TruServ Consolidates Under True Value Name

In a move to create the world's largest retail hardware chain, TruServ Corp. is consolidating its three store identities under the True Value name.

The move, which begins this month, will rename more than 3,000 ServiStar and Coast to Coast stores by February, allowing the company to funnel all its advertising and promotional efforts into promoting a single chain of more than 8,000 stores.

"With the onslaught of marketing initiatives by all varieties of retailers competing for consumer attention, well-known brands are paramount to success," explains ceo Don Hoye.

From an operations standpoint, the move allows the co-op to realize efficiencies in signage, packaging, inventory management, material handling and distribution. Consolidation of paint products alone will reduce SKUs by 393.

"The increased focus on one retail identity will provide far greater awareness among consumers for each member's store, making us a competitive power both nationally and in every