Ace 2025 Spring Convention Brings Back Product Staples, Invigorates Retailers

Rarely seen in March, twinkling holiday lights, festive trees and jolly holiday music greeted attendees of the Ace Hardware 2025 Spring Convention—the first time holiday trim has been featured at a market in five years. 

“We went all in with everything holiday trim, from the show entrance to the over 25,000 square feet of trim on the floor; we couldn’t be more excited about this category,” says senior vice president of merchandising Brian Wiborg. “Every retailer knows how critical this category is to Q4.”

Along with an emphasis on buying for the holiday season, the convention invigorated Ace retailers with updates on supply chain improvements, marketing, merchandising and Ace’s focus on protecting brick-and-mortar retailers. 

Over the three-day event, over 11,200 attendees—including 4,073 Ace retailers and a record 564 Emery-Jensen retailers—browsed the sold-out show floor and engaged with the 5,020 vendors sharing their products and services. 

Ace Hardware chairman of the board Steve Burggraf opened the sold-out general session, sharing updates from the board and applauding the progress the company has made.

“Last year, we celebrated a century of serving our communities, building relationships and proving that independent retailers can not only survive, but thrive,” Burggraf says. “This is a testament to your grit, determination and passion, qualities that bring Ace Hardware’s vision to life to be the best, most helpful hardware store. This is just the first chapter; let’s make the next one even bolder and brighter.” 

Executive chief supply chain officer Rick DiMaio provided updates on the steps Ace is taking to improve supply chain processes by focusing on three areas: capacity, automation and technology. 

“I’m going to stand on the stage in front of all of you and admit that we’re not flawless and we’re not perfect, but we’re going to get better every day and are committed to it,” DiMaio says. “The reason we’re building a new building here and maybe closing one someplace else is that it puts us in a better position to reach all of your stores and stores that are coming on board in the future. We really like the idea that we can get to you faster or more frequently to service your needs.” 

Ace implemented an automated storage and retrieval system, known as The Shuttle, which was added to the retail support centers (RSC) in Spanaway, Washington; Visalia, California; Plant City, Florida; and Jackson, Georgia. The system, which can do the work of 50 to 100 employees, will also be included in the new 1.5 million-square-foot RSC that will be opening in 2025 in Kansas City, Missouri. 

Thanks to The Shuttle system, Ace RSCs recorded the highest safety rating ever in 2024 and the lowest employee turnover number since 2017. The warehouse management system upgrades have reduced quality defects from 2.25 to 1.15 per 1,000 lines and RSCs have 95.02% on-time delivery, DiMaio says. 

“We have to keep investing in our future to keep up with your growth,” DiMaio says. “Like a symphony, the audience wants to hear the notes it’s looking for. And for me, that means we have to deliver 100% of what you order, 100% on time and 100% damage-free and packed with care. We’re on it.”

Break Down of Marketing and Merchandising Strategies

Ace retailers submitted questions prior to the convention, which Wiborg and SVP chief marketing officer Kim Lefko addressed during the general session. 

In regards to merchandising, Wiborg says Ace might have been late to the game when it came to trends like the Stanley and Owala, but the buying team has established exclusivity with many of those brands thanks to the input of Ace retailers.  

“Our superpower and strength is all of you. You find SKUs that will sell, and it’s a huge strength,” Wiborg says. “Then all of us at corporate mine that data, package it together, sell the Ace brand to vendors and then scale it for all of you.” 

Wiborg shared stores that are piloting the Elevate3 Ace program, which was launched at the Fall 2024 Convention, are seeing sales increases of 12%. Ace is also piloting a new category—Sun and Shade—with exclusivity on key high-end sunglasses brands, drinkware and other related products. 

Lefko shared further insights into the digital marketing strategy for Ace, including a continued focus on Local Lift Max. She shared that sales on acehardware.com are up 15%, compared to the market, which is up 6-8%, and digitally influenced footsteps into stores have increased 30%.

“To use the words that John [Venhuizen] often says, we never take it lightly to dig into your pocket and take your money and invest it on your behalf,” Lefko says. “But it’s so important given the relevancy of how customers shop today. Our team is not complacent; they have their hands on the dials, their eyes on the screen and they watch the efficacy of this investment every single day. And if there’s an opportunity for a pivot or a refinement to make it work harder and work better, we’re going to do that.” 

In February, Ace Hardware launched Ace YardRx, a subscription service designed to deliver personalized yard care solutions directly to customers’ homes. Lefko says 72% of Ace Rewards customers do not buy lawn and garden, so Ace YardRx is a way to reach those customers. The service is approaching 1,000 subscribers so far, and of those subscribers, 56% have not purchased lawn and garden from Ace in an extended time, or ever. 

