Craftsman (stylised as CRAFTSMAN®) is an American tools and outdoor-equipment brand established in 1927. It is widely recognised for its hand tools, power tools, automotive equipment, lawn and garden machinery, tool storage solutions, and related workshop products. Craftsman is currently owned by Stanley Black & Decker.[1]

Origins: 1927

The Craftsman brand traces its beginnings to 1927, when it was first introduced in the United States. Its early identity centred on practical, durable tools designed for mechanics, craftsmen, and homeowners. The brand’s own historical archives confirm 1927 as the year of its debut.[1]

Expansion beyond basic hand tools occurred rapidly. By 1929, Craftsman had begun producing electric drills, marking an early entry into the power tool market.[1]

1930s: Expansion into tools and outdoor equipment

Throughout the 1930s, Craftsman built a reputation for engineering improvements in traditional hand tools. In 1932, the brand introduced a vanadium-steel wrench described as significantly thinner and stronger than previous designs.

In 1934, Craftsman entered the lawn-mower market, establishing a product portfolio that would eventually extend well beyond workshop tools.[1]

1940s–1960s: Growing reputation

The power-tool business expanded substantially during the 1940s. Craftsman tools were utilised in aircraft technician training, demonstrating the brand’s growing presence among technically skilled users.[1]

The 1960s marked another significant period of growth. Craftsman introduced innovations in lawn equipment and strengthened its position among automotive mechanics. In 1965, the brand launched mobile tool trucks that visited mechanics’ shops, a distribution approach associated with professional automotive tools.[1]

The quick-release ratchet wrench, introduced in 1966, became particularly renowned in the hand-tool market.[1]

1970s: Major milestones

During the 1970s, Craftsman expanded further into outdoor and cordless equipment.

In 1974, the company introduced cordless electric rotary and riding mowers. By 1976, the brand reported selling its 100 millionth screwdriver, illustrating the scale it had achieved in the hand-tool sector.[1]

Craftsman also became increasingly associated with American automotive and workshop culture during this decade.

1980s–1990s

Craftsman continued to broaden its power-tool and hand-tool ranges throughout the 1980s and 1990s.

The brand states that between 1965 and 1989, approximately 400 million screwdrivers, 44 million pliers, and 23 million adjustable wrenches were sold.[1]

A notable event in the brand’s history occurred in 1989, when U.S. Army infantry officer Kenneth Carrick reportedly used a Craftsman hammer and two screwdrivers to chip pieces from the Berlin Wall.[1]

Craftsman also developed a close association with motorsports during this era. Its involvement with NASCAR eventually became one of the brand’s most recognisable marketing relationships.

For much of its history, Craftsman was strongly linked to Sears. This relationship was fundamental to the brand’s identity in the United States.

Consumers primarily purchased Craftsman tools through Sears stores and catalogues, an association that made the name a household staple among American DIYers, mechanics, and homeowners.

Consequently, Craftsman is sometimes mistakenly described as a Sears “brand”. More accurately, Sears was historically the primary retailer and owner/license holder associated with the brand, whilst the tools themselves were manufactured by various suppliers over the years.

A pivotal moment in the brand’s history arrived in 2017.

On March 8, 2017, Stanley Black & Decker acquired the Craftsman brand from Sears Holdings. This transaction granted Stanley Black & Decker the rights to develop, manufacture, and sell Craftsman products through channels outside the Sears Holdings network, substantially expanding availability beyond its traditional distribution base.

This acquisition represented the most significant change in Craftsman’s modern history. Rather than remaining primarily associated with Sears, Craftsman transitioned into a broadly distributed independent consumer tool brand under Stanley Black & Decker.

Following the acquisition, Stanley Black & Decker undertook significant efforts to expand and modernise the brand.

In 2018, Craftsman introduced new ranges of hand tools, power tools, and equipment, emphasising broader availability through retail stores and online channels. The company described this strategy as reviving Craftsman’s heritage whilst making products accessible in more locations.[2]

The modern Craftsman portfolio now encompasses considerably more than traditional wrenches and screwdrivers.

Major product categories

Hand tools

Craftsman’s traditional core remains hand tools, including:

• Ratchets and sockets
• Wrenches
• Pliers
• Screwdrivers
• Hammers
• Hex keys
• Measuring tools
• Cutting tools
• Torque tools
• Automotive specialty tools

Power tools

Craftsman offers a broad range of electric and cordless power tools, including:

• Drills and drivers
• Impact drivers and impact wrenches
• Circular saws
• Reciprocating saws
• Jigsaws
• Sanders
• Grinders
• Oscillating tools
• Routers
• Planers
• Combo kits

The V20 cordless system is one of Craftsman’s major modern product platforms, allowing numerous cordless tools to utilise a common battery ecosystem.[3]

Craftsman has also introduced higher-performance V20 BRUSHLESS RP products aimed at users seeking increased runtime and performance.[3]

Automotive tools

Automotive equipment remains a vital part of Craftsman’s identity. Products include:

• Socket sets
• Ratchets
• Impact tools
• Wrenches
• Automotive diagnostic and specialty tools
• Tool cabinets
• Workbenches
• Creepers and garage equipment

This heritage contributes to Craftsman’s continued strong recognition among home mechanics and automotive enthusiasts.

