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Home Depot retools the Husky brand

Husky Self-Adjusting Pliers

The Home Depot house brand has a new look, and according to the company, some new quality control.

Jim Recore, divisional merchandise manager for private brands at The Home Depot describes the Husky brand as one of about four that are “absolutely key to the success of our private label program.” 

Home Depot changed the color emphasis -- from red to black -- and also some improvements to the grips and handles and overall design of the tools.

As part of the normal course of business, the Depot merchants took a look at their offering. “We took a deep dive,” said Recore. “And there was some feedback that we weren’t happy with from our customers and associates.”

Compared with red, the new black color has the advantage of appearing cleaner to the naked eye, even when dirty, Recore said. But more importantly, the color announces the change to the consumer, he said.

The Husky brand dates back to the 1920s and the Husky Wrench company of Milwaukee. After nearly a century of buyouts and mergers, Home Depot acquired the brand name from Stanley about a decade ago.

In the last year and a half, the brand launched air tools, low-vibration sanders, a “reactionless” air ratchet, and stepped-up tool storage, Recore said. 

“We really have not moved pricing substantially,” he added.

 

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