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HOW ACE HARDWARE GREW A TWO-SKU IMPULSE ITEM INTO A 31-PRODUCT BRANDED RETAIL RANGE

CLIENT

Ace Hardware U.S.A.
PROJECT

Develop a branded NovaBrix building brick set to expand the Ace Hardware impulse category - which grew into a permanent 31 SKU retail range..

WHAT WE DID

Built a range of Ace Hardware branded and seasonal NovaBrix toy SKUs

THE ACE HARDWARE BRIEF - FROM IMPULSE ITEM TO CORE RANGE

Initially, Ace Hardware briefed Novelli to create a playable item for their Impulse Category.  The objective was twofold: they wanted to drive retail sales but also build brand love with their consumers across the USA. 

 This began a period of significant growth - a clear example of how a single impulse item can evolve into a core branded retail range when the product is right.

 

INSIGHTS & DATA

Novelli knew that one of the best ways to drive brand love is through the power of play.

As Ace Hardware has an extremely loyal staff and customer base, we were confident that our NovaBrix range would be popular with fans of all ages who wanted a tangible piece of their beloved retailer in their own homes.

As well as the Ace Hardware store, our team quickly identified Ace Hardware's Heavy Hauler truck as a standout iconic brand asset.  With a fleet of these trucks servicing the 5,000+ Ace Hardware stores across America, they are a familiar sight.  With this in mind, we began developing two SKUs for the stores to retail.

Ace Hardware Heavy Hauler truck - the inspiration for the NovaBrix Heavy Hauler building brick set

HOW NOVABRIX BUILT ACE HARDWARE'S POPULAR RETAIL RANGE

The Innovation and Design Team at Novelli dedicated time to developing the Ace Hardware store and heavy hauler truck out of our NovaBrix building blocks.  We wanted to ensure that both closely resembled the 'real things' as we knew that their loyal customers couldn't be fooled by unrealistic imitations.

A number of special NovaBrix brick moulds had to be created to ensure features were as realistic as possible.  Rigorous testing also had to ensure that these new pieces were, like all NovaBrix, robust, safe and compatible with other major block building brands. 

THE RESULTS - 19 CORE LINES, 12 SEASONAL SKUS, AND 55 MILLION BLOCKS ACROSS AMERICA

The NovaBrix Ace Hardware Store and Heavy Hauler Truck were distributed through Ace stores nationwide and the feedback from store owners and customers was overwhelmingly positive. 

 Since then, Ace Hardware have expanded the NovaBrix range significantly - growing from the original store and Heavy Hauler truck to 19 core lines and 12 seasonal SKUs, with 55 million NovaBrix blocks now across the Ace Hardware range.

19 CORE LINES
55MILLION NOVABRIX BLOCKS IN ACE HARDWARE SETS
12 SEASONAL SKUS
SEE THE FULL RANGE OF BUILDS
SEE THE FULL RANGE OF BUILDS
SEE THE FULL RANGE OF BUILDS
SEE THE FULL RANGE OF BUILDS
SEE THE FULL RANGE OF BUILDS

WHAT ACE RETAILERS ARE SAYING

At Ace Hardware, we've enjoyed a strong and successful partnership with Novelli for many years. In the toy category, we have had great success with their NovaBrix building block brand.  Having sets which are exclusive, well priced and Ace branded has been popular with our staff and customers.  After the success of the first two items, they have been instrumental in helping us expand the range to 26 unique options - including seasonal products for Halloween and the upcoming Christmas season. 

Sean Flynn
Ace Hardware Merchant – Light Bulbs, Holiday and Toys
MissyAce Hardware Retailer - South Carolina, U.S.A.
“We carry all the products. Our number one on probably the forklift because the forklift guys back in our warehouse love to play with it as well!”
GregAce Hardware Retailer, Missouri, U.S.A.
“They do well for us - they are great.  We sell a lot of them.  We sell a lot of the forklifts and we sell a lot of the trucks.  We are ready to bring in some new planes and some other new stuff.”
JulieAce Hardware Retailer - U.S.A.
“These NovaBrix are absolutely so popular. We have done immensely well with them. I encourage everybody to have them - they really draw people!”
SarahAce Hardware Retailer - Washington, U.S.A.
“We carry all of the Ace branded building block sets and we fly through them.  We sell a million of them and I am constantly reordering!”
RyanAce Hardware Retailer - Tennessee, USA
“We ordered in tonnes of these hardware and truck brick sets for Christmas and sold out every one of them. Good job guys!”

INTERESTED IN BUILDING A BRANDED RETAIL RANGE WITH NOVABRIX?

Ace Hardware grew its NovaBrix range from a single impulse SKU to 19 core lines and 12 seasonal products across 5,000+ stores nationwide. If you're looking for a branded building brick range that drives repeat visits, builds brand love, and keeps customers coming back - get in touch with Novelli or explore what NovaBrix can build for your brand. 

Here's what we've built for some other well-known brands: 

 
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ABOUT ACE HARDWARE

 Ace Hardware is the largest retailer-owned hardware cooperative in the United States, with over 5,000 independently owned and operated stores. 

Founded in 1924, the corporation has just celebrated its 100th anniversary. In 1973, Ace Hardware became a retailer-owned cooperative, meaning that each store is independently owned and operated.   This unique business model allows Ace Hardware to tailor their products and services to meet the specific needs of their community, making them a trusted destination for home improvement products.

 

* Images above are for creative illustration purposes only.  Pieces may vary from actual product.

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