some of the innovative things done by MAC with their boxes really impresses.

IMO, MAC has always been the leader in innovation of professional tool storage, with Snap-On copying/modifying their ideas a couple years later.

If everybody only wanted their box 'just like Snap-On' then MAC and Matco, etc, wouldn't even bother trying to compete, they would just carbon copy Snappy. Which is essentially what an ICON box is, except its an imported piece of **** compared to a S-O box, with realistically zero long term support for the buyer, since HF changes suppliers as often as a prostitute changes clients.

A decade from now, buyers will still have direct replacement parts support from MAC, Matco, Snap-On, and probably Extreme and a couple other main manufacturers.

Harbor Freight, up to this point at least, certainly hasn't instilled that certainty to your average buyer of expensive "pro" tool storage.

They thought they were going to directly compete with Snap-On, MAC, Matco, SK, Cornwell, etc. when in reality they are competing against Lowes, Home Depot and Sears.

 

[ChevyEFI]

A decade from now, the HF Icon rollout will make an interesting case study for business schools across the country. A low budget tool retailer tries to sell a $4000 tool box to their customers. This is an HF customer base who thinks $25 for a ratchet is too expensive and will faithfully clip coupons to get that $25 ratchet for $15. And HF pitched a $4000 tool box to these people. It's really unfathomable.

This forum in it's collective, is not the most qualified to assume economic error on the part of businesses that have to sign 8 figure payments to suppliers at the volume we're talking.

HF earned the market gains they have made. And their perceived qualify has increased. And their lower line boxes have added credibility. Growth and broadening of a product line has been done plenty of times, by plenty of companies. I would guess their "44" USG box is the most searched out budget / beginner box for the market not serviced by a tool truck. There is a market for larger, higher quality boxes than that. But there is minimal look-see shopping ability for anyone in the retail market to buy. There's really no one better equipped to nibble at the big box market. The big question is whether their in-stock presence (and possible in-store credit) will match the tool truck aggressive push of credit, trade-in, and regular sales pitch. And to be honest, the elephant in the room is the more affordable line of boxes.

You are assuming they are unsellable at sustainable numbers, and will be an eventual failure.

I don't have a problem with HF. Before the Icon rollout, I thought HF had a smart business model--pitching low cost tools to budget-minded DIYers. And some of their products have real value, particularly their Daytona floor jacks and USG tool boxes (I own both). But the Icon rollout has always been inexplicable to me. I was in my local HF right before the lockdown. And not one single Icon box ever made it to the store floor. But USG cabinets were all over the place.

When a business has a feasible business model that sustains, they must find growth. Their existing sustainable model will be eaten up by others over time. If they don't continue to pursue the sectors of the market they can gain, their downfall will be exactly that. Their addition of new stores hasn't been because they "stuck with what worked." It's because they continued to try new things.

Also, these boxes are marketing. They're big, bright, desirable, and even if they don't sell in volume, they will be a draw to the stores.

And what dave said above ^ . . .

 

[zendriver]

It almost sounds like HF has designed and built their own moonship and people are skeptical if it can make the voyage.

They're having "Icon" stuck to/stamped on nicer Chinese made products and marketing them to "Professionals" Wow!

Everyone seemed sure, their upscale power tools would flop, but that's what looks to be in the shopping carts, including mine.

Icon boxes look good and if they are not as good a Snap On, who cares? They're 1/3 the price.,

Seem bizarre that $2300 for an imported sheet metal tool box is "ridiculous", but 6 grand for domestic one is "well worth the price!"

 

[yrly]

A decade from now, the HF Icon rollout will make an interesting case study for business schools across the country. A low budget tool retailer tries to sell a $4000 tool box to their customers. This is an HF customer base who thinks $25 for a ratchet is too expensive and will faithfully clip coupons to get that $25 ratchet for $15. And HF pitched a $4000 tool box to these people. It's really unfathomable.

I don't have a problem with HF. Before the Icon rollout, I thought HF had a smart business model--pitching low cost tools to budget-minded DIYers. And some of their products have real value, particularly their Daytona floor jacks and USG tool boxes (I own both). But the Icon rollout has always been inexplicable to me. I was in my local HF right before the lockdown. And not one single Icon box ever made it to the store floor. But USG cabinets were all over the place.

