Apex to be Rebranded As Crescent Apex, Joining Others from Apex Tool Group
You may remember a while back that Apex Tool Group made the decision to bring several brands under the Crescent umbrella. Now Apex is joining that group to be rebranded Crescent Apex.
The Crescent Apex side of ATG’s business primarily focuses on hand tools and tool accessories, like U-Guard bits that help prevent damage to installed hardware and materials.
Here’s what the entire Crescent group currently looks like:
- Crescent Tools
- Crescent Lufkin
- Crescent Wiss
- Crescent Nicholson
- Crescent H.K. Porter
- Crescent Jobox
- Crescent Apex
What Apex Says
“The APEX brand’s legacy as a category leader in fastening is at the core of this decision. The fastening innovation we’ve spearheaded in the assembly manufacturing space is carrying into the construction market. With Crescent’s deep connection to professional tradespeople, we are combining our efforts and delivering superior power tool accessories from a brand they trust.”
– Griffin Biering, global marketing director at Apex Tool Group
What’s nice about this kind of rebranding is that it makes brand recognition easier for consumers. It’s easy to get lost in the long list of tool brands and it’s often surprising to find who owns who in this industry.
Using the Crescent name to connect each of the brands to each other, it helps make it clear that each of these brands is beneficial to tradesmen. Crescent Apex is still likely to enjoy its wide range of industrial relevance, though.
Still, the Apex Tool Group is much larger than just these 7 brands. You still have other major tool names out there that aren’t under the Crescent name.
- Sata (hand tools and storage)
- Weller (power tools, hand tools, and storage—includes Xcelite and Erem brands)
- Campbell (chain and fittings)
- Cleco (production power tools)
- Gearwrench (hand tools and storage)
- Jacobs (chucks and accessories)
What do you think—is this new branding helpful as you’re making tool purchases? Let us know in the comments below!
