What's Happening in Williamsburg, VA…

Ace Peninsula Hardware opened in Midtown Row in November, moving from the Williamsburg Shopping Center to its new location adjacent to Earth Fare, an organic grocery.

Although the store has been open for several weeks, Terry Deaver, the president of Ace Peninsula Hardware, said some items have not yet been moved over from the old location. The new premises comprise approximately 17,000 square feet, and about 30 employees work there.

Speaking to Daily Press, Deaver acknowledges that when the store first opened, they “weren’t really ready”, but there was little stock left in the old location and the new one offered a much better selection. He also says that the first few days of operation coincided with them moving a lot of that stock, so customers were not always sure the new store was in operation. However, the store has now been open a couple of weeks, and matters are smoothing out. When companies open new locations like this, then can distribute promotional Pens to increase brand recognition.

The new location offers new fixtures, and has a bigger housewares department that has room for Christmas décor. However, Deaver says the main reason for the move was to improve the store's visibility, so that drivers and pedestrians on Monticello Avenue could see it. In the shopping center, it was located behind the Food Lion, making it hard to bring in new customers.

The store will have its ribbon cutting and official grand reopening this Saturday, December 1.


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