![]() ![]() But Milwaukee Tool and TTI North America are functionally separate, making intervening action highly unlikely. Is it possible that those Ridgid 18V Octane tools were too good, to where they were affecting Milwaukee Tool M18 sales? Sure. The breakdown is unknown this figure includes revenue for all of TTI’s products sold to their largest customer. Their largest customer – presumably Home Depot – accounted for $6.28 billion in revenue. Their five largest customers accounted for approximately 59.1% of the Group’s total revenue.įor the same period, TTI’s total revenue was reported as $13.2 billion, $10.2 billion of which came from North America. Home Depot is these two brands’ exclusive customer.įor the year ending December 31, 2021, TTI reported that the Group’s largest customer accounted for approximately 47.5% of the Group’s total revenue. If sales start off flat or diminish over time, they try something else. I could be wrong, but everything I know about the retail industry suggests that if a product family or sub-line doesn’t sell well enough in a test period, Ryobi and Ridgid switch directions. Ridgid had standard 18V batteries, then Hyper Li, Hyper Octane, and now “Max Output.” Ryobi had 18V High Energy, now they have standard and 18V One+ “High Performance” batteries. They then launched/re-launched what looked to be the same exact saw in 2021. ![]() It was temporarily out of stock for a very long time. Readers kept asking about its availability, and Ridgid told me it was temporarily out of stock. After that, it went out of stock for long stretches. It was spotted on clearance later that same year. Ridgid launched an 18V miter saw in 2016. Ryobi and Ridgid have proven to be incredibly market-responsive over the years.īoth brands went in the direction of power and performance at value pricing, and then backtracked to launch compact and lightweight tools, such as under Ryobi 18V HP and Ridgid 18V SubCompact product lines. If Ridgid’s Octane tools were selling incredibly well at Home Depot, so much so that they were taking away from Milwaukee M18 tool sales, would either Home Depot or TTI really say “hold on, these tools are too good?” Was Ridgid Octane “encroaching” upon Milwaukee’s sales? I doubt it. “What happened to Octane?” is the type of question most tool brands would be unlikely to answer. ![]() I have never received an official explanation about why Ridgid discontinued their 18V Octane line. If Ryobi or Ridgid seek to launch a new cordless power tool product, and Home Depot says “sorry, we don’t want that at stores,” will they still proceed? Maybe, if it can still exist as an online-only product. If there’s no room for it at Home Depot, will they still proceed with its manufacture and sale? Yes. Let’s say that Milwaukee Tool launches a new cordless power tool product. Milwaukee Tool’s products are not, although there are some promotional SKUs specific to the retailer. Ryobi and Ridgid cordless power tools seem to be marketed in a “good and better” type of arrangement, as they are developed and managed by the same company.īut, keep in mind that Ryobi and Ridgid’s cordless power tool lines are exclusive to Home Depot. Some brands do have “good, better, best” tiering between their different brands, with Stanley Black & Decker’s brands – such as Craftsman and Dewalt – marketed in such a manner. While possible, I do not believe this to be accurate. The idea is that Ridgid Octane was too good and was affecting Milwaukee Tool sales. That said, the decision was made to pull the plug. Once Octane was released, with all of its power, apparently TTI began to notice that Milwaukee sales started to dip (not plummet) and Octane was the reason. Perhaps Stuart can step in and clarify if what I mention seems to be incorrect.įrom all of the articles I read, what was said is that TTI wanted Milwaukee to be their flagship brand, Ridgid their “Mid Grade” and Ryobi their entry level. I have read this on a couple different occasions and it makes sense, I do not know this for a concrete fact. However, Ryobi and Ridgid cordless power tool development and marketing is handled by TTI North America (which also goes by One World Technologies), and Milwaukee develops and markets their own tools.įrom how I understand things, Milwaukee Tool is functionally independent.Ī reader recently commented about Ridgid’s discontinued line of 18V Octane-family cordless power tools. After all, they are all within TTI’s corporate umbrella. It seems to be common belief that Ryobi, Ridgid, and Milwaukee cordless power tools are marketed in a “good, better, best” type of tiered arrangement. It’s actually a bit complicated than that (Emerson owns the Ridgid tool brand) – see Tool Brands: Who Owns What? A Guide to Corporate Affiliations for more details. ![]()
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