Ace has high-end line of paints up its sleeve; Selling Benjamin Moore products, chain has what big boxes lack.(News)(Ace Hardware Corp.)

Crain's Chicago Business, September, 2006 by Slania, John T.

Byline: JOHN T. SLANIA Ace Hardware Corp. is adding the high-end Benjamin Moore line to many of its 4,700 stores, a move Ace execs hope will help in its battle with home improvement superstores. Peter Principe, merchandising manager for paint at Ace, first called Benjamin Moore & Co. four years ago to propose adding the premium paints to the hardware co-op's product lineup.

At that point, Benjamin Moore supplied paint to roughly 3,500 retailers, mainly small paint and decorating stores. After three years of negotiations and test marketing, Benjamin Moore agreed to add its line to select Ace stores earlier this year. Ace has been deliberate with its rollout, Mr. Principe says. It began adding Benjamin Moore to Chicago-area stores in the spring, and the...

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