Pointing to the importance of business-to-business sales, Ace Hardware launched a new brand for small business supply customers.
The new brand is called "The Supply Place, Powered by Ace." It is designed to attract sales among customer types including schools, churches, restaurants, apartment managers and general contractors. The co-op believes a separate brand that speaks directly to business customers will aid a store's ability to reach this market segment, which spends more than the normal DIY customer ($47 vs. $20 on average).