They know the target market. It’s the guy that would buy Craftsman Professional over regular Craftsman if it’s somewhat better even if it’s more expensive. The goal is to reach the segment of the higher end DIYer with money to blow willing to pay for something better but not willing to shell out for Snap On, or a smaller shop that doesn’t want to shell out the cash.

The segment exists, the thing is there is stuff already in the segment. Harbor Freight, with as many stores as they’re getting to, is looking for that Sears customer who shelled out for the Craftsman Professional who wants the easy exchange of having a local store, willing to spend more but not all the way to the top.

The problem is it’s a tad too expensive. Most HF stores have enough room to display it that it isn’t an issue. One issue is pricing it has to be priced more in line with the better import alternatives. The other issue is incomplete sets (skips). A lot of people buying these sets will want the alternative inbetween sizes. I mean you’re paying enough for them.

HF, if they want to do this, has to look at how Sears used to handle things with the “build a tool” from the catalogs and have open stock. Sure they had stuff that wasn’t necessarily for everyone but it was there for those who did as an add on eventually allowing you to get a lot of stuff you may have used that someone else didn’t need.

So Icon isn’t really a miss, it’s just not properly targeted, priced, needs the assortment filled out etc. The segment for it exists.

 

[BrandoJames]

This forum in it's collective, is not the most qualified to assume economic error on the part of businesses that have to sign 8 figure payments to suppliers at the volume we're talking.

Like it or not, GJ members do that every day. In fact, it’s a frequent topic on this board—what a tool maker/retailer is doing strategically and how that will affect the price/quality of their products. Whether a GJ member has the necessary pedigree to comment only seems to be raised when HF is the target of criticism. The HF faction on this board has always been notoriously sensitive to criticism. I’m an HF customer and critic.

They know the target market. It’s the guy that would buy Craftsman Professional over regular Craftsman if it’s somewhat better even if it’s more expensive…The segment exists, Harbor Freight, with as many stores as they’re getting to, is looking for that Sears customer who shelled out for the Craftsman Professional who wants the easy exchange of having a local store, willing to spend more but not all the way to the top.

If that’s HF’s strategy, then it’s doomed to fail. With the retail revolution in online shopping, the presence of hulking Amazon as well as tool brand websites (Snap-on, Tekton), the market will never go back to the Sears Craftsman days. When DIYers would drive to a specific store, their loyalty pledged to that store’s specific brand, just like dad. I miss those days, but it’s just-not-happening. The market is too fragmented now, and Eric Smidt is smart enough to know that.

 

[Mr_B]

So Icon isn’t really a miss, it’s just not properly targeted, priced, needs the assortment filled out etc. The segment for it exists.

That exactly the issue.
poorly thought out sets and poorly sourced with main attention being on snapon design presentation rather than real useful tool design and quality .
The socket ratchets are a piss poor effort and a vivid warning to be VERY selective in what you decide to buy and to make most of coupons as standard pricing not a great deal .
The boxes could do well if had a few drawer depth options to make a custom layout and prices been 30% less .
Boxes pretty much as good as most other import boxes bur range and price far from competitive or enticing .
It easy sell a new tool brand if truly make effort with full sets and good taiwain/usa oems, singles and box customization at a basic level .
Offer nothing different and plaster it it snapon equivalent marketing dribble and shill youtube reviews and it won't materialize to much .
HF could of moved up the ranks with Pitts Pro brand and earthquake power tools but they let it sit stagnant for years .
Even the US General series 2 only really materialized due to the 22" import tax rules not because they being proactive with a top selling range and listening to the market and customers .
HF are clueless at more professional tools or innovation or intelligent marketing . If they got a design team and engineers I be truly surprised as almost all the range they have is catalogue choices from usual oems and only difference is getting snapon visual design copied into finish and packing trays ... don't take an engineer do that, more of a conman job lol .

 

[JP Chestnut]

I am the “DIY guy with money who’s too cheap for snap on but wants something better than USG” and the icon boxes totally missed the mark for me.

$2,000 for a lower box that’s smaller than the decent quality USG 44 inch at $500? Not in a million years. What I’d want is a higher quality version of the USG box with really good QC and more high end features (plugs, etc). Offer that in white with a wood work top for $1200 or so and I’d buy it today.

