The place for Craftsman: Ace?

There aren’t many bigger DIY brands than Ace or Craftsman. So when both announced a deal that would bring Sears’ Craftsman tools into Ace Hardware stores, that’s a clear signal that hardware retailing is engaged in massive merchandising upheavals.

The move was largely driven by Sears, which is beginning to see itself as a collection of brands for hire (Diehard is another recent example of a brand gone abroad), as opposed to a retailer jealously guarding its assets.

But more than that, the cross-industry collaboration was foreshadowed by the Do it Best-Channellock partnership, which calls for an exclusive lineup of Channellock products in Do it Best stores, which are already showcasing the distinctive blue planograms. Co-ops are getting serious about differentiation.

An Ace Hardware spokesperson said the 100 initial stores for the rollout have yet to be identified, and the store-within-a-store Craftsman concept will include about 600 SKUs. (And yes, Ace will honor Craftsman’s lifetime warranty for hand tools.)

Ace said the Craftsman products will reinforce Ace Hardware as a premium destination. Sears said the co-op’s outlets will bolster the brand while attracting new customers. It’s hard to argue with either viewpoint. And here’s another prediction: The move will also fuel the industry’s experimentation with brand promotions.