Longtime local hardware franchise adopts new look
Por Hutton Marshall
Editor SDUN
Shrouded behind several rows of lush plant life and a large mural adorning the building’s sidewall, it’s immediately apparent that Hillcrest Ace Hardware aims to brand itself as a bit more than just a place to buy a hammer and nails.
Incense, eastern-influenced interior decorations and off-color home accessories greet customers as they walk through front doors. Tin buckets are morphed into lights and hung from the ceiling.
After nestling itself into the community 19 years ago, Hillcrest Ace is now solidifying its creatively presented niche in the community by remodeling a sizable chunk of the two-story location.
“By the time we finish … about 50 percent of the store will have been remodeled,” said Hillcrest Ace owner Bruce Reeves. “It’s been 19 years, it’s time to make things look fresh.”
Setting up shop at the notoriously challenging business corridor along University Avenue east of Highway 163, Hillcrest Ace has achieved success rarely seen by businesses on the block. Reeves attributed much of this staying power to a mutual compassion existing between his store and the Hillcrest community.
“The community has really embraced us and supports us, so I would think it’s our great customers that keep us here,” Reeves said.
The community’s embrace is shown through the five Nicky awards Hillcrest Ace has under its belt. Good business goes hand in hand with a give-and-take philosophy to Reeves. He has regularly employed students and San Diegans in rehabilitation programs, those who appreciate being given an opportunity to work.
“My philosophy is that when they come to me and say I’ve found a better job, I just think it’s an amazing thing,” Reeves said. “I think we’ve hired at least 500 people from the community.”
On the business end, Reeves also credits the wide range of products offered to the store’s success. This versatility that allows them to adapt to emerging and fading trends is what’s kept them relevant to their customer base.
“I think with a lot of businesses, it’s those selling one single item that go out of business,” Reeves said. “With us, we have so many different categories, if something goes out of style we can just phase into something different.”
Hillcrest Ace’s new round of remodels follows this mentality, allowing for a new series of products to gain more visibility within the store. Perhaps the most easily recognizable aspect of their remodel is the overhaul of their paint section. This comes along with a new partnership signed with Valspar Paint, which will significantly expand their selection.
Another area currently still being remodeled is their below-ground floor, which is getting spruced up to reflect the bright atmosphere of the rest of the store. The storefront got a big overhaul as well, now hiding itself behind a small forest of plants for sale.
To get a complete picture of Hillcrest Ace’s new look, nothing tops a visit to the store itself. For more information, visit hillcrestacehardware.com.
