With industry-specific solutions and a stronger focus on specialist retailers, Stanley Black & Decker aims to expand its market position in the professional segment. (Photo: © Stanley Black & Decker | Joel Burnic)
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The tool manufacturer wants to realign its market approach and intensify cooperation with professional tradespeople.
Stanley Black & Decker is realigning its sales and marketing strategy in Germany. Going forward, the focus will be even more strongly on specialist retailers and professional users . The aim is to tailor products and solutions more precisely to the requirements of individual trades and to expand cooperation with specialist retailers.
"We have critically examined our market approach and at the same time affirmed: Our products have always been strong. The decisive lever therefore lies primarily in making these strengths even more effective together with specialist retailers and professional users," says Jürgen Titz , Managing Director and General Manager of the German company.
Specifically, the company plans to structure its product range more closely around typical applications in the trades . The focus will be on areas such as drywall construction, carpentry, landscaping, electrical installation, plumbing, masonry, and demolition . The DeWalt and Stanley brands will play a central role in this strategy . While DeWalt is primarily known for professional power tools, Stanley positions itself as a supplier of hand tools for various trades . The products will be even more precisely tailored to specific workflows and requirements in the future.
With this realignment, Stanley Black & Decker aims to involve specialist retailers more closely . The company speaks of a partnership "on equal footing," in which joint investments will be made in sales, consulting, and brand presence. Plans include additional marketing and sales measures designed to support sales in specialist retail outlets. These include trade-specific sales concepts, point-of-sale promotions, and campaigns with prominent partners such as Borussia Dortmund and the McLaren Formula 1 team . For tradespeople, this primarily means a stronger focus on specific applications in product communication, as well as additional information and consulting services in specialist retail outlets.
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Operations management
Craft policy
A key component of the strategy is the development work at the Idstein site in Hesse. Stanley Black & Decker operates one of its three global development centers there. According to the company, around 100 engineers work on new products and their further development. Under the "Engineered in Germany" label, feedback from specialist retailers and professional users is to be more strongly incorporated into product development.
According to the company, Stanley Black & Decker launches more than 1.000 new products worldwide each year , including 45 world firsts . For 2027, around 330 new products are planned for the Dewalt brand alone, and approximately 100 for Stanley.
The increased focus on the needs of craft businesses follows a trend observed in many areas of the industry: Manufacturers are increasingly relying on direct exchange with users to develop more practical products and strengthen specialist retailers as a source of advice. "Only when we truly understand the requirements of specialist retailers and professional tradespeople can we create solutions that are convincing in everyday use," says Titz.
With this realignment, Stanley Black & Decker is responding to the increasing demands of professional users who, in addition to high-performance tools, increasingly expect consulting, system solutions and industry-specific support.
Source: Stanley Black & Decker
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