Craftsman's Slogans & Taglines

Craftsman was established in 1927 when Sears registered the trademark, with Arthur Barrows reportedly purchasing the rights from the Marion-Craftsman Tool Company for $500. The brand debuted on a line of saws, and power tools followed in 1929. In 1933, Craftsman introduced chrome vanadium steel wrenches, and in 1934 it launched its first lawn mower, eventually becoming the top-selling lawn mower brand in the United States. The 1960s are widely considered the golden age of Craftsman production, and by 1976 the brand had produced its 100 millionth screwdriver.

The brand's core products are tools, lawn and garden equipment, and workwear. Its portfolio spans hand tools, power tools, tool storage, outdoor power equipment, and protective apparel, serving both professional tradespeople and DIY enthusiasts.

For decades, Craftsman built its reputation on the promise of "Made in the USA" and an unconditional lifetime warranty. In 2017, Stanley Black & Decker acquired the brand for $900 million, expanding distribution beyond Sears to retailers such as Lowe's and Ace Hardware. Today, Craftsman carries the slogan "BUILD ON," reflecting its evolution from a Sears-exclusive line to a standalone symbol of American craftsmanship and durability.