Big weekend for paint at Ace

A buy-one-get-one deal described as the co-op’s most aggressive promotion ever is bolstering the Oak Brook, Illinois-based co-op’s grand opening of The Paint Studio in some 3,200 stores. 

On Saturday and Sunday (May 17 and 18), consumers can get a second gallon for free of either Clark+Kensington or Valspar Optimus.

“This weekend Ace Hardware is inviting millions of homeowners across America to visit their new neighborhood Paint Studio and find the color inspiration they’ve been looking for to complete their next painting project,” said John Surane, executive VP marketing, merchandising and sales for Ace Hardware. “The Buy One, Get One event is the most aggressive promotion we’ve ever offered, and coupled with our award-winning helpful service and new Paint Studio, finding the perfect paint color has never been easier.”

The major idea behind the new Paint Studio, unveiled in late 2013, is that customers seek a more style-inspired and personal paint shopping experience, as opposed to a traditional trip to the hardware store. Ace and Valspar partnered to bring the new format into Ace stores, a move described as a $75 million investment. 

Competition in the paint category continues to heat up. While Ace is preparing for its grand opening, Chicago-based True Value revealed plans to roll out to 2,000 stores a new and improved color center, along with a redesigned and refocused website, TrueValuePaint.com.

True Value also says its paint offering is being strengthened by ultra low-VOC colorants and paints that appeal to the environmentally conscious customer.