GRIPS CUSTOMERS & RESEARCH PARTNERS
CRAFTSMAN, owned by Stanley Black & Decker (NYSE: SWK), experienced a challenging period from January through August 2026, with overall revenue declining 27.8% and average prices falling 14.7% across in-store channels according to Grips Intelligence data. The brand's retail presence is heavily concentrated on Lowes.com, which commands 67.4% of revenue share, followed by Amazon at 18.6% and Ace Hardware at 14.0%. Average product pricing stands at $55.99, though recent months show continued downward pressure with prices decreasing 5.5% in the most recent tracked period. The brand's portfolio spans from budget-friendly tools under $50 to premium equipment exceeding $2,100, reflecting a diverse product mix across multiple categories.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 28% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 14% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for CRAFTSMAN on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for CRAFTSMAN.
BY REVENUE
CRAFTSMAN sells 27% online and 73% offline. Online runs through 2 channels; offline through 2. Online share has moved from 12% in Apr to 35% in Aug.
Online
27%
73%
Offline
Online channels
27%
Offline channels
73%
BY REVIEW COUNT
Across 7.8M ratings on 3 channels, CRAFTSMAN averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 7.8M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$44.99
Price
$744K
Revenue
$98.08
Price
$442K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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