Hand Tool Industry Leader Selects SFW as Agency of Record

SFW and Channellock, Inc. to Build Brand for the Next Generation

Greensboro, N.C. (March 27, 2017) – Channellock, Inc. a 131-year-old plier and hand tool manufacturer has selected SFW, a Greensboro-based, full-service marketing agency, as their agency of record in a two-year deal signed in early March. The engagement will include research, strategy, digital, social media, public relations and creative, with a focus on continuing to build the Channellock brand for the next generation of tool users.

“We chose SFW based on their depth of industry experience,” says Ryan DeArment, vice president of sales and marketing, Channellock, Inc. “They have this heritage of hardware expertise that’s been passed down from generation to generation that we’re excited to tap into.”

Since the agency’s inception in 1984, SFW has focused on the home improvement and hardware industry. Founder George King came from a background at Black and Decker where he worked in everything from merchandizing and sales to executive management. Since then, the full-service agency has maintained an impressive 94 percent success rate in product line reviews for their clients, successfully selling into big box retailers like Lowe’s and The Home Depot on behalf of clients including Empire Tools, Char-Broil® and Olfa.

“There’s a unique chemistry between the companies, being that we’re both family businesses,” says Ged King, CEO, SFW. “There’s a synergy there that’s rare in partnerships in this industry.”

“We’ve been a family-run business for more than 130 years, so it seems only natural to partner with another family-run business to bring us into the next generation,” says DeArment. “SFW approached us with a fresh perspective that we think will have a lasting, positive impact on our business, and we’re looking forward to an exciting partnership.”

About SFW
Founded in 1984, SFW is a results-driven marketing agency fueled by research-based insights and boundless creativity with offices in Greensboro and Raleigh, NC. One of the fastest growing B2C & B2B marketing agencies in the country, SFW has partnered with both regional, national and international brands across a wide range of categories—consumer goods, education, medical, industrial and more. SFW’s unique business model and structure connects research, strategy and creative to engage consumers where and when it matters most for their clients. Some of SFW’s current clients include Fruit of the Loom, Coastal Shower Doors, Channellock Inc. and Kindermusik International. To learn more about SFW, visit www.sfwresults.com.

About Channellock, Inc.
Channellock, Inc. is a worldwide leader in the manufacture of high-quality pliers and assorted hand tools, including the iconic, American-made CHANNELLOCK® tongue-and-groove plier, which can be found in hardware stores, retailers, toolboxes and workshops around the world. Founded by George B. DeArment in 1886, the Meadville, Pennsylvania-based company is now in its fifth generation of family ownership and operation. For more information on CHANNELLOCK® products, the company’s rich history, sales contacts and current news, visit www.channellock.com. To stay connected with Channellock, Inc., like CHANNELLOCK® on Facebook, join CHANNELLOCK® Nation or follow CHANNELLOCK® on Twitter and Instagram.

Contact: Brittany Matters
Public Relations Project Manager