Top 500 retailer Tool King rebrands at Tonzof

September 12, 2014 03:08 PM

Adios, more or less, to Say hello to

Following up on rebranding plans announced last year, Tool King LLC, No. 487 in the Internet Retailer Top 500 Guide, has launched a mass merchant and e-marketplace site called Tonzof. Still in what the web-only retailer calls a “public beta phase,” the site carries not only tools but lawn and garden, electronics, automotive, hardware, sporting goods and other products.

The new site’s name stems from “tons of,” a Took King spokeswoman says, and reflects the expansive product selection for sale on the site. The son of founder CEO Don Cohen came up with the new name, she adds.

The retailer anticipates that it will that will grow from some 500,000 SKUs and $23 million in 2013 web sales to 2 million SKUs and about $200 million in sales by 2015, Cohen says. continues to operate as a niche site for tools and related products, Cohen says.

The retailer’s e-commerce plans also include expanding how it processes online sales for distributors. Tool King is expanding e-commerce technology services to help distributors grow online sales through multiple online channels, including third-party e-marketplaces like as well as through Tool King is the seller of record for all such sales.

“Tonzof is the online shopping destination for just about everyone,” Cohen says. “Our extensive selection currently spans more than 10 categories, and we’re adding new products and suppliers daily, without an end in sight.”

The retailer built the customer-facing side of on Volusion Inc.’s Mozu e-commerce platform. Cohen says his company uses its own proprietary Facilitail E-Commerce Solution to customize sites for distributors and provide order and inventory management. Tool King charges from $5,000 to $10,000 in first-year set-up and maintenance costs per site, Cohen says.

According to (, two other retailers in the Top 500 use Volusion for e-commerce platforms. Thirteen e-retailers in the Second 500 do so.

Cohen says he envisions the site offering an alternative to marketplaces operated by the likes of Inc. and eBay Inc. largely through the customization that suppliers can do for their online stores on Tonzof.

Cohen says the site’s full launch will take place within a month.







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