BENJAMIN MOORE,
ACE HARDWARE FORM
MARKETING ALLIANCE
Benjamin Moore & Co. and Ace
Hardware Corp. have announced a
new alliance that will enable qualifying
Ace retailers to sell the paint
manufacturer’s premium products
beginning in 2006. The program will
expand and reinforce the positioning
of Ace stores as a prime destination
for the do-it-yourself paint consumer.
“We have documented that brand
choice for our consumers is a critical
element in making our stores true
paint destinations for the do-it-yourself
consumer and helps us more
effectively compete in this important
retail category,” said Lori Bossmann,
Ace vice president, merchandising,
marketing and advertising. “Now, by
adding the Benjamin Moore brand,
we will offer consumers the premium
product choice. This initiative will be
integrated with the current Ace paint
program featuring a complete line of
Ace Paint products.”
The companies will introduce
Benjamin Moore products in qualifying
Ace stores on a market-by-market
basis throughout the country, starting
in 2006 in the Chicago/Southern
Wisconsin market. Availability in
additional markets will follow in 2007
and beyond.
“Ace is a great strategic fit with
Benjamin Moore as we look to grow
our premium sales,” said Ed Klein,
vice president, retailing, Benjamin
Moore & Co. “Benjamin Moore’s business
model, since its founding in
1883, has been to sell its products
through independently-owned retail
stores. Working with a strong retail
cooperative like Ace continues that
commitment while increasing brand awareness through additional distribution
outlets.”