Montgomery Ward's business life seems to have been somewhat erratic and tumultuous, its no surprise that policies changed surrounding their tool brand names. Wards is a simple enough name, Riverside was used for the motorcycles, it was also used for a line of wrenches. Lakeside seems to be a natural after that. Other private-label brands included "Chromium Vanadium", Eclipse, Lakeside, Powr Kraft, Speedmaster, Ward Master, Wardmastr, Wards Master Quality, all outsourced from various manufacturers.
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