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Stickley expanded his activities constantly. He changed the name of his company to The Craftsman Workshops and marketed his product with the brand name “Craftsman”. Ultimately over 100 retailers across the United States represented the brand. In 1903, he announced his “Home Builders Club”. In 1908, he built a great home in New Jersey called Craftsman Farms. In 1909 he formed the Craftsman House Building Company. He was an American success story, a nationally known figure with money, influence and a loving family. In addition to furniture, Stickley published The Craftsman (1901–16), a periodical and his “Bible” for promoting the Arts and Crafts philosophy, his products, and house designs by leading architects.

But Stickley overextended. He leased an expensive headquarters in New York City — the Craftsman Building — to house his empire just before the outbreak of World War I. Interest in the Arts and Crafts movement waned and competition increased, even from his own brothers, all of whom were manufacturing furniture in the Arts and Crafts style. Leopold and John George had established the successful firm of L&J.G. Stickley. Albert, along with John George for a time, ran Stickley Brothers Company. Charles also sold Arts and Crafts furniture.

In 1915 Stickley, deep in debt, filed for bankruptcy. He ceased publication of The Craftsman and sold Craftsman Farms. His brothers brought him into a new venture called Stickley Associated Cabinetmakers, absorbing The Craftsman Workshops. Gustav Stickley moved back to Syracuse where he lived until his death in 1942.