Bostitch expands tool lineup
Stanley plans to buy Black & Decker in an all-stock transaction valued at about $4.5 billion -- the biggest tool deal of the century. But what else is new at the New Britain, Conn.-based tool maker?
The answer: a new lineup of Bostitch hand tools that the company expects will help it deepen its relationship with the pro customer.
Stanley's Bostitch brand is better known for its heavy-duty construction tools and equipment, such as pneumatic nailers and compressors and flooring staplers. But according to Beau Parker, VP and general manager global marketing and Stanley International divisions, the market research showed Bostitch was ready to expand. "We looked at some research," said Parker. "And in terms of framing, flooring, roofing and finishing -- that's the core construction pro -- the loyalty and awareness were there. That got our attention."
Among the new Bostitch hand tools on display at the company's booth at the Specialty Tools and Fasteners Distributors Association (STAFDA) Trade Show were a 25-foot tape rule with a pro-friendly hook; a twin-blade knife allowing users to switch blades without opening the unit; an AntiVibe Hammer with a 75% larger strike face; and a clamping level, allowing for hands-free usage.
"This is a new line targeting specifically pro distribution," said Parker. That's distribution including warehouse home centers, but not mass retail, he added.
Fat Max Extreme products will continue to be distributed widely.
The branding on the Bostitch tools will incorporate the maze and black of Bostitch on the actual tool, and the Stanley-Bostitch combination branding on the packaging. One exception is the tape rule, which because of Stanley's tradition in that product will carry the Stanley-Bostitch combination on the tape rule itself.
The expansion of the line comes at a time when the industry looks ahead to the creation of Stanley Black & Decker. But until the deal receives regulatory and shareholder approval, it's business as usual, said Parker.
"We're continuing on," he said. "[The deal> hasn't affected the way the company has approached development and marketing."
