Dennis Company
Westlake Ace Hardware is a multi-state independent member of the Ace Hardware cooperative that sells hardware, home improvement, and garden supplies to DIY consumers and commercial contractors through physical stores, e-commerce, and a mobile app.
- Company typePrivate
- Founded-
- HeadquartersOverland Park, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dennis Company does
Westlake Ace Hardware is a privately held, multi-state retail hardware and home improvement chain operating as an independent member of the Ace Hardware cooperative. Headquartered in Overland Park, Kansas, the company sells hardware, tools, paint, lawn and garden, building supplies, plumbing, lighting, pet supplies, pools and spas, outdoor living, and adjacent categories through physical retail storefronts across multiple U.S. states, an e-commerce site, a mobile app, and a dedicated commercial division serving professional contractors. The assortment emphasizes premium national brands such as Benjamin Moore, DeWalt, Milwaukee, Craftsman, Weber, Traeger, Big Green Egg, EGO, Stihl, Toro, Yeti, Blue Buffalo, and Science Diet, supplemented by services including in-store and curbside pickup, free delivery, spa delivery and crane services, and spa repair.
Revenue is generated primarily through retail product sales at physical stores and online, with secondary streams from the Ace Rewards loyalty program and the Westlake Commercial division's contractor and business accounts. Pricing is unit-based and varies by product, with volume discounts available through commercial accounts. The go-to-market is direct-to-consumer across both DIY shoppers (primary segment) and commercial/professional customers (secondary segment), supported by a multi-channel marketing mix spanning social media, content marketing, email loyalty communications, seasonal promotions, and a mobile application.
The company has no disclosed technology platform beyond standard e-commerce and mobile app infrastructure; no proprietary AI/ML, software products, or API offerings are indicated. Strategic emphasis, based on observable evidence, is on omnichannel retail execution, brand partnerships, the Ace cooperative's national marketing and purchasing leverage, and incremental vertical moves such as pools and spas with attached services.
Dennis Company firmographics
Firmographics- Name
- Dennis Company
- Legal name
- Westlake Ace Hardware
- Website
- https://denniscompany.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Westlake Ace Hardware is a multi-state independent member of the Ace Hardware cooperative that sells hardware, home improvement, and garden supplies to DIY consumers and commercial contractors through physical stores, e-commerce, and a mobile app.
- Ownership category
- akta.pro rank
Dennis Company industry classification
Industry- Product category
- Hardware Retail
- NAICS
- Hardware Retailers (44414), Home Centers (444110)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
Keywords
Where Dennis Company is headquartered
LocationHeadquarters
- HQ city
- Overland Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dennis Company business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Retail Product Sales: Revenue generated from selling hardware, home improvement, and garden supplies through physical retail stores and e-commerce channels.
- Ace Rewards Membership: Loyalty program generating recurring revenue through membership engagement and associated product sales.
- Commercial/Pro Sales: Dedicated commercial division serving professional contractors and business customers with specialized pricing and services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Dennis Company product offering
Product offeringCore offering
Westlake Ace Hardware is a multi-store retail hardware and home improvement chain selling hardware, tools, paint, building supplies, lawn and garden products, outdoor living, pools and spas, pet supplies, and seasonal categories through physical stores and an e-commerce site. The company also operates a dedicated commercial division serving professional contractors and offers ancillary services such as spa delivery, crane services, and spa repairs. Customers can shop in-store, online, via in-store or curbside pickup, and through free delivery.
Product overview
Westlake Ace Hardware operates as a retail hardware store offering home improvement and garden supplies. The store features a broad portfolio organized into multiple departments including Pools and Spas, Lawn & Garden, Outdoor Living, Backyard BBQ, Paint & Painting Supplies, Power & Hand Tools, Building Supplies, Heating & Cooling, Plumbing Supplies, Lighting & Electrical, Pet Supplies, and more. The company also provides spa services including delivery, crane services, and repairs. Product offerings include nationally recognized brands such as Benjamin Moore, Big Green Egg, Black + Decker, Blue Buffalo, Craftsman, DeWalt, Diablo, EGO, Magnolia Home, Milwaukee, Science Diet, Scotts, Stihl, Toro, Traeger, Weber, and Yeti. Services include free delivery, curbside pickup, and the Ace Rewards loyalty program.
Differentiator
Problem solved
Functional benefit
Products and services
- Pools and Spas Pools and spas department selling hot tubs from Dynasty Spas, Master Spas, and Generation Hot Tubs, plus accessories, replacement covers, parts, and chemicals for residential pool and spa owners.
- Lawn & Garden Lawn and garden supplies and equipment for outdoor landscaping and gardening needs, including products from brands such as EGO, Stihl, Toro, and Scotts.
- Outdoor Living Outdoor furniture and living products for outdoor spaces including the California Outdoor Living collection and outdoor furniture.
- Backyard BBQ Barbecue equipment, grills, and accessories for backyard cooking, including featured grill brands Traeger, Big Green Egg, Weber, and Ooni.
