True Value
True Value is a hardware wholesaler and retailer-support cooperative distributing 85,000+ products to 4,500 U.S. and 8,000+ global independent hardware retailers through owned paint manufacturing, private label brands, eight distribution centers, and cooperative buying programs; acquired by Do it Best in November 2024.
- Company typePrivate
- Founded1945
- HeadquartersChicago, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What True Value does
True Value Company, L.L.C. operates as a hardware wholesaler and retailer-support cooperative, distributing more than 85,000 products across categories including paint, hand and power tools, lumber and building materials, outdoor and garden, plumbing, farm and ranch, and seasonal goods to approximately 4,500 independently owned retail locations in the United States plus an international footprint spanning 60+ countries and 8,000+ stores globally. The company runs an owned paint manufacturing operation in Cary, Illinois producing the EasyCare line (Platinum, Ultra Premium, 365, Limitless, Woodsman) plus acquired paint brands Majic, Shur-Line, and Master Painter applicators, supported by an additional portfolio of 13 private label and acquired brands such as Green Thumb (lawn and garden), Master Mechanic (tools), TruGuard (security), Pet Expert, Homepointe, Holiday Wonderland, and the Agway farm/ranch brand. Underlying technology includes a Warehouse Management System supporting eight regional distribution centers, a Color Center Technology paint-matching and merchandising platform, the True Value Rewards loyalty program, True Value University retailer training, and most recently the Retail Pulse analytics platform launched in 2026.
The business model is a cooperative wholesale distribution model: True Value generates revenue through wholesale product margins on the 85,000+ SKU catalog sold to member-retailers, volume rebates that reward retailer purchasing and loyalty, brand licensing and program fees from participating retailers, paint manufacturing margins on EasyCare and acquired paint brands, and marketing/store format program fees. Pricing is transaction-based and volume-tiered under multi-year cooperative agreements; consumer pricing is set by individual retailers rather than centrally. Go-to-market combines a sales-led B2B wholesale motion targeting independent hardware retailers, lumberyards, garden centers, farm and ranch operations, and rental services with a channel-partner motion featuring twice-yearly buying markets, store conversion and remodeling programs, marketing co-op support, and e-commerce platform enablement.
Following the Chapter 11 filing in October 2024, Do it Best acquired True Value for approximately $153 million in November 2024, with True Value now operating as a subsidiary of Do it Best Group; the combined organization supports 8,000-9,000 stores globally and reports combined FY2025 revenue of $4.7 billion, with headquarters consolidating in Fort Wayne, Indiana by July 2026 and a Dallas innovation hub focused on AI and emerging technologies opened in January 2026.
True Value firmographics
Firmographics- Name
- True Value
- Legal name
- True Value Company, L.L.C.
- Website
- https://truevaluecompany.com
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- True Value is a hardware wholesaler and retailer-support cooperative distributing 85,000+ products to 4,500 U.S. and 8,000+ global independent hardware retailers through owned paint manufacturing, private label brands, eight distribution centers, and cooperative buying programs; acquired by Do it Best in November 2024.
- Ownership category
- akta.pro rank
True Value industry classification
Industry- Product category
- Hardware Wholesale Distribution
- NAICS
- Home Centers (444110), Building Material and Supplies Dealers (4441), Paint and Wallpaper Retailers (444120)
- SIC
- Retail-Auto & Home Supply Stores (5531), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
Keywords
Where True Value is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
True Value business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Distribution: Wholesale distribution of 85,000+ products to independent hardware retailers, generating revenue through product margin and volume-based pricing
- Volume Rebates: Volume-based rebate programs rewarding retailers for purchasing volume and loyalty
- Brand Licensing Fees: Licensing fees from private label brands including EasyCare, Green Thumb, Master Mechanic, and other proprietary brands
- Paint Manufacturing: Own paint manufacturing capabilities including EasyCare and related paint brands sold through retail network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | Wholesale pricing for independent retailers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels13 records
True Value product offering
Product offeringCore offering
True Value is a hardware wholesaler and cooperative retail brand that procures and distributes more than 85,000 home improvement, hardware, paint, lawn and garden, and farm/ranch products to approximately 4,500 independent retailer locations across the U.S. and 8,000+ stores globally. The company owns and operates a paint manufacturing facility producing the EasyCare paint line and licenses a portfolio of private-label brands (Green Thumb, Master Mechanic, Four Seasons Courtyard, Pet Expert, Homepointe, TruGuard, Holiday Wonderland, Master Painter). It supports member retailers with twice-yearly buying markets, store-format and remodeling programs, marketing services, an e-commerce platform, and the True Value Rewards loyalty program.
