Elder’s Ace Hardware
- Company typePrivate
- Founded1969
- HeadquartersChattanooga, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
Elder’s Ace Hardware firmographics
Firmographics- Name
- Elder’s Ace Hardware
- Legal name
- Elder's Ace Hardware
- Website
- https://eldershardware.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Elder’s Ace Hardware industry classification
Industry- NAICS
- Hardware Retailers (44414), Home Centers (444110)
- SIC
- Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
- akta.pro secondary industry
- Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit) (CRAIADAE)
Keywords
Where Elder’s Ace Hardware is headquartered
LocationHeadquarters
- HQ city
- Chattanooga
- HQ country
- United States
- HQ region
- North America
Offices39 records
Markets served
Elder’s Ace Hardware business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Hardware Sales: Traditional retail sales of hardware tools, construction products, home improvement supplies, and related merchandise through physical store locations
- Business/Corporate Accounts: Commercial account services offering businesses access to over 1.2 million direct-from-vendor items with exclusive pricing, delivery options, and online account management
- Ace Rewards Loyalty Program: Points-based rewards program with Member and Premier tiers offering 10 points per dollar spent, free delivery on qualifying orders, and exclusive member-only events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Member Tier - Free basic loyalty membership |
| Subscription | Annual | Premier Tier - Enhanced loyalty membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Elder’s Ace Hardware product offering
Product offeringCore offering
Elder's Ace Hardware is a family-owned operator of 38 neighborhood hardware retail stores serving East Tennessee, Middle Tennessee, Western North Carolina, North Georgia, and South Carolina. The company sells tools, construction products, home improvement supplies, paint, power equipment, lawn and garden, and grilling merchandise, and provides in-store services such as paint color matching, key cutting, equipment repair, and propane refilling. It also operates a commercial accounts program giving businesses access to 1.2 million+ direct-from-vendor items with exclusive pricing and delivery, supported by the Ace Rewards loyalty program and a mobile app.
Product overview
Elder's Ace Hardware is a family-owned group of 38 neighborhood hardware retail stores serving East Tennessee, Middle Tennessee, Western North Carolina, North Georgia, and South Carolina since 1969. The company operates as a unified retail platform under the Ace Hardware cooperative brand, offering core hardware retail services through dedicated store departments including The Gardens (garden center), Home & Gift, Power Equipment, Lawn & Garden, Paint Studio, and Grilling. The product portfolio includes Ace Rewards (loyalty program), the Ace Hardware Mobile App (shopping and rewards), Elder's Mercantile (lifestyle sub-brand), and Business Accounts (commercial services). Services offered include paint color matching, key cutting, automotive chip key programming, blade sharpening, propane refilling, Stihl equipment repair, lock servicing, carpet cleaner rental, lumber cutting, and pipe cutting. The company provides an online customer portal for business account management.
Differentiator
Problem solved
Functional benefit
Brands
- Elder's Mercantile: A separate brand focusing on well-made, meaningful products meant to be well-loved for years to come. Operated as a distinct website (eldersmercantile.com).
Companies that use Elder’s Ace Hardware
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Elder’s Ace Hardware technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Elder’s Ace Hardware partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Ace HardwarecoreElder's Ace Hardware operates as a franchisee of Ace Hardware, utilizing the Ace Hardware brand name, logo, marketing support, and access to Ace's product catalog and supply chain. The partnership provides access to Ace's vendor relationships, brand recognition, and national marketing programs including Ace Rewards loyalty program.
- Benjamin MoorecorePremier paint brand partner offering paint color matching services and premium paint products including Benjamin Moore Classics and Clark + Kensington lines.
- Weber GrillscoreMajor grilling brand partner offering a full range of Weber outdoor grilling products including gas, charcoal, and electric grills.
- Traeger GrillscoreTraeger wood pellet grill brand partner offering premium outdoor cooking equipment.
- DeWaltcorePower tools brand partner offering professional-grade power equipment and hand tools.
- StihlcoreOutdoor power equipment partner offering chainsaws, trimmers, blowers, and related equipment with repair services at select locations.
- CraftsmancoreHand tools and power equipment brand partner offering a full range of Craftsman tools and equipment.
- Children's Miracle Network of HospitalsminorCharitable partnership joining Ace Hardware stores nationwide in supporting the Children's Miracle Network of Hospitals through donation programs.
