My wife & I have noticed that maybe they are trying to start a “budget friendly” “destination shop” experience… if that’s even the right way to say it? Locally, we’ve had an Ace open that has Hallmark & some other brands partnered. I think they’re trying to position themselves as a Xmas gift resource kind of thing. Also, I’m kind of surprised they’ve hung around this long, being the waaay in the back 3rd place hardware store to Lowe’s & Home Depot.