Craftsman (tools)

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Craftsman is a line of tools and lawn and garden equipment, owned by KCD IP, LLC (Kenmore Craftsman DieHard Intellectual Property, Limited Liability Company). The tools are sold in Sears, Kmart, and Orchard Supply Hardware stores (all three owned by Sears Holdings Corporation), as well as Fastenal, and US military Army and Air Force Exchange Service stores. The hand tools were once made by Stanley but are now made by the Danaher Corporation. Consumers have ranked the Craftsman brand second (surpassed only by Waterford crystal) in terms of quality. ^[1] In 2007, Craftsman was named "America's Most Trusted Brand" and brand with "Highest Expectations". ^[2] Since 1927, Craftsman has sold more hammers and other striking tools than any other brand. Craftsman is also the official tool of NASCAR.

[edit] History

Sears has sold its top-of-the-line hand tools under the "Craftsman" name since 1927. With their secondary line of hand tools being called simply "Sears", and according to many consumers they were of above average quality. The "Sears" tool line was discontinued around the late 1980s and replaced by the "Companion" tool line. In recent years, a subset of the Craftsman line, known as "Craftsman Professional" has been introduced as a highest quality line under the Craftsman logo, and they are billed as Only The Best as a part of the Sears/Craftsman advertising campaign. In 2007, the Craftsman Brand team led by Mike Cassar introduced the new tagline "There's A Craftsman In All of Us" changing the previous marque of "Craftsman makes anything possible".^[3]

[edit] Warranty

Craftsman hand tools have an unlimited lifetime warranty. The unlimited lifetime warranty is voided if the tool is badly rusted or used in an industrial or commercial environment. For these situations, there is a special unlimited warranty program. A common misconception among consumers still exists that the lifetime warranty includes Craftsman power tools and precision hand tools. Craftsman portable power tools, bench power tools, air compressors, lawn & garden products and other powered items carry various warranties while many specialty hand tools such as torque wrenches, except beam-type torque wrenches which carry a Lifetime Warranty, and work lights carry a one year warranty. Sears offers Merchandise Replacement Agreements and Master Protection Agreements on most of their tools.

In 2003 Sears removed the lifetime warranty from Craftsman flashlights. Another limitation to the warranty introduced in 2003 Craftsman tape measures carry a lifetime warranty on all parts except the blade itself. Almost any tool may be brought to a Sears store and exchanged for a replacement item. Some items are considered specialty tools, and thus not covered under the unlimited warranty.

After the merger, Kmart began selling Craftsman products; Kmart stores will also honor the lifetime warranties on any hand tools.

[edit] Legal Battles

Craftsman tools came under fire in 2004 in a lawsuit accusing Sears, Roebuck and Company of false advertising and consumer fraud for questionable use of the "Made in USA" slogan.^[4]

While most craftsmen hand tools are manufactured in the U.S.A, many power tools and accessories are manufactured in China.

[edit] References

1. ^ Source: Nov. 2002 EquiTrend(SM) survey by Harris Interactive
2. ^ Source: Equitrend 2007
3. ^ source: Sears PR news
4. ^ Suit Hits Sears Made In USA Claim