Apex Tool Group (ATG), the parent of professional hand and power tool brands including Crescent and GearWrench, has named Chris Keffer as its new chief executive officer and a member of its board of directors. Keffer succeeds Jim Roberts, who has led the company as CEO since 2016.
For the hardware and home improvement industry, the more interesting story isn’t the leadership change itself—it’s where the new CEO is coming from.
A STIHL Pedigree
Keffer joins ATG from STIHL Inc., where he served as president and CEO. At STIHL, he led a business with more than $2.5 billion in revenue and approximately 2,700 employees across North America, with full P&L ownership across categories ranging from handheld outdoor power equipment to mowers to the aftermarket business.
A few details from his STIHL tenure stand out. He oversaw significant expansion of the brand’s e-commerce platform, notable for a company long associated with its independent servicing dealer network. He delivered above-market growth over the past three years across STIHL’s core categories. And in 2023, his team earned the Ace Hardware Vendor of the Year award, a recognition that comes from one of the largest independent hardware cooperatives in the country.
That last detail matters more than it might look on paper. STIHL is well known in the industry for its independent-dealer-first channel strategy—the brand has historically chosen not to sell through big-box retailers, building its position through specialty dealers and independent hardware stores instead. A CEO who built his career inside that model knows the independent channel from the supplier side, deeply.
What It Means
For independent hardware retailers, this transition is worth paying attention to. A few angles:
- Watch the channel strategy. Apex Tool Group’s brands — Crescent, GearWrench, Wiss, Lufkin, and others — sit on the shelves of independent hardware stores across the country. A CEO who built his reputation in a channel-loyal, dealer-first business is unlikely to undervalue that distribution. Expect continued emphasis on the independent channel, possibly intensified.
- Expect digital and e-commerce acceleration. One of the recurring tensions for independent retailers has been keeping up with manufacturers’ direct-to-consumer plays and digital programs. Keffer’s STIHL track record on e-commerce expansion suggests ATG may invest more in digital tools, content, and dealer programs — work that, done right, supports independents rather than competing with them.
- The professional tool segment is consolidating attention. Between Lowe’s recent acquisition of Artisan Design Group, Home Depot’s ongoing SRS-led buying spree, and now leadership moves at major tool manufacturers, the pro contractor and pro-grade tool market is clearly where the strategic energy is going. Manufacturers are sharpening their leadership benches to match.
- Brand investment is a positive signal. Keffer’s stated priorities include accelerating growth, investing in innovation, and delivering differentiated solutions. For retailers who carry ATG brands, that’s a green light. New product, refreshed packaging, and stronger merchandising support are reasonable things to expect.
The Bigger Picture
Leadership changes at a private tool manufacturer don’t usually make industry headlines for long. But the choice of Keffer specifically — pulled out of one of the most distinctive independent-channel businesses in the entire outdoor power equipment industry — says something about where Apex Tool Group is choosing to compete.
Jim Roberts steered ATG through a decade that included supply-chain shocks, channel consolidation, and the rise of direct-to-consumer competitors. The next chapter, under Keffer, looks oriented toward growth, innovation, and a continued bet on the channel partners who built the brands in the first place.
That’s a bet independents should be ready to win.
Source: Apex Tool Group, June 2026.