Product overview
True Value Company operates as a hardware wholesaler with a retail consumer brand, offering over 85,000 products at wholesale prices to approximately 4,500 independently owned retail stores across the U.S. and in over 60 countries. The product portfolio centers on the company's own paint manufacturing facilities (producing EasyCare paint products including Platinum, Ultra Premium, 365, Limitless, and Woodsman variants) complemented by an extensive private label brand portfolio including Green Thumb (lawn & garden), Master Mechanic (tools), Four Seasons Courtyard (outdoor décor), Pet Expert (pet supplies), Homepointe (home comfort), TruGuard (safety/security), Holiday Wonderland (seasonal), and Master Painter (paint tools). The company also distributes national brands through vendor partnerships and has expanded through acquisitions including Shur-Line and WordLock (paint and lock brands), Majic paint line, and the Agway brand. Supporting services include True Value Rewards loyalty program, True Value University training, store format programs, and the Inspiration Realized Color Center merchandising system.
Differentiator
Problem solved
Functional benefit
Brands
- Green Thumb: Lawn & Garden brand covering 18 categories of outdoor products for DIY and professional users.
- EasyCare
- Master Mechanic
- Four Seasons Courtyard
- Pet Expert
- Homepointe
- TruGuard
- Clybourn
- Holiday Wonderland
- Master Painter
- TVX
- Agway
- Majic
Products and services
- EasyCare Paint Premium interior and exterior paint line manufactured in True Value's own Cary, Illinois facility, available in 1,200 colors and multiple quality tiers for DIY consumers and contractors shopping at True Value retail locations.
- Green Thumb Lawn and garden private label brand covering 18 categories of outdoor products, appealing to DIY and professional users with multiple quality levels.
- Master Mechanic High-quality tools, accessories, plumbing supplies, repair items, electrical supplies, and farm and ranch products at value pricing for DIY and professional customers.
- Four Seasons Courtyard Outdoor décor private label brand offering lighting, patio furniture, umbrellas, fire pits, and related products with higher margins than national brand equivalents.
- Pet Expert Nutritiously formulated pet food and treats as well as pet accessories sold through True Value retail locations.
- Homepointe Modern home comfort and décor brand including faucets, showerheads, bath hardware, air conditioners, dehumidifiers, and fans.
- TruGuard Safety and security private label brand including flashlights, tarps, padlocks, chains, locksets, floor savers, and casters.
- Holiday Wonderland Holiday lighting, wreaths, garlands, ornaments, and seasonal décor private label brand sold seasonally at True Value retailers.
- Master Painter Paint tools and applicators private label brand, with some products made in America, sold through True Value retailer paint centers.
- Shur-Line Paint application products brand acquired from Nova Wildcat Shur-Line Holdings, offering paint applicators and related hardware products through True Value retailers.
- WordLock Lock and security products brand acquired from Nova Wildcat Shur-Line Holdings, offering word-combo locks and related security products through True Value retailers.
- Agway Farm and ranch supplies brand owned by True Value, offering agricultural hardware, fencing, and farm supplies through participating True Value retailers serving farm and ranch customers.
- Majic Paint Consumer paint business acquired from Yenkin-Majestic in 2022, adding 1,000 SKUs to True Value's paint category and expanding the consumer paint portfolio alongside EasyCare.
Quantifiable outcome
- $4.7 billion in combined revenue through retail network
Companies that use True Value
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles2 records
True Value technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
True Value partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Do it BestflagshipStrategic merger and acquisition announced in November 2024 combining True Value and Do it Best to create a stronger wholesale hardware and home improvement distribution cooperative serving independent retailers
- Habitat for HumanitycoreProduct donation partnership supporting Habitat for Humanity ReStore locations, providing hardware and home improvement products to support affordable housing construction and renovation programs
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
True Value competitors and assessment
Company assessmentDirect peers
- Do it Best: Fort Wayne, IN-based hardware cooperative wholesaler serving independent retailers. Direct peer and now parent company of True Value following the November 2024 acquisition; both serve the same customer base (independent hardware/home improvement retailers) with comparable wholesale distribution, private label brands, and cooperative business models.
