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Benjamin Moore, Ace Hardware Form Joint Marketing Alliance



By Tim Wright



Published December 7, 2005
Benjamin Moore and Ace Hardware 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.”

Independently-owned Ace stores chosen to carry the premium Benjamin Moore brand will follow Benjamin Moore’s criteria and requirements when selecting store locations. Benjamin Moore’s retail personnel will work with independent Ace store owners to ensure premium positioning of the brand in stores. Currently 400 Ace stores already carry the Benjamin Moore brand. 


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