ACE boosts its ‘do-it-for-me’ market

by | Feb 20, 2020

ACE Hardware is going all in on the ‘do-it-for-me’ market, after Chief Executive Officer, John Venhuizen, said the company, “feels like it has an incredible amount of momentum”.

This was after ACE Hardware announced its recent acquisition of Handyman Matters, a home repair services franchise, on September 6. 

With ACE now boasting more stores than Home Depot and Lowe’s combined, it will now go all in on the ‘do-it-for-me’ market, according to a recent Business Insider report.

Mr Venhuizen told Business Insider that customers are “basically begging” the company to delve into the home improvement services sector, which is why Ace Hardware is jumping straight into the “do it for me market”, using its recent acquisition.

Mr Venhuizen said that the timing seemed right for the move, given Ace’s growth trajectory. The Oak Brook, Illinois-based business opened 900 new stores in the last five years alone, bringing its total count to 5,300 globally. The majority of those locations – 4,600, to be exact – are in the United States, according to the Business Insider report.

“We feel like we have an incredible amount of momentum. There are not many retailers in the United States that are opening stores. Many are shutting them. We opened more than 900 in the last five years and we’ll open more than 800 in the next five. We feel like we are aligned with what the consumer wants,” he said.

Mr Venhuizen added that the company is on its 10th straight year of same-store sales growth and also boasts 57 franchisees across 23 states, employing a workforce of 250 handymen ready to help out customers with carpentry, flooring, painting, and other home improvement services. 

Mr Venhuizen said launching into in-house home improvement services offerings aligned with the business’s goal of being “the helpful place”, according to the report. This also ties in perfectly with the rise of the “do it for me” market; the contingent of home improvement shoppers who are looking to hire pros to do the heavy lifting on project through trusted retailers.

Mr Venhuizen said that there is not much of a difference between the “do it for me” customers and the “do it yourself” shopper. Ultimately, it comes down to the customer’s bandwidth for a new home improvement or maintenance task, level of expertise, and the nature of the project itself.

“It is this natural fit of bringing ‘helpful’ to the home, so that we have a service provider that can actually do it for the consumer. It fits naturally with what we are known for and the trust that our brand has engendered in these communities,” he said.