As it is a white box around that price/quality is a unicorn.

 

[Mr_B]

don't see plugs and worktop as a big deal you can add your own plugs for a few bucks and generally if you want a nice worktop you better making one yourself .
Proper decent slides, drawer lift latches and qualityset of wheels the bigger concerns ...

 

[JP Chestnut]

For sure. Hence the “etc”. Really the issue is size, options, high end features, and price. Icon doesn’t do a great job hitting my wish list along those dimensions.

Something like a mid line Mac but cheaper and no tool truck (which I wouldn’t even know how to deal with as a residential buyer) would be nice.

 

[BrandoJames]

I am the “DIY guy with money who’s too cheap for snap on but wants something better than USG” and the icon boxes totally missed the mark for me. $2,000 for a lower box that’s smaller than the decent quality USG 44 inch at $500? Not in a million years.

Yep. The DIYer with money (1) tends to be well educated with a good salary and (2) is really careful about what he buys. Many of these customers are former Craftsman USA guys who are now up for grabs regarding brand loyalty. They’re looking for value & DIY reliability. IMO some HF products (Daytona floor jacks, USG boxes) fit the bill. But the Icon rollout appears to be a marketing gimmick. And the “DIYer with money” typically won’t fall for marketing gimmicks.

Brand loyalty within this target market is now a crowded field. But it appears Tekton is winning a significant portion of this market. One reason: Tekton never claimed to be “As Good as Snap-on”. Tekton simply wants to be the new Craftsman—DIY reliability at a reasonable price point with a solid warranty.

 

[mrjaw14]

I'm a DIY guy and bought used Snap-On box for 2,000. it's a really nice KTL 1022. With the used box market for US made boxes there's not a good reason to buy ICON in my opinion unless you want the entire setup. I wouldn't mind a top chest and side locker, but they need to be half of what they are priced at to get my attention. Otherwise I'll keep watching for used.

 

[JP Chestnut]

Many of these customers are former Craftsman USA guys who are now up for grabs regarding brand loyalty.

That's me. I apprenticed as a mechanic when I was younger because I like cars, went to college, got a PhD, and recently bought a house with a bunch of extra space for projects. I managed to get my Craftsman Pro tools shipped cross country, but the box couldn't make the trip. Now I have a huge and complete set of tools and nowhere to keep them.

What I want is something like this:

But I'm not going to hunt down a used one and as far as I can tell you can't buy online.

I checked out the smaller version of this in store:

And it wasn't super impressive. The usual USG 44s were a lot nicer. There seems to be a huge hole between "well built but basic" and "light duty but feature rich."

 

[Handyandy23]

Just curious how many of the people talking about the Icon box quality have actually seen one in person? I keep seeing people comment on the quality not aligning with the price, or where the quality aligns within the hierarchy of the world's boxes, but then nobody knows someone who owns one, and a lot of the stores don't even have them on display yet.

I'm not saying they're good or bad because I've never seen one in person, but it just seems like they've been met with total skepticism from the start. It's one thing to not want to spend that much money on a box, or already having a box you like, but I also don't see the point in speculating about quality and value of something you haven't seen in person.

Just comparing specs to other things I can get locally, the Icon 52" lower is 25" deep, rated for 8,000 lb, and 530 lb in the largest drawers. Husky HD is half the price but only 23" deep and rated for only 2,500 lb, or 200 lb in largest drawers. Milwaukee "Industrial" 56" lower is half the price too but only 22" deep, rated for 3,000 lb, and 150 lb drawer slides.

It's fine if you want to say you prefer the value on a box half the price that only has 30% of the weight capacity, or that fits your needs better. But if you're saying those are "better" boxes, you better have some facts or first hand knowledge to refute the ratings given by HF. Unless they are completely lying, the specs would put these boxes above most other consumer boxes in quality. It's just maybe at a price point most of you aren't willing to pay.

 

[JP Chestnut]

Just curious how many of the people talking about the Icon box quality have actually seen one in person? I keep seeing people comment on the quality not aligning with the price, or where the quality aligns within the hierarchy of the world's boxes, but then nobody knows someone who owns one, and a lot of the stores don't even have them on display yet.

