Ace Hardware Debuts RedVest Media as Elevate3 Format Gains Momentum
Ace Hardware is modernizing its stores and its media ecosystem — two strategies working in tandem to create a better experience for both shoppers and brand partners.
The hardware cooperative recently marked the one-year anniversary of its Elevate3 Ace experiential store format, reporting strong results and ongoing expansion plans. Additionally, Ace officially launched its retailer media network, RedVest Media, giving brands more ways to engage shoppers across physical and digital touchpoints.
“In parallel to Elevate3 Ace, the launch of [RedVest Media], puts even more control in the hands of brands to drive their business and curate their presence on the digital and in-store shelf,” Molly Hjelm, corporate vice president of retail media at Ace Hardware, exclusively told P2PI. “The sales-based measurement available with the RedVest Media portfolio will help brands optimize how they show up within the Ace ecosystem and engage with our customer in order to maximize impact.”
What is RedVest Media?
Built in partnership with Epsilon Retail Media, RedVest Media offers a full-funnel suite of solutions, including:
- On-site ads, search and display (home page and mobile app)
- Email and push messaging
- In-store signage
- Off-site programmatic campaigns (display, video, CTV, mobile)
Campaign performance is available in real time through dashboards, with both managed and self-service options. RedVest Media is also interoperable with Pacvue, Flywheel and Skai.
Hjelm added that Elevate and RedVest Media together create new opportunities for targeted engagement. “Many of our stores are independently equipped with digital screens and audio and our store owners wield these to market to their customers,” she said. “We’re actively exploring ways to consolidate our inventory and make these available to brands.”
Elevate3 at the 1-Year Mark
Elevate3 reimagines the traditional hardware store with immersive brand destinations in four key categories: paint, power, backyards & barbeque, and home preservation.
The concept has moved beyond pilot into full rollout, with more than 130 remodels completed to date. Compared to non-implementing locations, Elevate3 stores are reporting +12% sales growth and +10% gross profit gains, according to the retailer.
Category sales lifts versus other Ace locations include:
- Power: +25% (Craftsman, DeWalt, EGO, Milwaukee, Stihl, Toro)
- BBQ: +22% (Big Green Egg, Blackstone, Traeger, Weber)
- Backyard: +6% (Lodge, Solo Stove, Stanley, YETI)
- Paint: +6% (Benjamin Moore, Clark+Kensington, Magnolia Home)
- Home Preservation: +8% (Scotts)
In August, Ace unveiled enhancements to the format, including a new “Sun & Shade” department with premium sunglasses, lifestyle apparel, hydration gear and outdoor audio equipment. Updates also included a refreshed lighting aisle and an Ace-exclusive Kohler faucet.
Ace plans to continue transforming new and existing stores with Elevate3 Ace over the next several years, backed by a $1 billion investment.
The Bigger Picture
The rollout of RedVest Media complements the growth of Elevate3, aligning store innovation with new advertising capabilities.
Together, the two initiatives signal Ace’s strategy to create a seamless ecosystem where shoppers can find what they need more easily — and where brands can connect with them in measurable, omnichannel ways.