Tool storage

Craftsman produces garage and workshop storage systems ranging from portable toolboxes to large rolling cabinets.

The S2000 storage line is one of the brand’s notable modern storage families.[2]

Outdoor equipment

Craftsman maintains a substantial outdoor-equipment business, including:

• Lawn mowers
• Riding mowers
• Zero-turn mowers
• Snow blowers
• Chainsaws
• String trimmers
• Leaf blowers
• Pressure washers
• Outdoor cordless equipment

This breadth makes Craftsman distinctive among traditional tool brands, as its portfolio extends from a mechanic’s toolbox to a homeowner’s entire yard.

Craftsman’s visual identity has historically been strongly associated with red-coloured tools, although product designs have evolved considerably over time.

The brand’s identity is built around several themes:

• American heritage
• Reliability
• Practicality
• DIY culture
• Automotive and garage culture
• Trades and craftsmanship
• Accessibility

Craftsman describes itself as an American icon trusted by homeowners, home builders, auto enthusiasts, and master mechanics.[2]

Its modern positioning increasingly emphasises the DIY consumer, whilst maintaining products intended for tradespeople and professional users.

Motorsports has played an important role in Craftsman’s marketing history.

Craftsman sponsored the NASCAR Truck Series for many years, associating the brand with racing, mechanics, and performance. The brand returned as the NASCAR CRAFTSMAN Truck Series title sponsor beginning in 2023.[3]

This relationship aligns closely with Craftsman’s identity, as automotive tools remain one of the company’s most recognisable product categories.

It is important to note that “Craftsman” does not necessarily indicate that a product was manufactured in the United States.

Throughout its history, Craftsman products have been manufactured by different suppliers in various countries. Manufacturing locations can vary substantially by product, generation, and category.

Therefore, those evaluating a specific Craftsman tool should verify the specific model and its country-of-origin marking, rather than assuming all Craftsman products are American-made.

This distinction is significant because the brand’s American heritage and its manufacturing footprint are separate considerations.

The ownership history can be summarised as follows:

1927 → Craftsman brand established

↓

Sears era → Craftsman becomes strongly associated with Sears

↓

2017 → Stanley Black & Decker acquires Craftsman

↓

2018 onward → Major expansion and modernisation

↓

Today → Craftsman operates as a Stanley Black & Decker brand

Stanley Black & Decker’s portfolio also includes brands such as DEWALT, STANLEY, and BLACK+DECKER, placing Craftsman within one of the world’s major tool-and-equipment companies.[3]

Craftsman’s reputation is most closely tied to the following areas:

1. Mechanics’ hand tools — especially sockets, ratchets, and wrenches.
2. DIY tools — tools aimed at homeowners and hobbyists.
3. Garage storage — toolboxes, cabinets, and workstations.
4. Power tools — particularly the V20 cordless ecosystem.
5. Lawn and garden equipment — mowers and other outdoor power equipment.
6. American tool heritage — nearly a century of brand recognition.
7. Sears heritage — the historic retail relationship that helped make the name famous.

As of 2026, Craftsman remains an active Stanley Black & Decker brand with a broad portfolio spanning hand tools, power tools, storage, and outdoor equipment. Its official site continues to publish new products, maintenance guides, and product resources, including lawn and riding-mower maintenance material in 2026.[1]

The brand has evolved considerably from its 1927 origins. No longer simply a traditional American hand-tool label, it is now a large consumer tool and outdoor-equipment brand with products covering much of the modern homeowner’s garage, workshop, and yard.

Craftsman’s significance stems less from any single invention than from its long-term role in American consumer tool culture.

For generations, the Craftsman name was synonymous with the Sears toolbox, the home garage, and the weekend mechanic. Its red tools became recognisable symbols of American DIY culture. The brand’s transition from Sears to Stanley Black & Decker in 2017 represented a major restructuring of that legacy, but the Craftsman name survived and was subsequently expanded into new categories and technologies.[1]

Craftsman is a 1927-founded American tool and outdoor-equipment brand, historically associated with Sears and now owned by Stanley Black & Decker. Its heritage is rooted in hand tools and automotive equipment, while its modern business spans cordless power tools, tool storage, lawn equipment and other products for DIYers, homeowners and professional users.

Key timeline

Craftsman is best understood as a heritage American tool brand that grew from a Sears-era hand-tool business into a broad modern portfolio of tools, garage storage, and outdoor equipment under Stanley Black & Decker.[1]

1. Our History
2. Press Releases | CRAFTSMAN ®
3. DIY Like a Pro: CRAFTSMAN® Introduces New Tools to its V20* System of Cordless Products – May 30, 2024