Irwin Repositions Tool Brands

July 11, 2003
Irwin Industrial Tools, Huntersville, N.C., is positioning Irwin as the primary brand for seven sub-brands. Each of Irwin’s sub-brands will retain its name while sharing a common Irwin identity.

Irwin Industrial Tools, Huntersville, N.C., is positioning Irwin as the primary brand for seven sub-brands. Each of Irwin’s sub-brands will retain its name while sharing a common Irwin identity. The brand portfolio will also include products marketed exclusively under the Irwin name. Irwin’s sub-brands include: Irwin Vise-Grip: (wrenches, clamps and pliers); Irwin Marathon: (saw blades); Irwin Quick-Grip (clamps); Irwin Speedbor (wood-boring bits); Irwin Strait-Line (marking tools); Irwin Unibit (step-drill bits); and Irwin Hanson (taps, dies and extractors). “Our intent is to continue to build very strong user-preferred brands, supported by new products and aggressive marketing,” said Jim Roberts, group president, Irwin.

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