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Benjamin Moore & Co. and Ace Hardware Corp. Announce Joint Marketing Alliance

Published on 2005-12-08. Author : SpecialChem

Montvale, NJ/Oak Brook, IL -- Benjamin Moore & Co., the country's leading premium paint manufacturer and a Berkshire Hathaway company, and Ace Hardware Corp., the far-reaching retailer-owned cooperative, 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.

"Both companies agree that the engine that drives the U.S. economy is held – in a very real sense – in the hands of independently-owned and operated businesses such as paint and hardware stores," noted Ed Klein. "As a matter of fact, both companies are fully invested in the success of independently-owned retail stores."

Founded in 1924, Ace Hardware Corp. is headquartered in Oak Brook, Ill., and is the largest retailer-owned cooperative in the industry, with annual retail sales from its 4,700 hardware, home center and lumber and building materials retailers topping $13 billion. Ace currently operates 15 distribution centers in the United States and has stores located in all 50 states and 70 countries.

Benjamin Moore & Co., a Berkshire Hathaway company, founded in 1883, is one of the country's leading manufacturers of premium quality architectural, commercial and industrial coatings. The company manufactures and distributes its products from 22 facilities in North America. Its products are sold through a network of more than 4,000 retailers in both the U.S. and Canada.

Source: Ace Hardware Corp.; Benjamin Moore & Co.


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