North Coast Hardware

About the project

North Coast Hardware started as a small, family-run store. In a market dominated by long standing competitors, the goal was to elevate the brand into a recognized name in hardware and home improvement across Antigua & Barbuda. With plans to relocate to a larger space further north of the island, the timing was right to position North Coast as a modern, customer-focused hardware store with heart.

The Challenge

North Coast’s loyal customers were mostly from the island’s northern region. Relocating even farther north meant shoppers had to pass several competitors to reach them. Their slightly higher prices subject to the higher quality brands that they carried also posed a hurdle. We needed to convince customers that the experience, service, and product selection at North Coast were worth the extra drive—and the extra dollar.

The Solution

We positioned North Coast as the “feel-good” hardware store, known for standout service, quality products, and clever, witty eye-catching advertising. Year-round, themed promotions ran across TV, radio, social media, and events. This strategy sparked curiosity and urgency. From the grand opening day, sales exceeded expectations, and the brand has continued to grow as a favorite among both seasoned contractors and everyday homeowners. Comments we have often received from customers include: “I actually don’t need anything right now, but North Coast Hardware’s’ advertising makes me feel like I need to go there to buy something”