From its native Chicago, Illinois roots to its present day headquarters in Oakbrook, Ohio, Ace Hardware continues as an entrepreneur’s ideal opportunity to set up and run a business that serves communities. A household name in many communities in the U.S. and around the world, Ace Hardware began as a joint team effort in 1924 and continues as such today with each retailer owned co-op making up the network of domestic and international Ace stores.
Some of the latest news on the brand stems out of new developments in the corporate world and acquisition growths. As of this month in 2013, CEO John Venhuizen takes over the long held post of former and now retired CEO Ray Griffith, a decision that was born around three years prior to his retirement. Going forward the brand has some exciting new ventures and advertising campaigns.
The famous Ace Hardware jingle, also mentioned last year in our blog during the holiday season, has been reintroduced for an advertising campaign this year. The jingle was pulled out from the late 1980’s after it was originally re-worded and serves as a reminder of the core Ace Hardware principle of friendly and focused customer service for each and every person visiting the store, which hasn’t changed since the jingle’s creation. The ad campaign focuses on the connection between Ace and local neighborhoods as so much of the Ace customer base is local individuals and families.
Concerning acquisition and expansion, a number of hardware stores throughout Missouri, Kansas, Nebraska, Iowa, Texas and New Mexico will now garner the Ace Hardware name, which will contribute to the stability of each location’s success in the years to come with the new brand name Westlake Ace Hardware. Additionally, this year a new agreement between Ace and Valspar, a national paint manufacturer, involves a partnership to produce and sell Ace branded paint products that will revamp the paint department for the co-op across the nation. Ace Hardware retailers had requested this shift take place and the co-op has now made moves to implement the changes across the country for retailers and customers alike.
Ace Hardware continues to position itself within the home services industry as a cooperative brand that puts entrepreneurial values and ownership at the top of its priority list, recruiting motivated and dedicated store operators. Likewise the brand’s dedication to customer service hasn’t changed and from its inception nearly 90 years ago, the brand continues to maintain a focus on expansion that makes sense for partner-owners and local neighborhoods, placing what communities need in terms of hardware support for various home improvement projects first.