- Bud Moses (Ace Corporate)minorBud Moses joined Elder's in July 2025 after 25 years at Ace Corporate, bringing extensive experience in Ace's New Business sector and assisting owners in opening new stores.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Elder’s Ace Hardware competitors and assessment
Company assessmentBroad incumbents
- Lowe's Companies: National big-box home improvement retailer. Overlaps directly with Elder's assortment (tools, paint, lawn & garden, hardware) at much greater scale; relevant as the primary mass-market alternative.
- Tractor Supply Company: Rural-lifestyle retailer carrying hardware, tools, lawn & garden, and outdoor power equipment. Overlaps significantly with Elder's lawn/garden and Stihl categories across the Southeast rural/suburban footprint.
- The Home Depot: Largest US home improvement retailer with broad assortment across hardware, tools, paint, and garden. Provides the dominant big-box benchmark that frames Elder's neighborhood-retail positioning.
- Menard Inc. Privately held big-box home improvement chain concentrated in the Midwest. Comparable assortment and DIY/pro contractor customer base, though operationally distinct from a regional Ace dealer.
Direct peers
- Oak Brook Ace Hardware: Multi-store Ace Hardware franchisee operating in the Midwest. Closely comparable business model — family-led, multi-location Ace dealer with strong paint, garden, and power-equipment merchandising similar to Elder's department structure.
- Rommel's Ace Hardware: Multi-store Ace Hardware franchisee group serving the Mid-Atlantic. Comparable as a regional Ace dealer focused on consumer and contractor sales, with similar store-format, brand partnership, and service-based positioning.
- Westlake Ace Hardware: One of the largest Ace Hardware franchisees in the United States, operating dozens of stores across multiple states. Most directly comparable to Elder's given shared Ace cooperative model, multi-store regional footprint, and consumer + commercial account strategy.
- True Value Company: Hardware retailer cooperative supporting thousands of independent True Value stores. Comparable on the cooperative franchise model and on shared merchandising, brand, and loyalty support services.
- Do it Best: Member-owned hardware, lumber, and home improvement cooperative serving independent retailers across the US. Closely comparable on cooperative/dealer model and merchant-facing wholesale-plus-retail hybrid.
Others
- Orgill Inc. Largest independently owned hardlines distributor serving independent hardware retailers. Adjacent as Elder's upstream supply-chain counterpart and ecosystem participant rather than a direct retail competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Elder’s Ace Hardware social profiles
Digital presenceElder’s Ace Hardware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elder’s Ace Hardware leadership team
Management profileNumber of profiles
Profiles5 records
Elder’s Ace Hardware subsidiaries and ownership
Company hierarchySubsidiaries2 records
Elder’s Ace Hardware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elder’s Ace Hardware M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Elder’s Ace Hardware
What does Elder’s Ace Hardware do?
Elder's Ace Hardware is a family-owned operator of 38 neighborhood hardware retail stores serving East Tennessee, Middle Tennessee, Western North Carolina, North Georgia, and South Carolina. The company sells tools, construction products, home improvement supplies, paint, power equipment, lawn and garden, and grilling merchandise, and provides in-store services such as paint color matching, key cutting, equipment repair, and propane refilling. It also operates a commercial accounts program giving businesses access to 1.2 million+ direct-from-vendor items with exclusive pricing and delivery, supported by the Ace Rewards loyalty program and a mobile app.
Is Elder’s Ace Hardware a public or private company?
Elder’s Ace Hardware is a private company. It is currently operating.
When was Elder’s Ace Hardware founded?
Elder’s Ace Hardware was founded in 1969. It employs 101 to 250 people.
Where is Elder’s Ace Hardware based?
Elder’s Ace Hardware is headquartered in Chattanooga, United States, in the North America region.
How does Elder’s Ace Hardware make money?
Three revenue lines are on record. Retail Hardware Sales are the primary driver. The others are business/Corporate Accounts and ace Rewards Loyalty Program.
Who are Elder’s Ace Hardware's main competitors?
Broad incumbents on record are Lowe's Companies, Tractor Supply Company, The Home Depot and Menard Inc.. Direct peers are Oak Brook Ace Hardware, Rommel's Ace Hardware, Westlake Ace Hardware, True Value Company and Do it Best. Orgill Inc. is listed as an others.
Does Elder’s Ace Hardware have an API?
No public API is recorded for Elder’s Ace Hardware.
What industry is Elder’s Ace Hardware in?
Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores, with a secondary code of CRAIADAE, Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit). Its NAICS code is 44414 and its SIC code is 5531.