10 Year Analysis of Brands that Last in Home Improvement

Prepared by TraQline, Platinum Sponsor at HIRI's 2023 Home Improvement Insights Summit. Join us this September 27 and 28 in Chicago! Learn more and register to attend here.

The home improvement industry has experienced significant change within the last 10 years, impacting retailers and manufacturers, as well as the consumers buying their products. Shifts in how consumers shop, purchase, and acquire home improvement products lead organizations to continuously adapt their business models to meet market demand. While many of these changes were implemented to improve operations, there were others ' like finding new sources to correct supply chain issues that left consumers frustrated and questioning their loyalty.

As supply-chain problems begin to ease and shopping for home improvement products becomes increasingly more convenient with buying online and picking up in-store or curbside, what impact has this had on brand loyalty? Specifically, which brands have been on top the longest?

TraQline conducted a brand analysis of 225 home improvement products, tracked over the last ten years, to determine which brands maintained a leading market share position in the face of industry changes. Five iconic brands rose to the top: Craftsman, Stanley, Black & Decker, Dewalt, and General Electric. See below for additional key insights about each of these top brand winners below.

Thank you to TraQline for sponsoring HIRI's 2023 Home Improvement Insights Summit, happening September 27 and 28 in Chicago. Learn more and register to attend here.

Brand That Last In Home Improvement

#1 - Craftsman

Outperforming all others was Craftsman. Across all 225 categories, Craftsman earned top brand over 200 times in the last ten years.

• Craftsman held nearly twice as many number one brand spots as the next closest brand.
• Given the variety of tools manufactured for the home improvement industry by Craftsman, it comes as no surprise that the brand was number one at least once for 32 of the 225 analyzed product categories.
• Craftsman was consecutively the number one brand for 14 different products across all ten years (that comes out to 6% of the categories tracked!). Key products include air compressors, mechanics tool set, pliers (both individual and set), screwdrivers, wrenches, tool bag, toolbox, tool cabinet, and tool chest.
• For six additional products, Craftsman was the number one brand between 6 and 8 of the ten years analyzed.

#2 - Stanley

Stanley was the runner up for brands that last with 111 occurrences as top brand winner.

• Stanley held the number one brand position for ten consecutive years across nine different products including: chisel, hand saws, levels, measuring tapes, and utility knives.
• Stanley was number one at least once across 13 different products.

#3 - Black & Decker

Black & Decker had 108 occurrences for the number one brand spot.

• Black & Decker was the number one brand for ten consecutive years across five key products: cordless shears, hedge & line trimmers, jig/sabre saw, portable belt sander, power edger, and leaf blower.
• Black & Decker was number one at least once across 14 different products.

#4 - Dewalt

Dewalt came in fourth place among the contenders for brands that last with 96 occasions.

• Dewalt was the number one brand for ten consecutive years across six products: circular saw blade, drill bit, screwdriver bit, impact driver, power miter saw, and reciprocating saws.
• Dewalt was number one at least once across 23 products.

#5 - General Electric

Appliances are a key product category within the home improvement industry. General Electric (GE) was our fifth strongest brand overall in terms of frequency with a total of 78 number one instances.

• GE was the top brand for ten consecutive years across 6 products including cooking products, room ACs, freezers, & dehumidifiers.

There are many factors that go into why brands maintain consumer loyalty and share. From brands and stores considered to purchase drivers, TraQline Durable IQ tracks market insights that shed light on these factors ' for these five top brands and hundreds more.

If you would like more information on the brand loyalty insights available through Durable IQ, visit our site or send us a note at info@traqline.com. Furthermore, our team will be at the HIRI 2023 Insights Summit later this year, and would love to discuss these insights and more.