The Borre family, longtime owner and operator of Ace Hardware stores in St. Joseph and Stevensville, is growing their company. They are purchasing Watervliet Hardware, an independent store in downtown Watervliet, and will add the Ace flag and its multitude of brands and products to the store’s offerings.
General Manager Matthew Borre told us the transition will be gradual, so as not to disrupt existing customers in Watervliet. Borre said he’ll make the Watervliet store a “fully-branded Ace” by May and plans a Grand Opening then. The store will remain open and fully operational throughout the transition period.
The store is being acquired from longtime owner Brian Conrad, who will continue to assist in the transition for a couple of months, according to Borre. About six people are currently employed. Borre expects most of them will continue and he may add a couple of workers in the Spring. A store manager position is planned, most likely from the ranks of present department managers at the other two stores.
Word of the Borre/Ace expansion came in a statement on Facebook:
Your local Ace Hardware has added a NEW LOCATION: Watervliet, Michigan!
The Watervliet Hardware store (343 N Main St, Watervliet, MI 49098) has been bought and is currently in the process of becoming a fully branded Ace Hardware.
Over the next couple of months, we will be transitioning the store to be able to handle everything you have grown to love with existing Ace Hardware stores. The store will still be operating with its normal hours listed on Google.
Please be patient as we slowly transition our computer system and get Ace Rewards up and running! The store will remain the same and will still employ its incredible staff you have grown to love!
Borre told us they plan to maintain the “local hometown hardware store feel” in Watervliet, not totally mirroring the layout of the other two Ace locations. However, he sees expansion in key customer service areas like online shopping, in-store pickup and available delivery, which have not been part of the Watervliet store in the past.
Borre predicted customers will be especially pleased that the Ace Rewards program will be added as soon as their Point-of-Sale system can be properly linked with the other two stores and nationwide Ace loyalty operation.
He also sees a bigger emphasis on Lawn and Garden and Outdoor products this Spring, in line with his St. Joseph and Stevensville stores.
The Borre’s operate Ace stores at 2360 Niles Road in St. Joseph Township and at 1545 West John Beers Road in Stevensville.
Images supplied by Watervliet Hardware, Ace Hardware