- Paint & Painting Supplies Paint products and painting supplies including Benjamin Moore premium paints and Magnolia Home paint lines for residential painting projects.
- Power & Hand Tools Power tools and hand tools from leading brands including DeWalt, Milwaukee, Craftsman, and Black + Decker for DIY and professional use.
- Building Supplies Building materials and supplies for construction and renovation projects across residential and contractor use cases.
- Heating & Cooling Heating and cooling equipment and supplies for residential home comfort, including seasonal HVAC products.
- Plumbing Supplies Plumbing supplies and fixtures for residential and commercial plumbing repair and installation.
- Lighting & Electrical Home lighting and electrical supplies and equipment for residential electrical projects.
- Pet Supplies Pet food and supplies including Blue Buffalo and Science Diet pet food brands, plus pet care accessories.
- Hardware & Fasteners General hardware and fasteners for construction, repair, and DIY projects.
- Nursery & Landscape Plants, nursery items, and landscape materials for gardening and landscaping projects.
- Automotive and Marine Supplies Automotive and marine supplies and accessories for vehicle and boat owners.
- Fireplace & Hearth Department Fireplaces, hearth products, and accessories for residential use.
- Spa Delivery and Crane Services Professional spa delivery and crane services for hot tub and spa installation purchased through Westlake Ace Hardware.
- Spa Repairs Repair services for spas and hot tubs purchased at Westlake Ace Hardware.
Companies that use Dennis Company
Customer profileSegments2 records
Ideal customer profiles2 records
Dennis Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dennis Company partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ace Hardware CorporationcoreWestlake Ace Hardware operates as an independent Ace Hardware brand retailer, leveraging the Ace Hardware brand, national marketing, Ace Rewards loyalty program, and purchasing power through the Ace Hardware cooperative.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Dennis Company competitors and assessment
Company assessmentBroad incumbents
- Walmart: Largest U.S. broad-line retailer with growing home improvement, hardware, paint, and outdoor living assortment that competes for value-oriented DIY customers across Westlake's served markets.
- Lowe's Companies: Second-largest U.S. home improvement retailer with comparable DIY and pro product categories, omnichannel strategy, and brand partnerships competing for the same end customers.
- Home Depot: Largest U.S. home improvement retailer with overlapping DIY and pro customer segments, broader assortment, and larger-scale purchasing that competes directly with Westlake on price and selection.
- Tractor Supply Company: Rural-lifestyle retailer with overlapping lawn/garden, outdoor power equipment, pet supply, and hardware categories, serving a comparable rural and suburban customer base across U.S. geographies.
- Menards: Midwest-based big-box home improvement retailer with overlapping product categories, particularly relevant given Westlake's Overland Park, Kansas headquarters and multi-state Midwestern footprint.
Direct peers
- Harbor Freight Tools: Discount tool and hardware retailer competing directly on tool, fastener, and hardware categories, with an expanding U.S. store footprint targeting the same DIY and prosumer shopper.
- Ace Hardware Corporation: The parent cooperative of which Westlake is a member. Operates the shared Ace brand, purchasing network, and Ace Rewards loyalty program that Westlake's entire go-to-market depends on, making it the closest comparable.
- Do it Best Corp. Member-owned hardware cooperative serving independent retailers across the U.S. with comparable store format, hardware/home improvement assortment, and dealer economics.
- Northern Tool + Equipment: Multi-category retailer focused on tools, equipment, and outdoor power products with overlapping assortment in power tools, lawn/garden, and hardware categories.
- True Value Company: U.S. hardware cooperative operating True Value and Taylor Rental stores with a similar independent-dealer model, comparable product assortment, and competing brand partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Dennis Company social profiles
Digital presenceDennis Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dennis Company leadership team
Management profileNumber of profiles
Dennis Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dennis Company 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 Dennis Company
What does Dennis Company do?
Westlake Ace Hardware is a multi-store retail hardware and home improvement chain selling hardware, tools, paint, building supplies, lawn and garden products, outdoor living, pools and spas, pet supplies, and seasonal categories through physical stores and an e-commerce site. The company also operates a dedicated commercial division serving professional contractors and offers ancillary services such as spa delivery, crane services, and spa repairs. Customers can shop in-store, online, via in-store or curbside pickup, and through free delivery.
Is Dennis Company a public or private company?
Dennis Company is a private company. It is classified as unknown and is currently operating.
When was Dennis Company founded?
Dennis Company was founded in -1. It employs 11 to 50 people.
Where is Dennis Company based?
Dennis Company is headquartered in Overland Park, United States, in the North America region.
How does Dennis Company make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are ace Rewards Membership and commercial/Pro Sales.
Who are Dennis Company's main competitors?
Broad incumbents on record are Walmart, Lowe's Companies, Home Depot, Tractor Supply Company and Menards. Direct peers are Harbor Freight Tools, Ace Hardware Corporation, Do it Best Corp., Northern Tool + Equipment and True Value Company.
Does Dennis Company have an API?
No public API is recorded for Dennis Company.
What industry is Dennis Company in?
Dennis Company's product category is Hardware Retail. Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores. Its NAICS code is 44414.