“When you think about YardRx, this is such a differentiator,” Lefko says. “It’s providing service convenience for customers and taking pain points out of buying lawn and garden.” 

Other marketing focuses include expanding delivery options on acehardware.com and the Ace Hardware app, with Ace encouraging every Pinnacle store to aim for 500 downloads a year, as the data shows that app customers shop 50% more and spend $200 more, Lefko says. Ace Hardware is also working with a vendor partner to allow retailers to put out digital circular ads instead of paper. 

The Do it Best acquisition of True Value was on the minds of many retailers, which Lefko addressed during the general session. She says there are two benefits for Ace retailers: an opportunity to grab market share from customers and increased negotiating and buying power from retailers making the switch to Ace. 

“With an acquisition of this size and all the moving parts and complexities, it is going to create incredible distraction, confusion and inefficiency inside both of those organizations, and as a result, there’s customer acquisition opportunities for stores,” Lefko says. “The size and success of Ace matter significantly when it comes to Brian [Wiborg] and his merchant team negotiating with vendors for exclusives and better pricing. When you have more store count and more revenue, that matters in negotiations.”

Wiborg also addressed the tariff situation, sharing that Ace retailers could buy with confidence at the convention, as prices were locked in before the tariffs took place. 

“Our sourcing strategy and network of sourcing employees is also a strength of Ace,” Wiborg says. “We’ll do everything to keep you updated on the tariff changes, and we ask that you stay current as well to protect your business.” 

He also encouraged attendees to take advantage of the discounts and special buys available on the show floor. 

Alex Porter, chief operating officer of Porters Building Centers Ace Hardware in Missouri, says Discovery Edge was his first stop on the show floor to see the latest products and planograms for his stores. Porter says that while he does a majority of his buying before the event, he likes to explore the deals available at the convention. He also brings as many of his managers as possible to experience the market. 

“Having my managers attend the conventions allows them to network with fellow retailers who are in similar roles, exchange ideas and ask questions about challenges they face,” Porter says. “I also encourage them to attend the education sessions because there is something about learning together in person. Traveling together also provides teambuilding opportunities, which is extra important as our stores are spread out several hours apart.”

Micah Haye, inventory manager for High Country Lumber in California, says he appreciated the opportunities to network with fellow retailers to share ideas and address common challenges. 

With two stores in Minnesota, including one newer one and one he’s looking to remodel, Cwilka Ace Hardware owner Jeff Cwilka was on the hunt for inspiration. He says the convention was a great place to discover new products to stock in both stores and come away with ideas for remodeling the older store. He also loves the networking opportunities and family atmosphere. 

“It’s very fun to come full circle with people I run into at the convention,” Cwilka says. “During the general session, I sat with [Strand Ace Hardware president] Matthew Strand, his wife and his four-year-old son Truman. I remember not that long ago when Matthew was attending shows with me when he was Truman’s age.”  

A Look Ahead

During the general session, Ace president and CEO John Venhuizen painted a cautionary tale, pointing to the number of retail giants going out of business and what Ace Hardware can do to prevent a similar ending. 

“I think the difference resides in the manner in which we have been interwoven together and how we combine global scale and strength with local ownership and autonomy,” Venhuizen says. “Ace Hardware seeks to offer you the structure of a strong framework to give you products, services and operating methods, while at the same time, affording you the freedom to shape your business for your community to serve your customers.” 

Venhuizen shared additional insights on the company’s performance in the fourth quarter of 2024 and laid out four imperatives for retailers to focus on throughout the rest of the year and beyond. First, he encouraged retailers to embrace Elevate3 Ace to stay relevant with customers and continue to utilize e-commerce to intertwine the digital with the physical. 

“We need to figure out where the consumer is headed, and then race to beat them there,” Venhuizen says. “There is no end to which we’ll go to ensure that the base store model is relevant and sustainable for generations to come.”  

The other two imperatives are leaning into the Famous For Four model of focusing on paint, power, backyards and barbecue and home preservation and working toward Pinnacle Performance status for more stores.

“What sets Ace apart is our strong belief that a life well lived is paved with selfless service,” Venhuizen says. “Success around here is measured less by the products we sell, but by the problems we solve and the people we help. It’s about showing up when it matters most. It’s about being one team with one mission, setting aside our differences and moving forward with a purpose that’s as real as the people we serve.”

Hear more from president and CEO John Venhuizen in an exclusive Q&A with Hardware Retailing.