Fall 2023 Hardlines Strategies

The stores carry Midwest Fastener, STIHL power tools, Cabot and Minwax stains and Valspar paint, stains and sundries. There are also plans to expand into lumber at both locations and to begin offering feed and supply for agricultural animals at the Aztec store. For inventory inspiration, Tyler says they like to explore unique hardware stores in northern Colorado and make a point to visit local stores when traveling. Rocky and his wife also hand-pick pottery and outdoor decor items from Mexico to bring back to the stores. Serving the Community Kirtland is a one-lane town, with all of the local businesses situated on the main highway. It’s an agriculture and farmer-focused area that borders the Navajo Nation Reservation. Although Kirtland is home to people from all walks of life, the Navajo Nation comprises approximately 80% of the customer base at Kirtland Mercantile. Many of the elders in the community don’t speak English and only speak Navajo. Fortunately, one of the store employees resides on the reservation and speaks Navajo. “It’s really important for us to have somebody here who can speak with them,” Tyler says. “They would rather speak with somebody who can communicate in Navajo.” In addition, the store runs radio ads in Navajo, using Basin Broadcasting Company Inc. located in Farmington. The new Kirtland Mercantile store offers locals a relief from having to drive to Farmington for their hardware needs. Tyler credits this convenience and exceptional customer service for the store’s success thus far. “Our company motto is to provide better than expected service,” Tyler says. “Anybody who comes into one of our stores can expect to be greeted immediately. We’ll hold their hand and walk them exactly where they need to go.” Future Focused With the successful integration of two hardware stores and a vision for the future, ESSCO Pipe & Supply aims to continue its growth and provide quality products and services to the communities it serves. The combination of a reputable pipe and supply company with well-stocked hardware stores has positioned the business as a go-to destination for both contractors and individuals in need of plumbing and hardware solutions in the Four Corners region. “Our main goal for the next few years at Kirtland Mercantile is to make sure we’re established and get our roots into the community and ensure the store is going to be a viable business for us,” Tyler says. Outside of Kirtland, Tyler says they are looking to expand the business to other towns and are always looking for businesses to purchase.

Above: Kirtland Mercantile serves local residents who otherwise would need to drive out of their way to access the same products and services. Below: Final details continue to come together at Kirtland Mercantile, including plans for a larger sign and adding gravel to the yard.

“We love to grow companies,” he says. “Whether it’s a hardware or plumbing store, we’re aggressively looking at different locations in New Mexico to expand to and we’re continually trying to get better and diversify. Within the next five years, we’re really going to try and scale up.” Tyler also says the company is considering rebranding to a farm and ranch model in the future and expanding into lumber. “Nobody can compete with us on our waterworks,” he says. “So if we can combine all of those elements into one model and brand, we can create something that is recognizable and a true staple for communities.”

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