Rebranding is an important strategy to remain competitive by reaching a new audience
Opening your product to new markets is a key strategy for producing more sales. In the 20th century, the largest retail powerhouse was Sears. Of the ten rebrands Millers Falls is associated with, five are under the Sears domain. Millers Falls also used an in-house rebranding line for their tools in the 1930’s and early 1940’s. The Mohawk Shelburne line was introduced to attract both the professional and homeowner to a quality tool at a lower price point. This same strategy was used under the Ingersoll Rand umbrella with the P&C and Proto lines. Rebranding has always been an effective strategy for increasing sales.
Craftsman Line
Starting in 1933, Millers Falls would supply tools to Sears using the finest materials and workmanship under the Craftsman name.
Fulton Line
Millers Falls was contracted to provide planes sold under the Fulton brand as early as 1931.
Dunlap Line
Starting in 1937, Sears would reorganize their tool brands by replacing the Fulton line with the Dunlap line.
Merit Planes
From 1929 to 1932 Sears sold the Merit line of tools. Both Sargent and Millers Falls would provide the planes sold under the Merit name.
Sears Planes
When Sargent ceased production of planes in 1964, Millers Falls released two planes with the Sears brand replacing the Dunlap brand.
P&C Planes
Both Millers Falls Co. and P&C Tools were acquired by Ingersoll Rand. Under the same parent company, Millers Falls tools were marketed under the P&C brand.
Proto Planes
By 1964, Ingersoll Rand controlled Pendleton Tool, Proto, P&C and Millers Falls In the 70’s Proto sold Millers Falls tools under the Proto name.
