Bully Tools, the Steubenville-based manufacturer known for its robust, American-made products, is ramping up its direct-to-consumer sales strategy while continuing to showcase the durability of its tools. The company’s marketing campaign, which boldly claims its products are “Built to be Bullied,” has gained attention, particularly on social media platforms like Instagram.
The brand’s founder and president, Mark Gracy, emphasizes the toughness of Bully Tools through a series of videos demonstrating the tools being used in extreme ways — including being run over by vehicles, bent out of shape as pry bars, and even used as monkey bars. These stunts are intended to prove that the tools’ integrity is unmatched, even under the harshest conditions. “All the things you’re not supposed to do with a shovel, we do, just to show we can do it,” Gracy said, before hanging from a shovel suspended by a forklift.
As part of its evolving business model, Bully Tools has placed increased focus on e-commerce, with sales through its website and major online retailers like Amazon, Walmart, and Home Depot now accounting for 50% of its revenue — a stark contrast to five years ago when its e-commerce platform first launched. Gracy notes that while retail partnerships with stores like Rural King and True Value remain, the company is increasingly prioritizing direct-to-consumer sales, with the added benefit of free shipping.
Despite this shift, Gracy reassures that Bully Tools will continue to manufacture all of its products in the U.S., specifically at the company’s facility in the Jefferson County Industrial Park. The company, which has been in business for 30 years, is committed to maintaining its American-made identity and has plans for expansion as demand continues to grow.
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