Craftsman tools have a long history that began as the brand name Sears. Richard Warren Sears started with a watch company in 1886 and hired Alvah C. Roebuck to repair watches. After selling the company for 72,000 dollars he thought about retiring, however after only 1 week he approached Roebuck and they formed what eventually became Sears, Roebuck and Company. The company started by selling merchandise through the catalog.
Craftsman tools were first introduced in 1927 when Sears hired Arthur Barrows. At the time Barrows was the head of the company’s hardware department. He wanted to create a brand name distinguishing current Sears brand tools from other manufacturers. Barrows searched around and liked the name Craftsman used by the Marion-Craftsman Tool Company. He offered the company $500 for the right to use the Craftsman name. When Barrows was promoted he hired Tom Dunlap to take over the hardware department. Dunlap immediately upgraded the quality of the tools being sold, establishing Craftsman as the tool of quality. He began by adding chrome finishes and upgrading the handles on screw drivers with high impact plastic because he knew that the mechanic took pride in their tools. His old boss, Barrows, did not think that it would work, however he convinced him to give it a try and sales increased by six times the following year.
The first introduction of the Sears brand tool product line was done through narrow distribution. Sears manufactured and sold Sears brand name products through a catalog and sent them directly to the consumer until the first retail store opened in Chicago on February 2, 1925. Sears still sold the Sears brand tools directly to th ...