I wonder why ...

[Phil Pascoe]

Toolstation has deals on Stanley power tools, which look very nice (and are expensive enough, not cheap) but very nearly identical to DeWalt. I wonder where the sense in this is as they are owned by the same company?

 

[Jameshow]

I have a pair of Stanley fatmax drills good drills tbh.

Tight tradesmen and keen DIY I suppose - about the level of Ryobi and erabuer....

Better than budget DeWalt tbh but not as expensive as DeWalt pro range.

Even second hand they go for £60 each.

Cheers James

 

[Phil Pascoe]

So why didn't they just upgrade budget DeWalt? Stanley hasn't the cachet of DeWalt. It just seems unnecessary, avoidable duplication.

 

[Rorschach]

Yeah always thought that was rather odd.

 

[Noel]

So why didn't they just upgrade budget DeWalt? Stanley hasn't the cachet of DeWalt. It just seems unnecessary, avoidable duplication.

Recognition of brands. Ask the bloke in the street which sounds familiar: Stanley or DeWalt. I'd say Stanley would come out on top, their dad had a few Stanley tools, they must ok.

 

[Rorschach]

Recognition of brands. Ask the bloke in the street which sounds familiar: Stanley or DeWalt. I'd say Stanley would come out on top, their dad had a few Stanley tools, they must ok.

DeWalt has just as much reach as Stanley in that regard, it doesn't have the nostalgia of course but it has something better, elite appeal, it's the tool used by "real" workmen rather than Stanley which is something their dodgy DIY dad used.

 

[Phil Pascoe]

Recognition of brands. Ask the bloke in the street which sounds familiar: Stanley or DeWalt. I'd say Stanley would come out on top, their dad had a few Stanley tools, they must ok.

Yes, but that's an amateur market, and the Stanley stuff is more expensive in some cases than the DeWalt - the circular saw, DeWalt £100 Stanley £150. It seems a peculiar bit of marketing to me.

 

[Doug B]

Surely it’s just to corner the market a little, joe public more than likely don’t know who owns both brands so you’ve twice the chance of getting a potential customer.

It’s only like Travis Perkins, why do they need more than one plumbers merchants brand they have a PTS & City plumbing branch both in walking distance of me.
They have also just open a second Toolstation store about a mile away from their first, seems daft to me why not open one the other side of town but there must be good reason for it

 

[Terry - Somerset]

Branding to capture different segments of the same market to increase sales whilst sharing components, designs, manufacturing facilities etc etc is nothing new - eg:

In the car business Seat, Skoda, VW, Audi and Bentley are all under common ownership.

Clothing - Arcadia - Burtons, Miss Selfridge, Evans, Topman, Topshop, Dorothy Perkins

Most of the products we buy as consumers are made by a very limited number of groups. In the power tool business it is estimated that ~48% of all tools are made by just 5 groups.

We reward with money and power those who are commercially successful. So the drive to dominate markets through exploiting brands and sharing costs across an ever wider cost base is an inevitability. Not saying whether this is good or bad - just unavoidable!

 

[Phil Pascoe]

It would be a bit odd if Seat brought out a copy of an Audi and tried to sell it for a lot more than the Audi it copied, though, wouldn't it? I could understand the apparent duplication if the Stanley were pitched below the DeWalt, but not in a much higher price range. I really can't see what they're hoping to achieve.

 

[paulrbarnard]

It would be a bit odd if Seat brought out a copy of an Audi and tried to sell it for a lot more than the Audi it copied, though, wouldn't it? I could understand the apparent duplication if the Stanley were pitched below the DeWalt, but not in a much higher price range. I really can't see what they're hoping to achieve.

Don’t Audi do that with the Seat though…

 

[Phil Pascoe]

You expect it in that direction but not the other.

 

[Jameshow]

Stanley drills are often discounted more than DeWalt by the likes of b and q and to make profit they sell the additional tools above usual cost???

Cheers James

 

[danst96]

Clothing - Arcadia - Burtons, Miss Selfridge, Evans, Topman, Topshop, Dorothy Perkins

didnt work to well for Arcadia, they are dead.

 

[RobinBHM]

So why didn't they just upgrade budget DeWalt? Stanley hasn't the cachet of DeWalt. It just seems unnecessary, avoidable duplication.

I’ve just bought a dozen Stanley tool boxes from them, the pro stack range, which is identical to the dewalt Tstak.