- Ace Hardware: Oak Brook, IL-based hardware cooperative serving ~5,000+ independent retailers with similar cooperative wholesale distribution model, private label brands (Clark+Kensington, Valspar partnerships), and member support programs. Most direct comparable in business model and customer base to True Value.
- Orgill: Memphis, TN-based hardware wholesaler serving independent retailers across North America and globally. Directly comparable wholesale distribution model, product assortment, and customer base of independent hardware retailers, though it operates as a private company rather than a cooperative.
Broad incumbents
- Home Depot: Largest U.S. home improvement retailer with broad assortment across hardware, paint, lumber, and building materials. The primary big-box competitor that True Value's independent retailers compete against — relevant for understanding competitive dynamics even though business models differ.
- Lowe's: Second-largest U.S. home improvement retailer with similar broad assortment in hardware, paint, and building materials. Major competitive incumbent shaping the market dynamics that pressure True Value's independent retailer members.
- Menards: Third major U.S. home improvement big-box retailer, primarily Midwest-focused like True Value's strongest markets. Represents the same competitive pressure that True Value's cooperative model was designed to address.
- Sherwin-Williams: Largest U.S. paint manufacturer and retailer with company-owned stores and a strong contractor/professional channel. Relevant peer for True Value's paint manufacturing and retail paint business (EasyCare, Majic, Master Painter brands), with significantly broader scale.
Emerging players
- Benjamin Moore: Premium paint manufacturer sold through independent retailers, including many hardware stores. Comparable to True Value's EasyCare paint line positioning in the premium paint segment distributed via independent channels.
Regional players
- 84 Lumber: Lumber and building materials dealer with company-operated stores and contractor focus. Relevant comparable for True Value's lumber and building materials (LBM) category, particularly for the recently launched LBM Materials Member Replenishment Services program.
Others
- Amazon: E-commerce giant with growing assortment in hardware, paint, tools, and home improvement categories. Adjacent competitor that pressures traditional brick-and-mortar independent hardware retailers and increasingly competes with True Value's e-commerce platform.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
True Value social profiles
Digital presenceTrue Value compliance and trust
Trust signalCompliance3 records
True Value financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Value leadership team
Management profileNumber of profiles
Profiles10 records
True Value subsidiaries and ownership
Company hierarchySubsidiaries4 records
True Value funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Value M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True Value
What does True Value do?
True Value is a hardware wholesaler and cooperative retail brand that procures and distributes more than 85,000 home improvement, hardware, paint, lawn and garden, and farm/ranch products to approximately 4,500 independent retailer locations across the U.S. and 8,000+ stores globally. The company owns and operates a paint manufacturing facility producing the EasyCare paint line and licenses a portfolio of private-label brands (Green Thumb, Master Mechanic, Four Seasons Courtyard, Pet Expert, Homepointe, TruGuard, Holiday Wonderland, Master Painter). It supports member retailers with twice-yearly buying markets, store-format and remodeling programs, marketing services, an e-commerce platform, and the True Value Rewards loyalty program.
Is True Value a public or private company?
True Value is a private company. It is classified as corporate owned and is currently operating.
When was True Value founded?
True Value was founded in 1945. It employs 1,001 to 5,000 people.
Where is True Value based?
True Value is headquartered in Chicago, United States, in the North America region.
How does True Value make money?
Four revenue lines are on record. Wholesale Distribution is the primary driver. The others are volume Rebates, brand Licensing Fees and paint Manufacturing.
Who are True Value's main competitors?
Direct peers on record are Do it Best, Ace Hardware and Orgill. Broad incumbents are Home Depot, Lowe's, Menards and Sherwin-Williams. Benjamin Moore is listed as an emerging player. 84 Lumber is listed as a regional player. Amazon is listed as an others.
Does True Value have an API?
No public API is recorded for True Value.
What industry is True Value in?
True Value's product category is Hardware Wholesale Distribution. Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores. Its NAICS code is 444110 and its SIC code is 5531.