Craftsman Comfort Fit Tools

Sears has decided to play in the hot market for higher-end hand tools designed for women. While their website doesn't brand their new 'comfort fit' line as tools for women, the mailer I received makes it clear who they're aiming at...

Marketing aside, from the specs it looks like they're also aiming at the likes of OXO, who's done great things bringing usability and their signature comfort grip to folks who are casual users of hand tools.

Personally, I always thought that the manufacturers that branded their tools exclusively to women (I'm looking your way, Barbara K) missed an opportunity--there are plenty of guys who would be willing to invest in tools that were well designed and innovated with their designs. They just can't be pink or blue.

Craftsman might just be on to something...it will be interesting to see how they do.

Posted by Aaron on May 18, 2006 6:28 PM |

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