From an article by Luke Tatge in the Dell Rapids Tribune
A "coming soon" sign in the hardware store's parking lot rings in the store's new identity and product line - Ace Hardware.
A new product base is something to which manager Alex Baran said customers can look forward.
The hardware store will now start selling Craftsman products, as well as Ace's in-house paint brand, Ace Royal. Baran also said that Ace's newest paint brand, Clark + Kensington will be hitting the streets Sept. 6.
"It just kind of opens up new opportunities for different products," Baran said. "You get a whole new buying pool. You get new brands."
Baran expects new hand tools to arrive at the store within the next couple months.
Regional recognition is one reason that Baran said Ace is advantageous.
"Ace is kind of a bigger name here where we're at," he said. "That exposure is much bigger with the Ace name in this particular region."
One advantage to Ace is its specialized Visa charge card, according to Baran. He said that the store has utilized charge accounts in the past and that he'd like to transition people over to store charge cards in the future.
Though the signs still say True Value, Baran said that signage for the new branding will not come for a few weeks yet. The store started selling Ace products two weeks ago.
Product costs should remain close to the same throughout the transition process.
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