My store has one and it appears incredibly nice based on what you can do messing around with one in a store.

The difference in "solidness" between a HD Husky and a HF USG44 appeared to me to be less than the difference between the USG44 and the Icon. It was impressive in person.

 

[speed bump]

With another price drop the Icon boxes might be at a price point where I would seriously consider one. I have been looking for that mythical screaming deal on a tool truck box for 5 years now, and its getting closer to time to just buy something and be done.

 

[M635_Guy]

They know the target market. It’s the guy that would buy Craftsman Professional over regular Craftsman if it’s somewhat better even if it’s more expensive. The goal is to reach the segment of the higher end DIYer with money to blow willing to pay for something better but not willing to shell out for Snap On, or a smaller shop that doesn’t want to shell out the cash.

The segment exists, the thing is there is stuff already in the segment. Harbor Freight, with as many stores as they’re getting to, is looking for that Sears customer who shelled out for the Craftsman Professional who wants the easy exchange of having a local store, willing to spend more but not all the way to the top.

The problem is it’s a tad too expensive. Most HF stores have enough room to display it that it isn’t an issue. One issue is pricing it has to be priced more in line with the better import alternatives. The other issue is incomplete sets (skips). A lot of people buying these sets will want the alternative inbetween sizes. I mean you’re paying enough for them.

HF, if they want to do this, has to look at how Sears used to handle things with the “build a tool” from the catalogs and have open stock. Sure they had stuff that wasn’t necessarily for everyone but it was there for those who did as an add on eventually allowing you to get a lot of stuff you may have used that someone else didn’t need.

So Icon isn’t really a miss, it’s just not properly targeted, priced, needs the assortment filled out etc. The segment for it exists.

100% agree with this. I the chests/cabinets/etc. overshoot the "Craftsman Professional" segment in price (by a lot), but the tools are exactly what you're describing.

They've got some issues - it seems like they're pricing the tools accounting for the ever-present coupons (which Icon is generally excluded from) and don't have singles, extended sizes, etc. for things like wrenches and sockets. (Hell - take the order at the store and ship it if you don't want to stock all of that in the stores). They need to have some real hawks on QC - some of the videos I've seen of off-center broaching on wrenches aren't very inspiring.

All that said, I really like the metric sockets and chrome pear-head 3/8" ratchet I got from them recently, and I really love their swivel head ratchets, especially the 1/4". Most if what isn't going right about the tools is relatively easy to fix.

 

[M635_Guy]

My store has one and it appears incredibly nice based on what you can do messing around with one in a store.

The difference in "solidness" between a HD Husky and a HF USG44 appeared to me to be less than the difference between the USG44 and the Icon. It was impressive in person.

I agree with this, though I have to say once I got down to the details of the Husky box I was looking at I was entirely unimpressed, and I really like my USG box a lot.

The Icon stuff in my store seemed pretty fantastic to my non-pro eyes and hands. I can't say I'd ever consider spending that money on tool storage, but I'm just a relatively-serious DIY guy. If I were a working pro, I have to say I'd be mighty tempted by the Icon stuff if the tool-truck boxes were anything remotely close to their retail price. The Icon stuff seems extremely well-made, has some great features and appears to be a whole lot less than the tool truck boxes. Other than the depth (which does yield less total storage - 30% or more), I don't see anything that is likely to be a real-world difference worth buying the truck boxes. You could add storage to make up for the 25" vs. 30" and still be well-under what I think is the likely real-world selling price for a Snap-On box. I'm sure the withering glare from the guy in the Snap On truck would wear off after a while...

 

[JP Chestnut]

^^^ The Husky boxes were surprisingly unimpressive. Based on my handling of all of them

Icon >> USG 44 > USG 26 > anything Husky I saw at HD.

I'm getting tired of having to dig through cardboard boxes to get my tools, so I might just get a USG 26 and then some sort of work surface and call it good enough for now. On the other hand I don't want to deal with a bunch of QC nonsense.

The real lame thing is that HF offers their USG carts in white, so there's a chance they'll offer the 44 in that color as well. That would probably be the sweet spot for my cheap self given what's on the market.

