Store Manger Scott Gorman
helps customer Tom Hayes of Germantown near a selection
of chainsaws Tuesday afternoon at the ACE Hardware in
The hardware store opened Jan. 8.
John Ehlke/Daily News
GERMANTOWN — After two years of looking, Ben Gil found a
third home for his chain of Ace Hardware stores in
store opened Jan. 8 and Gil said there has already been
an overwhelming response from the community.
really strive to cater to our local community,” Gil
said. He said his locations in Milwaukee County were
often involved in parades and during the month of
December they outdo themselves with their involvement in
South Milwaukee location brings in reindeer and has a
mailbox to send letters to Santa, and Santa will reply
to each of them.
stores, as well as the growth of Gil’s small business
also goes against the narrative of big-box retailers and
internet sales harming small businesses.
“It’s customer service,” Gil said, adding, “Everyone
that comes in is greeted at the door.”
Owner Ben Gil poses for a photo near a display of
John Ehlke/Daily News
Hardware has been ranked the highest in overall customer
satisfaction among home improvement retailers for 11
consecutive years. On a scale of 1,000, the rating for
the brand went up by 21 to 816 in 2017.
Truex, senior director of the at-home practice at J.D.
Power, said in a news release, “Home improvement
retailers understand that customers with higher levels
of satisfaction are more likely to repurchase and more
likely to recommend to their friends and family.”
hardware retailer also offers some items not sold online
and gives shoppers the chance to put their hands on
something before they purchase it. It has about 10,000
square feet of space and other than tools, offers
various home and garden supplies as well as paint and
other home repair materials.
“There’s still a need for someone to come and put their
hands on a product,” Gil said.
store is also ideally located in a strip mall, next to
Pick ’n Save and Jimmy Johns on Mequon Road. The various
options nearby make the strip more than a one-stop shop,
with a little more walking involved.
said he also hopes to work with other businesses in the
Germantown area for mutual benefit.
Customers Tom and Nancy Hayes get their groceries nearby
and decided to check out the store.
thought they had a really nice selection,” Tom said. He
added he appreciated the customer service and that he
had been talked to three times, something he and Nancy
agreed was nice.