Research from DeWalt found that 650 out of 1,000 pros were aware of DeWalt mechanic tools. That's pretty good awareness. But DeWalt didn't have mechanics tools at the time of the survey.
It does now. And a partnership with Sears is bringing DeWalt wrenches, ratchets, sockets and mechanics tool sets online and in Sears stores in time for Father's Day.
DeWalt and Sears executives announced the news during a presentation at the National Hardware Show here at the Las Vegas Convention Center.
Jim O'Sullivan, president of Stanley Black & Decker North America described the partnership as "a major game-changing initiative within the mechanics tools space."
The DeWalt mechanics tools will be exclusive to Sears at least through the year. "In 2013, Sears will be the one driving this in the market place," said Jim O'Sullivan, president of Stanley Black & Decker North America.
The tools will not be sold at Sears' Kmart division.
According to Dean Schwarz, VP of Sears Tools business, the DeWalt brand will complement Sears' own Craftsman brand in Sears stores. "If you look at our [Craftsman's] share in the market, we're very heavy in the DIY," he said. "DeWalt is going to help us with the pro."
Asked about the 65% misperception in the market, Schwartz said it was encouraging that so many people thought DeWalt was already in the mechanics tool space. "It gives us a real permission to play," he said.
Sears has 850 Sears stores and 1,000 home town stores, which are independent Sears dealers.