Hardware Retailing

JAN 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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January 2018 | HARDWARE RETAILING 79 The business also stocks gardening supplies and paint and sundries, and the plumbing department serves the specific needs of its significant base of customers who are landlords. "We also have a small selection of lumber, so people don't have to drive 15 minutes to get one piece of wood," Speller says. "We try to eliminate the trip for people." The chamber of commerce and Waterloo's mayor have also been strong proponents of the business, attending the store's grand opening event and helping to publicize the store. "The mayor shows a lot of support and helps spread the word about the business," Speller says. "He came down to speak to the media about building up the economy on this side of town. He's been helpful, and he's on board to help this area." For All the Right Reasons Speller has started learning more about the home improvement industry by connecting with other retailers. He stresses the value of making connections, whether through store visits or at co-op markets. "Other store owners have been very helpful. If I have questions about something, I call them up and ask how they do it. They give answers in ways that only someone who has lived through it can," he says. "It's important to ask as many questions as you can and to be close with your sales representative." As the business grows, Speller looks forward to becoming a resource in the community, not only as a home improvement store, but as an employer and investor in Waterloo. "Right now, we're family-based, but eventually we want to bring jobs into the community and build up the area," he says. "Making that investment in ourselves is worth it because it's going to reflect in our community as well." Speller's True Value serves a variety of needs for the residents of Waterloo, Iowa, which is reflected in its product mix and community events. " Other store owners have been very helpful. If I have questions about something, I call them up and ask how they do it. They give answers in ways that only someone who has lived through it can. " —Allen Speller, Speller's True Value

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