‘Local’ matters most at Aubuchon
Aubuchon Hardware, celebrating its 114th anniversary this month, announced that it is rebranding its company name to The Aubuchon Company.
When asked what the new logo will look like, William E. Aubuchon, IV, president and CEO said, “the fact that we don’t have an official logo with this ‘rebrand’ says everything — we are intentionally focusing more on the local brands within The Aubuchon Company’s group of stores. This is really more of a ‘debrand’ vs. a rebrand.”
The legal entity name will remain W.E. Aubuchon Co., Inc, said the company, “but will now be referred to as The Aubuchon Company.”
This decision comes as the company migrates into the world of multi-brand, said Aubuchon. For the firm, being a multi-brand company means marketing multiple similar yet distinct brands to customers.
“We believe our new multi-brand strategy will allow us to discover new markets, better serve customer needs, and increase sales,” said the company.
The Aubuchon Company currently operates six non-Aubuchon Hardware branded stores: Lyndonville Hardware Lumber & Building Materials in Vermont, Village Hardware in Virginia, and as of January 1, 2022, four True Value stores in Pennsylvania.
“These acquisitions have shown us why a multi-brand strategy is so important,” the firm said.
The company said its perspective is as follows:
- Keeping it in the family.
- We’re not an investment firm.
- It’s all about people.
- We move at your pace.
- Local matters more.
- A unified online marketing strategy.
- Integrity and fairness.
- Community.
The Aubuchon Company said it has its sights set on the next generation.
“Our goal is to build the strongest group of local hardware stores,” said William Aubuchon, “and often, we find the best stores locally branded and rooted in history.
“Thinking of ourselves as ‘The Aubuchon Company’ vs ‘Aubuchon Hardware’ is one of many meaningful steps we are taking to be the buyer of choice for these great companies — pushing away from our own track record of homogenization to shine all the light on our local brands, including Aubuchon Hardware, because we believe local matters more.”