Though it can legitimately claim status as an American institution, verteran department store and catalog retailer Sears Roebuck & Co. may be waving the flag too vigourously in efforts to boost sales of its popular Craftman Tools line. A class action have benn filed on behalf of several tool buyers who allege that Sears conducted false advertising and consumer fraud by proclaiming that its Craftsman tool line is "Made in the USA." The suit alleges that promotions in ads, the Sears website, on signs and labels that Craftsman is "Made in the USA" led consumers to purchase the tools out of a sense of patriotism. Consumers were also led to believe that Craftsman is of high quality because it is "Made in the USA." Pictures attached to the complaint clearly show metal parts from Austria, Denmark, China, India and Mexico on Craftsman tools boldly labeled as "Made in the USA."

"Craftsman and Sears enjoy the goodwill of American consumers who have been led to believe Craftsman is 'Made in the U.S.A.' Sears has falsely touted Craftsman tools as 'Made in the USA' when the Federal Trade Commission has issued guidelines stating that such a claim is proper only where all or substantially all of the product is U.S.A. made. Sears Craftsman is misleading consumers by invoking that claim," said Barbara J. Hart, attorney for the tool buyers.
The suit seeks financial and other damages on behalf of the class.