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Craftsman brand owner sues Sears over new line

March 08, 2019 / Corinne Ruff

Stanley Black and Decker — a global tool manufacturer that sells under multiple brands including Craftsman — is suing Sears for the alleged breach of a trademark license agreement related to the iconic Craftsman brand."The longer the Craftsman Ultimate Collection is permitted to be advertised, marketed and commercialized by New Sears, the greater the harm that this unlawful sub-brand will impose on the reputation, value and prestige of the Craftsman brand in the marketplace and on Stanley's ability to control its brand in the future," according to the lawsuit.This move is in response to Sears' release last month of the Craftsman Ultimate Collection, a tool set deeming Sears as "the real home" of the brand. Given Stanley sells Craftsman products through other channels, including other retailers like Lowe's and Ace Hardware, the company is arguing that the marketing could lead consumers to believe that Craftsman products sold outside of Sears are illegitimate.