Lowe's adds FLEX to its tool arsenal
Lowe’s is broadening its array of power tool offerings with the exclusive launch of the FLEX line of cordless power tools.
The first assortment of FLEX tools, accessories, batteries and chargers will be available on Lowes.com on April 12 and at stores nationwide this spring, followed by a multi-year rollout of more than 100 FLEX platform-compatible tools.
Lowe’s said the initial launch includes 60 products, which are expected to hit all U.S. Lowe’s stores in the second quarter.
An new FLEX 24V platform features industry-leading lithium-ion and brushless motor technologies with 20% more power than competitors and up to 50% faster charging, according to Lowe’s. Additionally, FLEX will include a limited lifetime warranty on any tool, battery or charger purchase with registration in 2021.
According to Bill Boltz, Lowe’s EVP of Merchandising, the FLEX launch is the home improvement giant’s latest move in building its pro strategy. In past several years, Lowe’s has continued to ramp up its pro business through increased products, added digital merchandising and reward programs aimed at contractors, including Lowes4Pros.
“We continue to look for opportunities with the right brands,” Boltz told HBSDealer. “Being able to offer this brand is a great opportunity for Lowe’s.”
The Flex brand is owned by global tool manufacturer Chervon. The manufacturer’s products are sold by more than 30,000 stores in 65 countries making Chervon one of the largest players in the global power tool and outdoor power equipment markets.
“100 years ago, FLEX changed the world of tools with our very first invention, the FLEXible Shaft Grinder and followed that up with the introduction of the world’s first angle grinder in 1954,” said Mike Clancy, CEO at Chervon North America. "Since then, we’ve been focused on tools made for the trades to deliver the absolute best in terms of power, run-time and recharge time thanks to our proprietary lithium-ion battery technology.”
Notable products included in the initial launch are:
- The FLEX ½” 2-Speed Drill Driver with Turbo Mode is the platform’s most powerful drill, delivering 1,400 inch-pounds of torque. When combined with turbo mode of 2,500 RPMs, it delivers dramatically faster results. Additional innovative features include sensor-free brushless motors and anti-kickback technology.
- The FLEX ¼” Quick Eject Impact Driver delivers unrivaled torque, power and speed. A quick eject collet allows for faster, one handed bit changes. Select from three different speeds and self-tapping screw modes for more control when fastening screws.
- The FLEX Reciprocating Saw with Quick Eject delivers power and performance while cutting up to 50 4x4s on a single charge (with 5.0 Ah battery). The keyless blade eject allows for quick blade changes without having to touch hot blades. Shockshield™ vibration suppression allows for up to 40 percent less vibration for maximum control.
"As the new home for Pros, Lowe’s is committed to offering the very best quality, durability and product innovation for today’s most discerning builders, contractors and trade professionals,” Boltz said. “This FLEX launch allows our customers to find the latest innovation in our tool department with a brand that will strengthen the industry and how people work.”
Boltz said the arrival of FLEX at Lowe’s will not displace other notable tool brands the retailer already offers.
“There will be no phasing out of other brands,” he said. “This is in addition to the tools we already carry.”
On April 12, FLEX will host the “FLEX Face Off,” a launch event at 8pm ET/5pm PT.
Viewers can learn more about the brand and see FLEX tools go head-to-head against some of the industry’s top brands. The event also provides viewers with the chance to win a full lineup of FLEX 24V power tools and a brand-new Ford F-150. More information about the event is available here.