Duelling Craftsman brands at Sears, Stanley

CHICAGO — Stanley Black & Decker launched 1,200 new Craftsman tools this month, but they’re not alone. Under the terms of the sale of the brand, Sears retains the right to manufacture products under the Craftsman label. The companies have agreed to a common set of brand standards, according to Sears spokesman Larry Costello: “Regardless of where the product was purchased, customers can expect that these tools meet the highest performance standards.” The deal has Stanley paying royalties on its Craftsman line to Sears for the first 15 years.