Stanley Black & Decker has relaunched Craftsman with more than 1,200 new items across power tools, hand tools, yard and garden equipment, tool storage, and related accessories.
What happens when a company known for building some of the industry’s best tools acquires an iconic brand whose 90-year legacy is woven into American life? Until the 2018 Craftsman launch in Baltimore, Maryland, that question had no clear answer. Stanley Black & Decker purchased the Craftsman name from Sears in 2017 and embarked on a major overhaul, combining Craftsman’s heritage with the engineering and manufacturing strength of brands like DEWALT, Stanley, and Porter Cable.
Over the past year, the Craftsman team at Stanley Black & Decker worked intensively to develop a broad, modern tool and utility line. Their challenge has been to honor Craftsman’s well-known hand tools, storage, and outdoor maintenance roots while also leveraging experience in power tools to introduce meaningful innovation under the Craftsman name.
After more than a year of development, Craftsman revealed the results at their 2018 launch: a fast-paced presentation filled with product unveilings, demonstrations, and stories about where the brand is headed. Advertising “1,200 new things,” the event emphasized four primary categories: storage solutions, power tools, outdoor power equipment, and hand tools—illustrating Craftsman’s past, present, and future.
Hand Tools
Craftsman is best known for hand tools. From the mechanic’s wrench to the familiar clear-handled screwdriver in countless garages, hand tools define the brand for many loyal customers. For that reason, significant effort went into designing a high-quality hand tool range to accompany the relaunch.
From tape measures to ratchet sets and everything in between, event attendees had ample hands-on time. The hand tools felt solidly built, emphasizing ergonomics and a polished finish. Among the hand tools, standout items included a spring-loaded folding utility knife, a stud finder with a clear center-point marking, and comfortable, well-balanced metal snips.
Power Tools
The power tool lineup, both corded and cordless, reflects a clear ground-up redesign. While hand tools drew on familiar forms and heritage, the new power tools are sleek and compact, benefitting from Stanley Black & Decker’s engineering influence from DEWALT and Porter Cable.
Craftsman’s power tools are positioned as versatile general-purpose tools for DIYers and professionals starting out. You won’t find the same narrow trade-specific focus as some pro-only brands, but the launch includes high-quality general tools such as impact drivers, drills, nailers, utility tools, cutting tools, an oscillating tool, and multiple miter saws.
The cordless tools use a new Craftsman-specific battery platform. While the batteries are not cross-compatible with existing 20V lines under the parent company, they bring tangible improvements: low-profile Craftsman batteries offer higher capacity compared with similar Porter Cable cells, include an on-battery charge meter, and are paired with chargers designed to deliver a full charge in about an hour.
Ergonomics received heavy attention across the power tool family. Tools felt balanced, solid in hand, and featured comfortable overmolded grips where appropriate. Brushless models were noticeably light yet sturdy. Two notable cordless items were a sliding-tray tile saw with reduced dust spray and a compact fixed-speed random orbit sander—both demonstrating thoughtful design and real-world usefulness.
Storage Solutions
Another key theme at the launch was storytelling—how Craftsman tools connect generations and memories. Many attendees shared stories of tools passed down through families or the familiar toolbox that sat in the corner of the garage. Storage solutions were a major focus for the relaunch and a clear nod to the brand’s heritage.
The new storage lineup is extensive. It ranges from full-size, multi-tiered mechanic chests with soft-close drawers and hydraulic lifts to smaller stackable, molded cases for bits and fasteners. The offerings will appeal to those outfitting a professional shop or a home garage.
Standout storage systems include VersaStack and VersaTrack. VersaStack is backward compatible with the older TSTACK system and blends features reminiscent of other modular storage lines—stackable cases, a Bluetooth-capable radio option, and smaller organizers for bits and screws. VersaTrack is a heavy-duty wall-mounted system designed to carry tools and accessories—think “pegboard on steroids.” Many power tools ship with VersaTrack hooks pre-installed, and additional hooks are available for non-Craftsman tools as well.
If you want to outfit your shop in classic Craftsman red, the 2018 storage offerings cover virtually every need.
Outdoor Power Equipment
The outdoor power equipment lineup was a highlight for many attendees. It includes gas and battery-powered options across walk-behind mowers, lawn tractors, a 60V chainsaw, a snow thrower, and more. Self-propelled mowers run up to a 60V battery, yet remain lightweight and maneuverable; their foldable design makes storage in tight spaces easy.
Riding mowers offered impressive maneuverability with a tight turning radius that felt nearly like a zero-turn machine. One notable innovation is the battery-start option for gas-powered outdoor equipment: instead of pull-starting an engine or relying on an external outlet in cold weather, you can insert a Craftsman battery to start the engine at the push of a button.
Alongside mowers and tractors, the outdoor range includes shovels, rakes, sprayers, and other garden essentials—making it a comprehensive suite for lawn and property maintenance.
Are You Excited For the New Craftsman?
Across the two-day launch, attendees experienced a torrent of tools and accessories—all developed within roughly a year. The breadth and speed of what was accomplished is striking. Craftsman emphasized increasing its American-made content over time; many items already carry the “Made in the USA with global materials” designation.
To make the new Craftsman widely accessible, the brand has partnered with retailers including Lowe’s, Ace Hardware, and Amazon, among other outlets. Several items are already available on Lowe’s website. With the range of tools and storage options, Craftsman products are likely to appear across many store aisles.
The relaunched Craftsman is positioned as an all-around tool solution for homeowners, DIYers, and entry-level professionals. The lineup aims to deliver quality at competitive prices and to fill a market niche between Porter Cable and DEWALT within the Stanley Black & Decker family.
Craftsman’s deep reputation in outdoor equipment, especially lawnmowers and small tractors, presented new opportunities for Stanley Black & Decker. The team appears committed to innovating and improving these offerings—a move that should benefit both Craftsman and the broader product portfolio.
Overall, the launch blended nostalgic tributes to Craftsman’s history with practical demonstrations of what will distinguish the brand going forward. While a single event can’t cover every new product in detail, the highlights provide a compelling glimpse of Craftsman’s renewed direction and invite shoppers to explore the full lineup.