DEWALT, Empire Level end private-label partnership
August 16, 2011 | 12:07 am UTC

BALTIMORE & MUKWONAGO, WI--DEWALT, the leading manufacturer of industrial power tools and accessories, and Empire Level Mfg. Corp., the industry leader in developing accurate levels and measuring tools, announced today that they will end their partnership on the private label line of professional box levels that Empire Level licensed, designed and manufactured in 2010 under the DEWALT brand.

In February 2010, the companies launched the DEWALT levels in retailers nationwide after many months of development, and the products enjoyed strong sales success. However, the acquisition of DEWALT by Stanley Works (NYSE: SWK) in 2010, created an undesirable competitive situation, and both parties felt the best action moving forward was to end the partnership.

“We’re disappointed that this agreement didn’t work out as planned, but we certainly understand that a partner who becomes a direct competitor through acquisition is an untenable situation, and we’re pleased that an amicable resolution has been reached,” said Jenni Becker, President of Empire Level Mfg. Corp.
“Though we enjoyed working with Empire Level, we’re pleased that we were able to come to an agreement to exit our partnership, which pre-existed the acquisition and was no longer appropriate for either brand,” said Jennifer Ervin, Director of New Business Development, DEWALT. “Empire Level has been a great partner and we wish them well.”


DEWALT is a leading manufacturer of industrial power tools and accessories, including corded and cordless drills, saws, hammers, grinders, routers, planers, plate joiners, sanders, lasers, generators, compressors, nailers, saw blades, metal and masonry drill bits, abrasives, screw-driving accessories and more. DEWALT also works with a number of license partners, including Empire Level, a leading provider of accurate and durable measuring tools for the professional and end user. Through DEWALT’s partnership with Empire Level, the company provides valuable level tools for professional tradesmen in a variety of industries.

About Empire Level

Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. Empire employs approximately 300 people at its facilities in Mukwonago, Wisconsin.


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