Apex Tool Group names new chief executive officer
Apex Tool Group, a manufacturer of professional hand and power tools, appointed of Chris Keffer as chief executive officer and member of the board of directors.
Keffer most recently served as president and CEO of STIHL Inc. and succeeds Jim Roberts, who has served as CEO since 2016.
“Apex Tool Group has built an outstanding portfolio of trusted brands with deep customer relationships and an unwavering reputation for quality and performance,” said Keffer. “I am honored to join the company and excited to partner with the board and the talented ATG team to accelerate growth, strengthen our market position, invest in innovation, and continue delivering differentiated solutions for customers around the world. I believe the company is exceptionally well-positioned for the future, and I look forward to helping shape the next chapter of the business.”
At STIHL, Keffer was responsible for the brand’s strategic direction, commercial leadership, and P&L ownership with more than $2.5 billion in revenue and approximately 2,700 employees across North America. He oversaw the significant expansion of the brand’s e-commerce platform and go-to-market channels with independent servicing dealers, delivering above-market growth over the last three years across key categories including STIHL’s handheld outdoor equipment, mower, and aftermarket businesses, and earning the Ace Hardware Vendor of the Year award in 2023.
Prior to STIHL, her spent 27 years at Stanley Black & Decker in increasingly senior leadership roles spanning global brand development, product innovation, and commercial leadership across the company's Power Tools and Power Tools Accessories divisions. Keffer currently serves as an independent director of Trex Company and has past board-level experience with Outdoor Power Equipment Institute. He holds an Executive MBA and a Bachelor of Arts in communications from Loyola University Maryland.
“Chris is a highly accomplished operator with deep industry expertise, a global commercial mindset, and a proven ability to lead and scale world-class brands,” said Patrick Bartels, chairman of the Apex Tool Group board. “His extensive experience across the professional tools and outdoor equipment sectors, combined with his track record of delivering operational and financial performance and driving innovation and growth, makes him exceptionally well-positioned to lead ATG into its next phase. We are confident he is the right leader to build on the company’s strong foundation and capitalize on the significant opportunities ahead.”
Concurrent with Keffer’s appointment, Robert Raff, currently a member of ATG’s board of directors, will assume the newly created role of Non-Executive Vice Chairman. Raff will work closely with Keffer and the management team on the company’s strategic direction and drive execution across the business. Raff is a seasoned executive with more than 30 years of experience at Stanley Black & Decker, where he most recently served as chief commercial officer and chief marketing officer for Stanley Tools & Outdoor, following prior roles as global president of Stanley Security and Stanley Automatic Doors.
“We thank Jim [Roberts] for his long-time contributions to ATG,” said Bartels on behalf of the Board of Directors. “We wish him well in his future endeavors.”
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