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.”