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Ace Retail Holdings has launched a multi-year initiative to remodel its stores with a new brand-centric design aimed at creating an enhanced hardware shopping experience. The company, which owns Westlake Ace Hardware and Great Lakes Ace Hardware, among other retail hardware brands, plans to make a significant investment in the initiative over the next five years.
Ace Retail Holdings’ goal is to install the new store concept in approximately 20 locations annually. The Great Lakes Ace in Shelby Township, Mi., was remodeled in 2024 as part of the successful pilot of the ELEVATE3 concept. The first Westlake Ace store to be remodeled is located in Raleigh, N.C., at 6196 Falls of Neuse Road.
“The new ELEVATE3 Ace store concept delivers a game-changing, transformative, and memorable retail experience,” said Joe Jeffries, president and CEO of Ace Retail Holdings. “In addition to providing a fresh showcase for the Ace Helpful Promise, the design allows us to better serve our customers and neighbors by creating distinctive spaces that elevate and showcase best-in-class brands across the store with feature presentations in BBQ and Power.”
BBQ Department
In the new layout, fuels and accessories will be merchandised alongside branded grill offerings to ensure customers leave with everything they need for an unforgettable outdoor cooking experience. BBQ brands such as Blackstone, Weber, Traeger, and Big Green Egg will be prominently featured in an inspiring “showroom” environment that is fresh, inviting, and uniquely Ace. Store associates will be equipped with a specialized Mobile Grilling Digital Assistant, a smart tool that helps them confidently match customers to the perfect grill for their needs.
Power Tools and Outdoor Power
Brand name is the leading decision driver for consumers when it comes to purchasing power tools and outdoor power equipment. They also increasingly prefer rechargeable (and in some cases, interchangeable) battery power across a wide swath of products such as power tools, outdoor power equipment, and lifestyle accessories. Those insights were instrumental in the new design of the Power Tools and Outdoor Power department.
In the new ELEVATE3 store concept, Ace is first to market in the retail hardware category by combining and displaying leading power tool brands such as Craftsman, DeWalt, and Milwaukee alongside popular outdoor power equipment brands EGO and STIHL. Initial customer response to this integrated approach and seamless shopping experience has been very positive.
Home Preservation and Paint
Fasteners, hand tools, and paint are the lifeblood of any hardware store and must-haves for customers to complete their projects. The new store design takes that into account but optimizes and streamlines the product assortment, creating an easier and more productive shopping experience. The Paint Studio will be centrally located, featuring top brands like Benjamin Moore and Magnolia Home by Joanna Gaines, and will continue to offer expert color matching and paint mixing services.
Select Westlake Ace and Great Lakes Ace locations will feature The Kitchen Connection and Apparel Shops as store-within-a-store concepts. The Kitchen Connection will showcase gourmet foods (with frequent samplings and seasonal tastings), and cookware, kitchen utensils, and linens from such leading brands as Joseph Joseph, Lodge, Now Designs, OXO, USA bakeware, and Soda Stream. The Apparel Shops will offer popular workwear and lifestyle clothing brands, including Carhartt and Ariat.
Ace Retail Holdings operates more than 250 hardware stores throughout North America, doing business under the Westlake Ace Hardware, Great Lakes Ace Hardware, and other store brands. A wholly-owned division of Ace Hardware Corporation, the company is headquartered in the Kansas City area.
For 120 years, Westlake Ace Hardware has been the helpful neighborhood hardware store countless generations have counted on for power and hand tools, fasteners, paint, plumbing, lawn care, pet supplies, electrical supplies, and BBQ grills and accessories. Westlake lives the Ace Helpful Promise every day by delivering reliable service, helpful advice, and products so its customers and neighbors get their projects done right every time. The company currently owns more than 170 stores in 13 states.
Founded in 1946 and headquartered in Farmington Hills, Mich., Great Lakes Ace Hardware is driven by the belief that its neighborhood hardware stores should improve lives and communities. The company’s helpful neighborhood hardware stores live the Ace Helpful Promise every day by delivering reliable service, a localized product mix, and helpful advice. The company owns more than 70 stores in four states.
