Home Hardware had become known more as a “gadget” store, up against behemoths known for DIY projects. They needed to make themselves a DIY-relevant brand for the next generation of Canadians moving into the home-owning and condo-renting phase of their lives.
For millennials, projects have become a source of pride and boasting rights on social media. But while they want to do these projects themselves, they don’t want to do them alone. And Home Hardware’s 1,200 dealers were just the people to help them.
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