Battle of the Store Brands: How Ryobi, Craftsman, and Hyper Tough Reshape the DIY Power Tool Market

Stanley Black & Decker, which also owns DeWalt and Porter-Cable, has positioned Craftsman as a bridge between entry-level DIY tools and professional equipment. The current Craftsman V20 line was launched alongside the Lowe’s rollout, making it a much younger platform than Ryobi’s ONE+ system. While it cannot yet match Ryobi’s 300-tool count, the V20 lineup has rapidly expanded to over 100 products, focusing heavily on the "core" tools required for home renovation and automotive work.

The Craftsman V20 ecosystem is characterized by a clean, modern design and a focus on ergonomics. The lineup includes a robust selection of brushless motors, which offer higher efficiency and longer life spans than traditional brushed motors. For those tackling more intensive projects, Craftsman offers specialized equipment like sliding miter saws and high-torque reciprocating saws that rival the performance of more expensive brands.

One of the significant advantages of the Craftsman brand at Lowe’s is the retailer’s aggressive promotional strategy. Lowe’s frequently hosts "Buy One, Get One" events or battery trade-in programs that allow users to enter the V20 ecosystem at a very low cost. Additionally, Lowe’s continues to honor many of the traditional warranties associated with the Craftsman name, providing a sense of security for long-time fans of the brand. For consumers who prefer the shopping experience at Lowe’s over Home Depot, Craftsman represents a highly capable and reliable alternative.

Hyper Tough is Walmart’s budget-friendly option

The Economy of Scale: Hyper Tough’s Entry into the Cordless Market

For many years, Walmart’s Hyper Tough brand was primarily known for hand tools, bits, and basic corded equipment. However, in recent years, Walmart has made a concerted effort to compete in the cordless power tool market. Hyper Tough has emerged as the most budget-friendly option for homeowners who need a tool for occasional repairs rather than daily projects.

The manufacturing origins of Hyper Tough are less transparent than those of Ryobi or Craftsman. While we know Ryobi is a TTI brand and Craftsman belongs to Stanley Black & Decker, Hyper Tough is a proprietary Walmart brand. Despite the mystery regarding its factory of origin, Walmart stands firmly behind the products, offering warranties and customer support that have helped the brand gain traction among price-sensitive shoppers.

Hyper Tough’s strategy is built on extreme affordability. For the price of a single bare tool from a premium brand, consumers can often purchase an entire Hyper Tough kit, including a battery, charger, and a set of accessories. For example, a 12V project kit—complete with a drill and a 50-piece accessory set—often retails for under $40. Even stepping up to the 20V Max line remains remarkably inexpensive, with brushless drills frequently priced under $39.

The Hyper Tough lineup has grown to include approximately 100 tools across its 12V and 20V platforms. While the selection is thinner than that of its competitors, it covers the essential needs of most households: drills, impact drivers, sanders, and leaf blowers. Notably, the brand has begun introducing brushless technology into its higher-end 20V tools. This is a significant development for a budget brand, as brushless motors provide better power delivery and durability, suggesting that Walmart is looking to move the brand beyond just "disposable" tools and into the realm of legitimate DIY utility.