Catalyzing Organic Growth

We have identified a series of catalysts that can help deliver above-market organic growth across our businesses.

Craftsman Launch


revenue growth potential by 2021

This iconic brand has been reborn, bringing over 1,200 reimagined and remade SKUs to life, including a new line of cordless power tools featuring our brushless motor technology. Craftsman complements our leading portfolio of global Tools & Storage brands, and greatly expands our Made in the USA offerings. We are looking to capture its significant organic revenue growth potential by accelerating innovation and expanding distribution channels, targeting approximately $1 billion in revenue growth by 2021. Early indicators are promising.



growth in global e-commerce in 2018

As our digital initiatives have taken root across our global enterprise, we have become a global e-commerce leader in the tools and storage marketplace. This is connecting us to end users and customers in entirely new ways, and helping to drive organic growth across the globe. And as our e-commerce partnerships with e-tailers and omnichannel customers continue to grow, we have only just begun to harness the power of e-commerce to transform our business in both the developed and the emerging markets.

Emerging Markets


organic growth over the past three years by our Global Emerging Markets business

Emerging markets are expected to provide the majority of global economic growth for the foreseeable future. Our activities here represent one of our largest organic growth opportunities. We continue to shift our commercial model to focusing on end-user solutions, as we strive to put the end user at the center of our ecosystem through innovative product offerings and new channel partnerships. We’ve experienced strong share gains by launching innovation in over 30 countries through STANLEY branded power tools targeted at the medium-price-point (MPP) market, which has historically been underserved by global tool manufacturers. Today, we are focused on the tradesperson with our MPP innovation, engaging more directly with our end users through expanded e-commerce channel presence, localizing design and production to “Make Where We Sell” and digitizing the business across the globe to transform our customer interactions and our supply chain.



FLEXVOLT tools by 2021

By the end of 2018, our FLEXVOLT platform included more than 30 tools. In the next three years, we expect to add approximately 20 more, as this revolutionary, power-of-corded battery penetrates deeper into the $2 billion corded and gas engine tools market. We are also exploring adjacent markets for this truly breakthrough technology.

Lenox Irwin Revenue Synergies


total revenue synergies by 2020

The Newell Tools acquisition brought us strong brands, a broader set of products and new channels. Consistent with our strategic growth framework, the acquisition is a highly complementary fit with our existing tools business. At acquisition, six geographic markets made up over 80 percent of sales for Irwin and Lenox, leaving significant geographic distribution white space opportunities across the globe. Our sales and marketing teams are working aggressively to capture this opportunity and we expect the revenue synergies between the Lenox and Irwin brands to reach $100–$150 million by 2020.

Engineered Fastening Making Gains

STANLEY Engineered Fastening leverages its engineering capability, broad product portfolio, expertise in assembly technologies, and deep customer relationships to develop highly engineered solutions for our customers’ fastening needs. As an example, this proven business model has enabled consistent fastener growth 300–400 basis points above global automotive light vehicle production. Our teams have developed product solutions that capitalize on key industrial trends, such as light-weighting and electrification. In addition, the business is well positioned to capture market share with local and regional OEMs in Asia, the largest and fastest growing market.

2018 automotive fastener growth 630 basis points greater than global light vehicle production