Stanley holds ‘holiday preview’ in New York

Stanley's LED flashlight

New York -- Stanley Tools held its annual mid-summer “holiday preview” here last week, introducing a number of new products that will be geared toward the holiday gift-buying season.

The offerings include some new products but mostly innovations to existing tools in four categories.

In the currently difficult climate for home improvement retailers, vp-marketing Jay Drummond said Stanley has still managed to capture some market share in its DIY categories. “Brand awareness is paramount in this business because brand drives sales,” Drummond said. “The Stanley name has always been associated with the pro, and we fill a lot of needs with these products.”

Drummond added that he believes new products will help drive a strong end-of-year for the manufacturer.

In all, parent company Stanley Works saw net earnings fall 6.7 percent in the second quarter to $79.6 million, compared with $85.3 million in the same period last year. Net sales were up 4.5 percent to $1.15 billion from $1.1 billion in the same period last year. Earnings in the company’s construction and DIY segment rose 4 percent compared with the year-ago period, while sales also rose 4 percent to $452 million.

At the New York event, Stanley introduced a new three-in-one LED flashlight that can be mounted on a tripod. Marketed for camping or other outdoor night activities, the flashlight features 120-degree multi-directional rotating heads. The device, which uses 3.5-watt high brightness LEDs, can be combined into one high-powered flashlight when mounted to the tripod. The item is slated for a September launch in Lowe’s and Target stores.

Stanley also displayed knives under its FatMax brand -- a fixed utility knife designed for repetitive cutting applications, a snap-off knife that features a continuous sharp edge and a patent-pending blade wiper that removes excess debris.

In its assembly and demolition group, Stanley introduced an FSC-certified premium beech wood chisel, and in its cutting and clamping segment, Stanley introduced a FatMax saw designed for repetitive heavy duty cutting applications. Stanley also showed a FatMax Clip-N-Grip multibit screwdriver, and a post level, also under the FatMax brand. The FatMax Post Level folds for easy storage and prevents the level vials from breaking.

Stanley also introduced several products in its “storage solutions” category -- a FatMax “Stock and Carry” organizer that can be carried vertically and includes a slide cover; a sortmaster organizer that features removable dividers to allow for different organization configurations; a mobile workcenter with a large bin for power tools; and a 23-inch structural foam toolbox.

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