A Brief History

PORTER-CABLE began early in the 20th Century (1906) and was a direct result of fulfilling the American Dream. For the company, the principal had one goal in mind: to provide quality tools and products that made the work of journeymen and professional craftsmen easier. The tools were of the highest quality and reliability. It was not uncommon for a single power tool to cost a month’s wages. The added production and efficiency afforded by the innovative offerings made this a relatively easy sale. Tasks that once took weeks or months were now reduced to hours or days.

DELTA and PORTER-CABLE have common roots that date back to 1960. This was the year PORTER-CABLE and DELTA became a part of the same company. The combination of PORTER-CABLE and DELTA gave the company a wealth of patents and combined intellectual property from over 50 years of excellence in woodworking power tools.

Toward the end of the 1980s, there were various joint projects between the DELTA and PORTER-CABLE brands. Both brands have long been the leaders in their respective categories of stationary and bench top woodworking equipment and portable woodworking power tools. By the end of the 1990s, both companies became more closely aligned by sharing the same manufacturing and distribution facilities in Jackson, Tennessee.


Considering the long history and association of the brands, there is a lot of practical worth to utilize each brand’s marketing channels as a new conduit to communicate with the other’s customer base. Market research shows that both brands are equal in relation to market position. Since there are no competitive product categories between the two, there are no loyalty conflicts to arise from brand loyalists.


  • PORTER-CABLE and DELTA have been sister companies for nearly 50 years.
  • Both brands have been closely affiliated for nearly 20 years.
  • Both are brands of long-standing heritage in excellence.
  • Both are number one in their respective product categories.
  • Both brands compliment each other and do not compete.
  • Both have been tightly integrated in the same facility for almost 10 years.


One term that gets used a lot in business is “synergy.” This is one instance where the term truly applies. The definition applicable here would be the efforts of two parts combined having a greater impact than the efforts of two parts acting independently. This is truly the desired result in this endeavor. By making marketing activities a joint endeavor and leveraging the influence of each brand, we will be able to greatly increase the number of impressions and exposure of each brand. It is a fact that anyone who is a potential customer for table saws will also be in the market for random-orbit sanders and vice versa. Utilizing the same communication channels will help to ensure each brand’s message is received by a much larger audience.