Howard Brothers: Hometown Business With Big Ideas

It’s obvious to customers at any of the Howard Brothers True Value Hardware locations that there is a friendly, small town vibe immediately upon entering the building. Veteran cashiers of as many as 30 years greet customers by name. It’s not unusual to run across owners John and Doug Howard assisting customers.

“Howard Brothers has always been a friendly, family-oriented business," said Andy Darnell, marketing manager for all three stores. “It’s important to John and Doug to maintain that atmosphere, and it pays off in terms of repeat, regular customers.”

Yet there have been changes at the hardware store. Thirty years ago, hardware stores were somewhat exclusively the domain of the expert handyman, and the emphasis was on having as much stock in the building as possible. As Howard Brothers celebrated its new “grand opening” last year with True Value Hardware, the store layouts have been changed to make them more inviting to the casual visitor. Going to the hardware store is not the intimidating experience that it once was.

“Our emphasis on service is a big part of our success," said Darnell. “All of our employees are well-trained and empowered to help customers solve their problems.”

Another key component to the Howard Brothers success story has been the demand for outdoor power equipment. As a key supplier of a number of major brands, including Stihl, Howard Brothers has become an important supplier of equipment to landscaping companies and other contractors. This has helped all of the locations maintain a foothold in the industry during difficult economic times.

The challenge that remained was getting their message out to the public, which is where their on-line presence has come into play. It was important to the Howards that the image still reflect the locally owned and operated “flavor." That’s where Darnell fit in. Darnell had been an 11-year Howard Brothers employee, working the floor and helping customers, before he left five years ago to pursue opportunities in web design and business strategies. When the Howard brothers told him that they had a need in that area, Darnell was only too happy to return.

The resultant website maintains the hometown appeal of the local hardware store, while still taking advantage of the tools that the web has to offer. Howard Brothers also has ventured into social media. In addition to a completely revamped website, Howard Brothers' is represented on Facebook, Twitter, and even YouTube, where they post instructional and marketing videos.

Howard Brothers places a high priority on visibility and involvement in the local community. For example, they were among the sponsors of the Duluth Fall Festival. They displayed lawn equipment in the Man's Corner and sponsored an appearance by The Georgia Gardner Walter Reeves. 

In August, Howards Brothers was able to help the Men’s Ministry at Blackshear Place Baptist Church in Oakwood during the Northeast Georgia’s Sportsmen Feast.

Regardless of which location you’re shopping, you can expect a consistent and helpful atmosphere. John and Doug are familiar faces at all three locations: 3616 Buford Hwy., Duluth; and 6884 Buford Hwy., Doraville; and 4272 Mundy Mill Road, Oakwood.