Couple shares how their store became Ace Hardware’s ‘Coolest’
Gemmen’s Ace Hardware storefront; Banners in the store proclaim Gemmen’s Ace Hardware, of Hudsonville, was named Ace’s coolest hardware store in the United States in 2021.
By SHANDRA MARTINEZ
Photos STEVE JESSMORE
Andrew and Jennifer Gemmen believe their boots-on-the-ground approach to operating their store probably best illustrates their passion for both their customers and employees. Gemmen’s Home & Hardware has been around for 65 years, but it isn’t past its prime. In fact, the Hudsonville store was recognized this year with Ace Hardware’s 10th annual “Coolest Hardware Store” award. Selected from 5,400 stores around the globe, this coveted recognition is based on how well the store differentiates its offerings, services and culture to meet the needs of the community. “It really is the epitome of what an Ace store is,” said third-generation owner Andrew Gemmen, explaining that the award is about how Ace members put their own spin on the beloved brand to “create an environment that people want to shop and is, more importantly these days, where they want to work.” Connecting with the community is a pillar of their business model, whether it is the store’s annual Mother’s Day and Father’s Day events, special visits with Santa during the holidays or the annual “Ladies Night,” which has grown into a highly anticipated local event. 10
MICHIGAN RETAILER OCT / NOV 2021
ONLINE SALES SPIKE The staff has continued to engage the community in fun and relevant ways, even during the pandemic. They created new, safe ways to connect with customers, including virtual visits with Santa and allowing children to virtually nominate parents to receive a special gift for Mother’s Day and Father’s Day. “We just did different things like that, where we kind of just had the shift from in-person events to things that could be done virtually, but still make people feel vested and involved,” Jennifer said. In addition to fun events and store promotions, Gemmen’s gives back to the Hudsonville community in numerous ways, including supporting many local schools, charities and youth programs. The store also offers a series called Gemmen’s Workbench, free, informational sessions — online or in-person — for the community on topics related to home, crafting, lawn and garden, and hardware. As they have shifted to virtual events, their social media presence has grown. Online sales have spiked and continue to remain considerably higher than in 2019. Like many small merchants, finding a work-life balance isn’t easy since the business is a family affair. The couple’s sons, a college sophomore
