Marketing head highlights support and product development as company commits to creating an extensive portfolio.
Stanley is to continue investment in its brand after the company reported growth in half-year sales for the UK market.
Head of marketing, David Osborne, said a combination of multi-million pound brand support, end-user research and product development helped sales.
"The last couple of years have seen us embark on an extensive programme of new product investment and development, resulting in thousands of readily-available products across the market and hundreds of new ones introduced year-on-year," said Mr Osborne.
Examples of category development – via ' innovation, range changes, product enhancements, and a re-positioning of prices' – include screwdrivers, stapling, measuring, laser and storage ranges.
However acknowledging the current climate Mr Osborne added: "Clearly, the coming year(s) will set us all some tough challenges as consumers, professionals and corporates continue to justify their choices and expenditure.
"This is why we are committed to supporting the Stanley brand so that it remains empathetic for all audiences and why 2008 and 2009 will see us continue to invest in brand support and product development."