About BLACK+DECKER
Since 1910, BLACK+DECKER (opens in a new tab) has been at the forefront of DIY and home products innovation, helping people around the world turn houses into homes. Now part of Stanley Black & Decker, the brand offers tools, outdoor equipment and home products designed to make DIY and everyday tasks easier at home, in the yard and beyond. To keep pace with how and where customers now shop, BLACK+DECKER is expanding its marketplace presence with Mirakl Connect (opens in a new tab).
For BLACK+DECKER, the marketplace opportunity was clear: extend the brand’s reach, broaden its assortment and meet customers wherever they shop. The brand is currently active on four marketplaces, with two running through Mirakl Connect. It plans to bring its remaining two marketplaces onto the platform by the end of the year, giving the team one centralized operating model for its marketplace business.
2
Marketplaces managed via Mirakl Connect, with plans to double by year-end
245%
SKU growth via the Lowe's marketplace
The challenge: How do you move at marketplace speed inside a complex enterprise?
BLACK+DECKER saw marketplaces as more than another distribution channel. They offered a way to expand the customer base, bring more assortment online than a store shelf could support and meet shoppers wherever they were looking.
The challenge was building the operating model to support that opportunity. Each marketplace requires product content and data in a different format. The team needed to move quickly without pulling resources from across the organization. At the same time, a major seasonal deadline was approaching. The catalog had to be structured and the right processes in place before the holidays, not assembled in a rush once November arrived.
BLACK+DECKER needed a way to bring marketplace operations in-house, centralize the work and create a foundation it could scale.
Marketplace is a significant opportunity for our business. We see it as the extended arm of our business — expanding the reach of our customer base, broadening our assortment and meeting our customers where they are. Having partners like Mirakl allows us to bring it in-house and centralize that business in an efficient way. — LaToya Townes, Senior eCommerce Business Manager, Stanley Black & Decker
Why BLACK+DECKER chose Mirakl Connect
BLACK+DECKER needed more than a way to launch on Lowe’s. It needed a repeatable way to operate and scale across marketplaces without adding another layer of complexity.
Four priorities shaped the decision:
- Bring the marketplace business into one connected hub: Mirakl Connect helps BLACK+DECKER centralize marketplace operations, establish repeatable processes and maintain a clear view of performance across channels.
- Make one catalog work across every channel: Each marketplace has its own requirements for content and product data. Mirakl Connect helps the team transform and structure its catalog once, then deliver the right information to each marketplace.
- Use AI where the work is most manual: Early adoption of Catalog Transformer and content recommendations helps the team bring products live faster and improve the quality of marketplace listings.
- Scale the opportunity, not the team: Centralized operations and AI-powered tools allow a nimble team to move quickly without pulling resources from other parts of the organization.
Getting our catalog up and running, structured, and all the processes dialed in before the holiday season was everything. It allowed us to focus on execution rather than trying to scramble and get things done by November — to capitalize during the holiday season rather than survive it. — LaToya Townes, Senior eCommerce Business Manager, Stanley Black & Decker
The results: From seasonal scramble to repeatable marketplace growth
By centralizing its marketplace operations with Mirakl Connect, BLACK+DECKER moved from managing individual channel requirements to building a model it can repeat and scale.
The impact is already visible in the brand’s expanded assortment, growing marketplace momentum and confidence to add more channels.
- More assortment, more opportunity: BLACK+DECKER has grown its SKU count 245% through the Lowe’s marketplace, creating a stronger revenue opportunity for the business.
- Peak season became a moment to capture, not survive: With the catalog structured and processes in place ahead of the holidays, the team could focus on execution, optimization and performance rather than last-minute setup.
- One operating model for more channels: The move from two marketplaces on Mirakl Connect to four will give BLACK+DECKER one centralized foundation for continued marketplace expansion.
- A stronger way to reach customers: Marketplace-specific assortment helps BLACK+DECKER reach shoppers and meet product needs that cannot always be addressed through traditional retail channels.
- Enterprise reach with a nimble operating model: Centralization, Catalog Transformer and content recommendations help a focused team move faster without drawing resources from across the organization.
With Mirakl Connect, we've been able to grow our SKU count significantly through the Lowe's marketplace. Knowing that we can multiply our channels through this platform gives us the confidence to continue to scale this business. Since centralizing through Mirakl Connect, we've seen real momentum in scaling our marketplace business. — LaToya Townes, Senior eCommerce Business Manager, Stanley Black & Decker
What's next for BLACK+DECKER
BLACK+DECKER plans to bring its remaining two marketplaces onto Mirakl Connect by the end of the year, giving the brand one centralized operating model across every channel.
With that foundation in place, the team can focus on what comes next: expanding the playbook to other brands in the Stanley Black & Decker portfolio, deepening its marketplace assortment and using retail media to give those products even more visibility.
The goal is not simply to add channels. It is to create a scalable marketplace business that helps BLACK+DECKER reach more customers, respond to demand faster and grow with greater control.
