During its inaugural Upfront event in Chicago, Ace Hardware unveiled enhancements to its RedVest Media retail media network, signaling its ambition to distinguish itself in the competitive retail advertising industry.
Expansion and Innovations at RedVest Media
Launched just a year ago, Ace Hardware introduced RedVest Media to help brands target consumers through channels such as mobile, digital, and in-store advertising. At the end of August, in a gathering at Wrigley Field, the company announced expanded capabilities for the platform, highlighted by an intensified collaboration with DoorDash. This partnership delivers new advertising possibilities through sponsored placements on DoorDash.
The latest suite of tools includes influencer campaigns relying on creators vetted by Ace, as well as weather-triggered programmatic ads that adjust to local climate events, allowing brands to react to immediate customer demands. Molly Hjelm, who leads RedVest Media, highlighted the benefit of influencer marketing for Ace’s customers, who often shop with a specific project in mind and depend on demonstrations or recommendations to guide their purchases.
Further advancements include the creation of an audience library tailored to connect brands with Ace’s primary audience: DIY homeowners. With more than 90% of Ace patrons owning their homes, Hjelm stated this presents strong value for brands in categories such as home improvement, insurance, renovation, and finance. According to her, marketers’ interest in accessing these audiences continues to rise.
Strategy and Scale in a Competitive Retail Media Market
In the retail media sphere, Ace Hardware competes with rivals like Lowe’s and Home Depot, each of whom expanded their media networks recently. Lowe’s brought in additional marketing channels and ad slots, while Home Depot debuted its newly branded Orange Apron Media in 2024. Although Ace does not match these giants in advertising expenditure, it leans on consistent presence and local store accessibility as key strengths.
According to Chief Marketing Officer Kim Lefko, 80% of U.S. households are within a 10-minute drive of an Ace Hardware location, strengthening both consumer convenience and brand visibility. She highlighted the success of Elevate Ace, the firm’s upgraded experiential store concept introduced in 2024, which has already recorded a 12% growth in same-store sales over traditional locations.
Digital engagement at Ace continues to improve, reflected in a 26% year-over-year increase in website traffic. Lefko shared that customers using the Ace Hardware app not only visit the store twice as often but also spend twice as much as the typical shopper, making the website the most effective channel for RedVest Media campaigns.
National Expansion with Local Ownership
Since its founding in 1924 by Chicago-based hardware merchants, Ace Hardware has prioritized an independently owned and operated network in its expansion strategy. In early September, the company marked the opening of its 100th new store in 2026, working towards the target of launching 170 additional locations by year’s end. Over the previous six years, Ace has increased its presence by more than 1,100 stores nationwide.
This extensive network, combined with innovations like influencer partnerships and programmatic ad solutions, allows Ace to support building national brands, as Molly Hjelm described at the event. Lefko clarified that RedVest Media’s mission is to strengthen, not compete with, partner brands—emphasizing that Ace refrains from developing private-label or imitation products using partners’ proprietary insights.
Executives at Ace Hardware stressed that trust and ongoing brand partnership are foundational to their approach. As Hjelm remarked, “You can trust that where you’re building your brand is a place that is in the business of keeping your brand in business for the next hundred years,” emphasizing Ace’s dedication to lasting relationships with both brands and customers.