Irwin has announced a new line of Strait-Line tape measures, in 16′, 25′, and 35′ sizes.
Notable features include a finger brake for retraction control, extra large hook, extra large number markings, double-sided markings, and a reinforced housing that can withstand drops of up to 80′ onto packed soil.
The online product descriptions add that there’s an additional 6-inches of tear protection near the hook.
Irwin says that these new Strait-Line tape measures are built from the ground up for the hardworking tradespeople who build our homes and infrastructure, keep the lights on, and keep our water flowing.
All 3 sizes have a 1-1/4″ blade width.
The 25′ and 35′ tape measures are advertised as having 17′ of reach, and 16′ for the 15′ model for obvious reasons. We understand “reach” to mean “max standout plus 3 feet.”
Pricing is said to be $17.98 to $39.98, depending on size.
Irwin also adds that their Strait-Line product family with expand further, with new chalk reels coming this winter.
Pricing and Availability
Pricing is accurate as of the time of this posting.
16′ (IWHT39391S): $19.88
25′ (IWHT39393S): $25.98
35′ (IWHT39395S): $35.98
25′ 2-pack (IWHT39396S): $44.98
Discussion
Irwin, a Stanley Black & Decker brand, is not new to the measuring and layout market, and these are not their first-ever Strait-Line tape measures.
However, unless I am mistaken, these are Irwin’s first new tape measures under Stanley Black & Decker ownership.
As readers might know, Dewalt and Irwin are both Stanley Black & Decker tool brands.
I have really been liking Dewalt’s new Tough Series tape measures, and I found their Atomic tapes to be appealing enough to buy a couple for testing. If Stanley Black & Decker engineers designed these new Irwin tapes to be on-par or close to those Dewalt tapes, this could be the start of big things to come for and from Irwin.
Lowe’s pricing seems a bit high at the moment, and I would bet we might see promotional pricing in a couple of months as the winter holiday season nears. Or, at least that’s what I am expecting.
Dewalt can sell 16′, 25′, and 35′ tape measures at $23, $29, and $40 respectively at Home Depot. Can Irwin sell the same size of Strait-Line tapes for $20, $26, and $36, respectively at Lowe’s?
