"a low-price tools brand"
Excuse me, but what? The Craftsman brand historically was a consumer premium brand, priced midway between tradesmen premium brands like Snap-On and consumer "hardware store cheap tools" -- Craftsman was never a low-price brand. Craftsman used to stand for quality, with a lifetime no-questions-asked guarantee wherein, if the tool fails for any reason, it will be replaced. Period. No questions asked, no receipt required. Quality. And men proudly used their father's or grandfather's tools.
I remember well when Craftsman moved hand tool manufacturing from USA to China. Clearly cost of production was lower, but prices didn't change. The company could pocket the difference... and that's just how it went, at least until the consumer wised up and realized what was happening : a quiet substitution of Chinese-made cheap products but keeping yesterday's premium price. Cheap tool at top-dollar price. Tradesmen are not fools -- they know when their tools are not holding up, and they're being cheated. So the consumer rightly felt cheated and abandoned the brand.
Sears broke the contract, and quickly lost the trust. In just a few years, they destroyed one of the most trusted brands which took 100 years to build. The brand was sold off, and now it's just another meaningless string of letters. Today, Sears is dead and gone, for many reasons just like this. Good riddance.