Ace plans launch of paint-and-primer in one
In a move to boost its competitive footing against the warehouse home centers, Ace Hardware Corp. is planning a paint-and-primer-in-one launch later this year.
Ace executives describe the paint as a "flagship new product" by providing convenience and ease of application. The branding of the new product will be unveiled when the launch occurs, possibly during the third quarter of this year.
Around the industry, Home Depot’s paint-and-primer in one from Behr has been described as a big success by the Atlanta-based retailer’s merchandise team. And True Value introduced its EasyCare Platinum 2-in-1 paint last month.
At Ace, the paint category is seen as a key arena in its effort to grow sales and boost traffic. "Our goal is very clear," said John Surane, Ace Hardware Corp.’s VP merchandising, advertising, marketing and paint. "Launch an extremely exciting environment and a consumer-relevant program that is more profitable for Ace retailers."
Speaking at the recent Ace Convention and Exhibits in Chicago, Surane said the co-op is engaging its members to fine-tune its program, which employs a two-brand strategy involving Benjamin Moore and its own Ace brads.
Last year, the co-op announced a five-year plan to expand its paint category market share from 4% to 8%. "We cannot back off this 8% number," Surane told retailers. "That’s the number that will make us relevant to the consumer and the market for paint.
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Why is HCN touting Ace's
Why is HCN touting Ace's acceptance of this marketing ploy as gospel -- as if Ace's move in this direction now gives it validity. ...or you could just stop reprinting Ace Press Releases. Home Depot/Behr started the marketing game of "Paint & Primer in One"...but nearly everybody (Lowe's with Valspar products,as well as other wholesalers such as United Hardware with Valspar products); Benjamin Moore, Sherwin Williams, PPG (at Menard's)...other smaller manufactuers...) besides Ace had already "fallen in line" with the HD marketing gimmick. If you really wanted to break some ground, do a story on the marketing gimmick behind the "Paint and Primer in One" -- read the label "...you should apply a coat as a primer then top coat with one or two more coats." It's what a quality paint has always done. Oh, but that's right...HCN isn't about reporting on the industry...its about PRing for the industry... ....nevermind.
Parkway Hardware closes
Parkway Hardware, an independent Minneapolis dealer, closed its doors last month due to the sluggish economy, according to an article in the Finance & Commerce.
The 5,800-sq.-ft. store had been in operation 10 years. The owner had tried to revive the business by adding a rental department and two new paint lines, according to the article, but ultimately succumbed to the recession and slumping home sales.
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Colorado hardware store shuts its doors
Drake Hardware & Lumber in Fort Collins, Colo., which has three different locations since 1994, is out of business, according to the Coloradoan.com.
The store reportedly suffered from a road-widening project, as well as the demise of an anchor tenant of its previous shopping center.
The store on Drake occupied 11,000 sq. ft. of selling space.
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