Rocky’s Ace Hardware celebrates 100 years of solving problems

Rocky’s Ace Hardware on Island Pond Road in the Springfield. The compamy is celebrating 100-years in business. At left is Johnny Falcone, Director of Growth and Acquisitions and Rocco Falcone, President and CEO.
Republican photo by Dave Roback

It is a milestone for any company to stay in business for 100 years. It is even more impressive when that business is family owned and an institution in more than 50 communities.

On March 6, 1926, Rocco “Rocky” Falcone opened a hardware store at the corner of Main and Union streets in Springfield. His great-grandson, John “Johnny” Falcone, director of acquisitions and part of the fourth generation of Falcones operating Rocky’s Ace Hardware, explained that when the Great Depression broke out, the store became “Rocky’s Rental,” because people largely could not afford to buy tools. A rental business was particularly well suited to the customers’ needs.

Over the years, the business continued to evolve to meet the needs of its customers. In the 1950s and 60s, the stores became neighborhood hardware stores where people could buy what they needed and get advice from the employees. By the 1990s, the company had pivoted to a more expansive view of home improvement, with showrooms so people could envision how their project might look.

In the 1970s, Rocky’s became part of the Ace Hardware cooperative of 5,800 independently owned retailers in 50 states and 60 countries. By joining with Ace, Rocky’s was able to take advantage of the buying power of a national entity.

Today, Johnny said, the stores offers convenience, not just in what products they sell, but in how people can access those products, whether it is through the company’s app, website or in store.

“The journey is not linear anymore,” Brian Bowler, head of marketing and sales, said of how people shop. Some customers come to the store and then compare prices online. Others start online to get an idea of what they need and then pick it up in the store so they can see what they are buying. Customers who are mid-project can even have items delivered to their home via DoorDash. And when customers are tackling projects, Johnny said the team of up to 850 Rocky’s Ace Hardware employees is always available to help. He said, “We have incredible, smart people on our team.”

Through it all, Rocky’s Ace Hardware has remained a family business. In 1966, Rocky’s son, James “Jim” Falcone became president and expanded the business to seven stores. Since Jim’s son, Rocco Falcone — named for his grandfather — became president in 1992, the number of stores has exploded to 50, stretching across New England, with stores also in Ohio, Pennsylvania, Florida and New Jersey. Two additional stores — in Manchester, Connecticut, and Kennebunkport, Maine, — will be opening in the year ahead. Rocco owns the company alongside his aunt Clair Falcone. Johnny’s sister, Melissa Falcone is a marketing specialist and their cousin, Anthony DeLiso is the company’s promotions coordinator.

Johnny said the key to Rocky’s Ace Hardware’s success is putting customers first, satisfying their changing needs and solving problems. For the next 100 years, Johnny said he envisions Rocky’s Ace Hardware will “continue to be who we are at our core; that is helping others,” Johnny said.

Brian agreed. “We don’t sell hardware. We don’t sell nuts and bolts. We help people solve problems,” he said. “We’re rooted in the community. We’re not going anywhere.”