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Ace Hardware says its vendor-funded RedVest Media network has influenced more than $100 million in retail sales in its first year, with more than 100 vendors participating. The company has added social, influencer, weather-triggered and DoorDash advertising, while expanding sales measurement through Ace Rewards data.
Ace Hardware says its year-old RedVest Media network has influenced more than $100 million in Ace retail sales, as the cooperative adds advertising channels and measurement tools for participating vendors. More than 100 vendors have joined since the network launched in 2025, according to Molly Hjelm, Ace’s corporate vice president and head of RedVest Media.
RedVest gives vendors a centralized way to promote products across Ace’s digital ecosystem. Placements include Acehardware.com, email and push messages, as well as offsite display, video, connected TV and mobile advertising. The program is funded by vendors promoting products sold through Ace. Individual retailers do not have to create RedVest campaigns or manage advertising purchases.
Ace has added several capabilities since the network’s launch. Additions announced at its inaugural Upfront event in August include social and influencer marketing, programmatic advertising triggered by local weather, and placements in Ace’s DoorDash storefront. Weather-triggered ads can respond to conditions such as rain or snow. DoorDash gives vendors another route to reach people ordering Ace products through the delivery platform.
The network also offers RetailerReach, which lets eligible vendors contact Ace and Emery Jensen retailers through retailer-facing banners, emails and educational content. For consumer advertising, Ace Rewards data helps link exposure to a later purchase. Hjelm said vendors and Ace can access real-time reporting on sales from customers exposed to media. RedVest has added measures including return on advertising spend, total sales impact, the share of converted customers who are new to a brand, and comparisons among products, placements and creative.
Vendor Ads Across Ace’s Store Network
RedVest offers brands a single way to reach customers across a cooperative made up of independently owned stores. Hjelm described the scale of that structure as a challenge for vendors seeking visibility across about 5,300 stores. A centralized network can make it easier for participating brands to coordinate advertising across Ace’s digital channels while directing customer interest toward products sold by local retailers.
The reported sales figure is a measure of sales influenced by the network, not a claim that advertising alone caused every purchase. Ace’s use of loyalty data and its newer incrementality measurement are intended to help separate purchases associated with ad exposure from sales that may have occurred anyway. Those tools matter to vendors deciding where to spend marketing budgets and to Ace retailers whose stores may benefit when vendor promotions support product discovery and purchases.
From 2025 Launch to New Channels
Ace introduced RedVest to vendors at its 2025 Fall Convention in Chicago and formally launched the network days later. The company discussed its first year after the 2026 Fall Convention in Orlando. Its initial offer centered on advertising through Ace’s digital ecosystem and the use of Ace Rewards information to assess whether exposed shoppers later bought promoted products.
The network has since expanded beyond Ace-owned digital placements. Weather-based ads connect campaigns to local conditions that can shape household and project needs, while DoorDash placements reach shoppers using the delivery service. RetailerReach serves a separate purpose by helping vendors communicate product information directly to retail buyers and store teams. Together, the options give vendors several ways to reach consumers and retailers through Ace’s business.
““RedVest streamlines the process for brands to communicate with Ace customers and retailers at scale.””
— Molly Hjelm, Ace Hardware corporate vice president and head of RedVest Media
How Ace Counts Influenced Sales
Ace’s report does not provide a detailed methodology for the more than $100 million in sales influenced by RedVest, including the period covered, the attribution rules or how much of that total was incremental. “Influenced” sales should not be read as proof that the advertising caused every purchase. The source also does not give campaign-level results, vendor spending totals or a comparison with sales that would have occurred without the ads.
Hjelm said RedVest plans to continue expanding over the next three years, but the available report cuts off before specifying the full goal. The precise target, schedule and additional planned capabilities are not stated.
RedVest’s Three-Year Growth Goal
Hjelm said the network’s development will continue to respond to vendor feedback and follow where Ace customers spend their time. Over the next three years, Ace has set a growth goal for RedVest, but the report does not include the complete wording or a measurable target. Vendors and retailers will be able to assess the expansion through future participation figures and more detailed reporting on campaign sales and incrementality.
The next developments to watch are whether Ace adds more channels or measurement features, how many vendors join, and whether the company discloses more detail about the sales attributed to campaigns. The source does not identify a date for another announcement.
Key Questions
What is Ace Hardware’s RedVest Media?
RedVest Media is Ace’s vendor-funded advertising network. It lets participating brands promote products across Ace’s digital channels and, through newer options, on social platforms, DoorDash and other placements.
How much sales has RedVest influenced?
Ace says the network has influenced more than $100 million in retail sales in its first year. The report does not provide the attribution methodology or a breakdown of the figure.
Do Ace retailers have to manage RedVest campaigns?
No. The program is funded by participating vendors, and individual retailers do not have to build RedVest campaigns or manage advertising buys. Ace says vendor marketing can support awareness and purchases through local stores.
How does Ace measure whether ads lead to purchases?
Ace uses Ace Rewards data to connect advertising exposure with later purchases. RedVest reporting includes sales from exposed customers, and the network has added incrementality measurement for offsite advertising to assess whether campaigns produced additional sales.
What new advertising options has RedVest added?
Recent additions include social and influencer marketing, programmatic ads triggered by local weather, and advertising in Ace’s DoorDash storefront. The network also offers RetailerReach messages for eligible Ace and Emery Jensen retail customers.
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