Hitachi Power Tools became Metabo HPT, and now so is Metabo. It’s official, Metabo has been renamed to Metabo HPT in North America.
Metabo is now Metabo HPT.
We knew this was coming – see Metabo is Becoming Metabo HPT.
The company says that this transition “marks the next step in the company’s global strategy to unite its power tool brands under a single, stronger identity.”
The head of Metabo HPT’s North American business unit also said “this is about aligning our North American brands to make it easier for customers to identify and trust the tools that work as hard as they do.”
They say that Metabo batteries will “continue to be supported and available for the foreseeable future,” and that “new cordless tools introduced under the Metabo HPT name will operate on the Multivolt system.”
So much for the Cordless Alliance System (CAS).
Customers wouldn’t have any problems identifying the two brands from each other if Hitachi Power Tools became Hikoki, which it’s known by outside the USA. Or even HPT.
There would be no confusing Metabo and HPT. But Metabo HPT?
So now they’re doubling down and the Metabo 18V cordless power tool system is being discontinued – but only in North America. Because… to avoid confusion?
I guess Metabo HPT pulled ahead and Metabo hasn’t been gaining popularity, and so goodbye it goes.
They’ll make Metabo batteries available for existing customers, but I guess that’s the end of the road for Metabo 18V.
Both brands, Metabo and Metabo HPT, have been owned my KKR, a private equity firm for over 8 years now. The acquisition was made around 2 years after Hitachi acquired the Metabo brand.
I can’t help but wonder if this is all maneuvering by KKR to sell the company. KKR was one of the investors that sucked the life out of Toys R Us. Coincidentally, Toys R US filed for bankruptcy protection in 2017, the same year KKR acquired Metabo and Hitachi Power Tools.
Looking around online, I found news reports that KKR did try to sell Koki Holdings, the group that consists of Metabo and Metabo HPT, a few years ago, but nothing moved forward.
Bain Capital, which was another one of the investment companies that owned Toys R Us, reportedly failed in their attempts to sell Apex Tool Group, which consists of Gearwrench, Crescent, and others. According to recent communications to vendors, Apex Tool Group was essentially surrendered to their debtors in a deal that sounded a lot like asset forfeiture.
Now we have Metabo gone and their few corded tools rebranded as Metabo HPT.
The USA and North America has essentially been cut out of Metabo’s 18V cordless power tool platform the broader CAS ecosystem that never really took off here either.
Why is this good for consumers? Oh, that’s right, to make it “easier for customers to identify and trust the tools.”
None of this makes much sense to me anymore, and when that happens, “corporate maneuvering” is usually the underlying strategy.
Don’t worry, this is good for us. Somehow. Right? RIGHT?!
I like the folks over at Metabo/Metabo HPT.
But I can’t shake the feeling that Emperor Palpatine is moving pieces around behind the scenes to maximize not necessarily profits, but value.
According to online reports, KKR’s attempts to sell Koki Holdings fell through because potential buyers “couldn’t match KKR’s value expectations.”
That’s what happened to Bain Capital with Apex Tool Group too.
Also, remember what Bain did with ATG? They closed Armstrong Tools and Allen and then consolidated everything else into just a few brand names.
I like Metabo HPT as a brand, and Metabo too, and am worried about the direction things are headed.
Here’s the big question. Are things any different for the brands since they were acquired by KKT over 8 years ago? Did they gain market share in the USA? Elsewhere?
What else is in store for the brand, after Metabo fades away and all that is left is Metabo HPT?
And yet I also wonder – maybe this could be a good move for the brand. Brands? What if Dewalt absorbed Porter Cable years ago, rather than letting the brand wither away from neglect?
Am I being too critical, with unjustified concern?
I’m unconvinced that this is a simple rebranding. What’s happening is Metabo is being sunset in the USA. Goodbye Metabo 18V and goodbye CAS. But at least some Metabo corded power tools will be available under Metabo HPT branding and a brighter shade of green.
Is this good the brand(s), and is it good for North American tool users? Or is it good for KKR, the private equity firm that owns Metabo and Metabo HPT?
On that note, the brand had few discounts and promos for the holiday season, with the two biggest deals being a basic miter saw for $99 and a cordless brad nailer kit at the same price. It’s going to take a lot more than that to grow the Metabo HPT MultiVolt cordless power tool system.
With any luck, maybe Metabo HPT will take the place of Flex at Lowe’s. I say this because Flex’s 24V cordless power tool line seems to be exiting Lowe’s stores, leaving a hole.
Recent private conversations have me almost convinced that Bosch has been doing things to court Lowe’s, which wouldn’t work out well for Metabo HPT.
These are very interesting times.
What bothers me bit is the answer to this question: does anyone care that Metabo is disappearing in the USA? At least some corded tools will be added to Metabo HPT’s lineup. Is anyone upset that the Metabo cordless power tool systems going away?
I doubt it, given the relatively low popularity. Isn’t that the problem, that the brand hasn’t done much to boost their popularity over the past few years? Nah, consolidation and simplification is probably the right answer, as the private equity-owned company seems to believe.
