James Brand has released its latest knife-based multitool, fleshing out a branch of their offerings that until now had consisted of a single model. The Helton takes the minimalist approach to deliver additional utility while still remaining lightweight and thin.
Knife-based multitools, as a genre, are built really upon a single company, and that’s Victorinox (there used to be two companies working regularly in this space, but eventually Wegner was acquired by its competitor). When knife companies begin exploring the realm of the multitool, more often than not they follow in the footsteps of Leatherman and the plier-based MT concept. But every so often one company or another will try the knife-based format instead, as James did several years ago with the Ellis, a very minimalist knife-based multitool with a nonlocking blade and a pair of scissors.
I understand the James Brand much more than I used to. Their outreach/marketing strategy is unique, but it appears to be working for them. Rather than compete for a share of the existing knife market, they are trying to grow their brand outside of it, and expand the customer base as a result.
Read the whole thing at KnifeNews.com
James Brand’s Latest Release is the Helton, a Knife-Based Multitool