Ace expands its Home Plus brand

Las Vegas -- After redesigning the packaging for its Home Plus brand in 2014, the co-op is bringing the opening-price-point brand to more parts of the store -- specifically, the impulse area.

The Ace exclusive brand carries the new slogan: "Home Plus is where the value is." It will continue to serve as a low-price option in lawn and garden, hardware and hand tools, and it will get more play in the growing impulse category.

According to the company, the impulse category in general has seen 60% growth in the past three years. With Home Plus products sourced directly through overseas factories, the brand brings increased margin opportunities along with a consistent look throughout the store.

"Retailers are saying they love it," said Cindy Brasic, Ace Hardware's global private label brand manager, on the show floor of the Ace Hardware Spring Convention & Exhibits. "They're making great margins on this."

Seasonal merchandise -- holiday gifts, lights, ornaments and Halloween decorations, for instance -- get special Home Plus branding and signage. Other products in the Home Plus family include multipurpose 12-1 tools and flexible, magnetic flashlights.