While it’s hard to imagine that anyone could bring anything new to the table in the TV mounts category, Suncraft Solutions, an OEM/ODM mounts supplier, is doing just that. The company will introduce and market its own line of mounts late next month by licensing the Stanley name, in hopes that it can capitalize on Stanley’s huge name recognition equity among DIYers of that tool brand.
Suncraft’s overeas parent has its own factories where it makes parts for the professional AV market, and does metal powder coating as well as industrial design, engineering and consulting for several high-end mount manufacturers. “We explored the upsides, downsides and metrics of the category for nine months,” explained Suncraft’s executive vice president and general manager, Michael Roach, “and our research showed there is really no ‘brand’ in the category, in that consumers know no names. The Stanley brand is synonymous with ‘do-it-yourself’ and synonymous with hardware. It’s iconic, and related with quality, trust and durability.” Roach said that the determination was made that in an assisted or an unassisted sale, in a choice between Stanley and ‘X’ brand, the brand would hold sway and increase attachment both to TV sales and, in stores that carry tools, to sales of tools.
The initial line will include 10 models that accommodate LCD/LED and plasma flat-panel TVs from 26 to 100 inches and weighing up to 220 pounds. They range in features from static, fixed-mount models to full-motion models, with cable management an included benefit in the full-motion variety.