Rockler Revs Up Online Routing

Rockler Revs Up Online Routing

Woodworkers love their routers. This is not news to Rockler Woodworking and Hardware. In fact, it’s the reason they came up with, their newest online catalog.

Launched this past March, RouterMania is dedicated to all things router: the routers themselves, plus router tables, router bits and router accessories. An exclusive partnership with router manufacturer Porter-Cable adds to special offers and package deals, like a bundled P-C router and Rockler router table.

“We’ve built to be the most comprehensive one-stop source for everything woodworkers need for their router operations,” said Scott Ekman, Rockler’s director of Internet marketing. “We’re very pleased with the enthusiastic response to the site.”

Such enthusiasm includes comments like this one from a customer. “You cannot imagine my excitement when I saw the new Routermania Super Combo Plunge Router and Table Package. The package offers everything I want for about 50% of what I was prepared to spend. Best of all, as a package deal offered by Rockler, I have a higher comfort level that everything will integrate properly.”

A “deals” page on highlights featured products and sale prices, while a wish list feature lets woodworkers drop router-related hints or jog their memories.

RouterMania marks another expansion of Rockler’s retail outlets. Founded in 1954, the company also has a mail order catalog, a retail web site at, and 28 brick and mortar stores – with the newest one opening in Mesquite, Texas, this week.

“There’s a long tradition at Rockler of offering quality products to woodworkers. RouterMania is the latest way that we’ve found to appeal to woodworkers’ interests and meet their needs,” Scott said.


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