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Family-owned Hardware store rebrands their local presence



Albany, NY, August 7, 2019 –  With their purchase of 42 Saratoga Avenue earlier this week, the Grasso family, Angelo, Giovanni and Erika Grasso, have announced the rebranding of their ACE Hardware presence in the Capital region to Hatchet Hardware.

"We love being a part of the ACE Hardware family, but we also felt that it was time to change things up. Rebranding to Hatchet Hardware supports our desire and vision to continue to grow a strong brand identity that is loyal to Upstate New York," says Angelo Grasso. "Currently, we have three diverse Hatchet Hardware locations. We also have the ball rolling on a few projects, including our new shop on Saratoga Avenue and our Grand Opening for it early next year. Our new location will have a special section dedicated to different styles of hatchets that we are very excited about.”

Inspired by the short story, Hatchet by Gary Paulsen, the Grasso's liken the story to that of their own. "Hatchet is about a kid named Brian, who is traveling to visit his father for the summer on a single-engine plane. During the flight, the pilot suffers a massive heart attack and dies. Throughout the ordeal, Brian managed to land the plane, and then, left with just a hatchet, had to figure out how he would stay alive in the wilderness. I always refer to the story when I’m asked about the inspiration for the name change," says Erika Grasso. "Competition from online vendors and big-box chain stores is at an all-time high. Our Hatchet is offering knowledgeable customer service and selling high-quality products at an honest price. Staying true to our down to earth, family-oriented roots despite the harsh retail climate is something that we are very prideful about."

In addition to three Hatchet Hardware locations in Northern Albany, there are also plans in motion by the Grasso’s to bring Hatchet Hardware shops to the Towns of Niskayuna and Wynanskill by the Spring of 2020.

If you would like more information about this topic, please call Caroline Bolibaugh at (518)

629-0256, or contact via email at [email protected].

About Hatchet Hardware: Hatchet Hardware, formally known as Ace Hardware of Troy and Ace Hardware of Brunswick, is an independently owned and operated Ace Hardware dealer with multiple store locations in the New York Capital Region. Hatchet Hardware's mission is to continue to think outside of the box and break the mold of what it means to be an average hardware store. In addition to a knowledgeable, dedicated staff, customers can expect to find everything from power tools and gardening equipment, to gift ideas and art supplies, and so much more in between at each all-inclusive Hatchet Hardware location.

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