DeWalt Enters the Box Level Market....But Why?

comments (2) February 3rd, 2010 in Blogs

Justin Fink, Senior Editor

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Photo: Courtesy DeWalt

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If you were a major tool manufacturer, how would you go about entering a new category? By teaming up with one of the largest existing players in that market, of course.

Yesterday DeWalt announced that they are teaming up with Empire and releasing a new line of box levels this March. The press release makes no mention of accuracy, only noting that contractors are asking for levels that can stand up to a tough life on the jobsite, and boasting that their levels will be 250x stronger than competitive models.

But it begs the question...why?

- Why is Empire teaming up with DeWalt? They are both sold in Home Depot, so I can't see any gain in customer exposure. I find it hard to believe that DeWalt, maker of 800 different power tools and accessories, including access to the facilities used by Stanley, needed a factory that was set up for making levels?

Maybe Empire was struggling to survive in a market that's dominated by Stabila?

Maybe DeWalt recognized that there were only a few segments of the market left that they didn't have a stake in?

What do you guys make of this?

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Comments (2)

telephone writes: Dewalt seems to be interested in buying up all the competition. they are going to have all the American named tools under one roof soon. What a drag!
Posted: 11:27 am on March 31st