On edit - the 25 inch dept is actually a feature for my use. My wife would definitely complain about a 30 inch deep box.

 

[M635_Guy]

^^^ The Husky boxes were surprisingly unimpressive. Based on my handling of all of them

Icon >> USG 44 > USG 26 > anything Husky I saw at HD.

I'm getting tired of having to dig through cardboard boxes to get my tools, so I might just get a USG 26 and then some sort of work surface and call it good enough for now. On the other hand I don't want to deal with a bunch of QC nonsense.

The real lame thing is that HF offers their USG carts in white, so there's a chance they'll offer the 44 in that color as well. That would probably be the sweet spot for my cheap self given what's on the market.

On edit - the 25 inch dept is actually a feature for my use. My wife would definitely complain about a 30 inch deep box.

I wound up with a USG 26"x22" Gen2 chest and their 5-drawer cart, and I'm really happy with them and the flexibility of the setup. The purely/mainly car-stuff is in the cart, and the general-use stuff is in the chest.

 

[m6z]

I think the Icon/Craftsman Professional comparison is spot on. The new pricing puts them closer to that pricing.

I'm one of those damn Millennials that bought a good set of Craftsman USA tools around the year 2000 and they are still doing the job, but now I need to fill in some perceived gaps in my collections. The local Sears is gone and now I've got to find a new source, but I'm not paying Snap-on prices.

The Mac Edges had my interest. Mac had no interest selling one to a DIY'er like myself. Really soured my opinion of Mac.

My recent purchases:


Homak RS Pro combo
Sunex 1/2 impact sockets - no skip sets
Vessel and SK drivers
Ratchets: Icon, SK, Gearwrench, Carlyle

 

[m6z]

Box

Sent from my Pixel 4 XL using The Garage Journal mobile app

 

[Bige441]

To me it still comes down to if they can keep the tool line going for the long term. Why gamble on something that may not have any long term support for warranty and service. I’m willing to gamble on some $50 ratchets and incomplete sets of sockets but a $3k+ storage solution that seems to be floundering out of the gate doesn’t give me the confidence to be an early adopter. I’ve had my snap on classic 78 for about 10 Years and honestly if it wasn’t just about to full I’d keep it for 10 more. I’ve been trying to find a locker in blue for about three years at a reasonable price but Ive had no luck.

 

[JP Chestnut]

Box

Sent from my Pixel 4 XL using The Garage Journal mobile app

Good suggestion. This

makes a lot more sense to me than an Icon bottom at $2,000 minus 20%. I've never handled one, but the sizing looks good.

 

[Steve_P]

Overpriced, as compared to what? Their USG boxes? Not even similar in build.

Overpriced compared to comparable tool truck models?

If everyone seems to think "the Icon boxes are not selling!", where do they get those facts? posts at a message board?.

Personally, own several USG boxes which are just fine, but then they are not fully loaded with tools and almost never move.

If I needed something heavier duty and had to the make choice, between buying one for $2300 vs $4-6k, that choice would be pretty simple.

Overpriced as compared to the USG box that's right next to it.

Icon's competition is inside the HF store. They'd love it to be Snap On, but it's not. and I own almost zero SO stuff and can't believe people pay their prices, so I'm neutral.

If the Icon boxes were a great deal there would be people here that would post pics of their new Icon boxes. And yet there seems to be not one Icon box owner here out of tens of thousands of members. IMO that speaks for itself. It is certainly better than the USG boxes but it's also 6X the price. It's like the full hook of Icon $50 breaker bars that are next to the $20 Pittsburg pro that sell.

 

[Handyandy23]

I don't agree that Icon's competition is the USG right beside it, they're different quality boxes in different price ranges.

I think people mix up being a "bad value" with "it's not the best value for me personally". For the specs the price isn't bad. The problem HF seems to be having is that their main customer base doesn't need a box that robust. The USG boxes are usually heavy duty enough for most home gamers. And the professionals that would be targeted in that price range are still skeptical of a HF box.

Premium products also aren't expected to sell in as high of quantities. The profit margin is higher on higher end products, but they reach fewer people. Selling one Icon box may have the same profits of selling 10 USG boxes, so sales might not have to be through the roof to make sense for HF.