Inspiration to provide woodworkers with a one-stop resource led Norton Rockler to start the Minnesota Woodworkers Supply Company in 1954. The small mail-order business provided products and equipment needed to finish woodworking projects. Proprietary products were first introduced in 1955. The company changed its name to The Woodworker’s Store in 1978 and later to Rockler Woodworking and Hardware in 1998. The company magazine, Today’s Woodworker, was first published in 1989. In the same year, the company established retail stores and released its popular wood finishing line of products. The first e-commerce website was launched in 1995 listing over 4,000 products. Famous TV personalities like Nord Abram began ordering in 2001 specialty hardware from the store. The 60+-year-old company was and is a family-owned enterprise. It works to bring innovative new products to the woodworking community. It emphasizes on green products sustainable through a natural recycling process. Customer service channels including telephone and live chat are set up operating between 7 AM and 8:30 PM from Monday to Friday and 8 AM to 4:30 PM on Saturday.
Rockler provides power tools, woodworking jigs, hand tools, turning tools, clamps, dust-collection equipment, sharpening tools, and workshop accessories. Project hardware including fasteners, slides, automation, and lighting equipment are offered. Customers can gather all sorts of woodworking supplies from the online store. New products in all categories are frequently released and offered at sale prices. The Outlet store lists products and branded tools at discounted prices with ratings and additional discounts on offer. Woodworking classes and demonstrations are organized at retail outlets. Other resources like how-to articles and woodworkers Journal provide up-to-date information released by top professionals. Free product demos are organized at schools to encourage participation. In partnership with the Hardwood Forestry Fund, the company participated in planting trees at a Pennsylvania School and recreational area in 2013. A further 10,000 trees were planted to celebrate of Earth Day in 2015. For its efforts in sustaining forests, the company received the 2014 Gifford Pinchot Award.
What makes Rockler unique?
Rockler has an active e-mail list providing access to lucrative offers and other benefits. Subscribers are entitled to a 10% discount on enrollment. Current promotions with promo codes are instantly sent to the e-mail list. The company has released a single dust hose kit adaptable with power tools on its catalog. It has added a unique lattice framework to the product list in 2015 providing additional work-table support. A portable saw was introduced with the innovative SawStop safety brake. A series of premium CNC machines were released in 2015. Woodworkers can suggest new ideas to the company and receive rewards when these ideas give rise to salable products. Free catalogs are mailed to potential customers on request.