SBD to sponsor NAEDA membership for 250 outdoor power equipment dealers
KANSAS CITY, Mo. — October 13, 2026 — The North American Equipment Dealers Association (NAEDA) is proud to announce a new Dealer Excellence Initiative with Stanley Black & Decker (SBD), designed to strengthen SBD’s outdoor power equipment (OPE) dealer network and help dealers deliver an even better customer experience.
Effective October 1, SBD is sponsoring NAEDA membership for 250 eligible OPE dealers. Enrollment will remain open through November 30, or until all 250 memberships have been claimed.
SBD is the first original equipment manufacturer (OEM) in the industry to make this type of direct investment in its dealer network through NAEDA membership and dealer development. The initiative reflects SBD’s commitment to ensuring its dealers have the advocacy, business resources, industry intelligence, education, and support they need to build healthy, sustainable businesses.
Dealers enrolled through the initiative will receive the full value of NAEDA membership, including advocacy and representation, Dealer Institute member pricing, business resources and best practices, benchmarking and industry intelligence, and access to future dealer-development opportunities.
As part of NAEDA’s continued investment in the OPE channel, NAEDA’s Dealer Institute will also offer complimentary quarterly training sessions for NAEDA OPE members. These sessions will focus on practical dealership-performance topics such as financials and chart of accounts, departmental operations, leadership, human resources, customer service, and marketing.
“Investing in this important segment of the OPE business reinforces our commitment to growth and industry leadership,” said Jason Mattern, President, Stanley Black & Decker. “A healthy and profitable dealer network is essential to helping end users access our full portfolio of products, along with the service and parts support they need. Through our partnership with NAEDA, we are helping strengthen the dealer channel and support the future of the industry.”
“Stanley Black & Decker is making a meaningful statement about the value it places on its dealers,” said Brett Davis, President and CEO of NAEDA. “By investing in NAEDA membership and dealer development, SBD is giving 250 dealerships access to resources, education, and a stronger voice in the industry. That is the kind of leadership that builds a healthier dealer network and a better experience for customers.”
This initiative sets a new standard for manufacturer-dealer partnership in the outdoor power equipment industry. With this investment, SBD is demonstrating a clear commitment to its dealers, their long-term success, and the customers they serve.
