As far as hardware stores go, Ace is smart. They realized that if HomeDepot was going to be the “big” store, they would be the “personal” store. They are just around the corner, small, friendly and helpful. To emphasize the personal side the in-town stores keep the name of the original neighborhood hardware store. In Decatur this is “Smith’s Hardware” and in East Atlanta its “Village Hardware”. I like this model. I still recognize the store as an “Ace” and what that brand offers but I appreciate the personality. The Ace brand emphasizes “personal” so each store has a unique name.

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