If you’ve lived in the Driftless Area for more than a minute, you probably still call it True Value Prairie du Chien. Honestly, most of us do. It’s like that one friend who gets married and changes their last name, but you still accidentally call them by their maiden name for the next decade.
For fifty-two years, that big building was the cornerstone of DIY projects, emergency plumbing fixes, and Saturday morning wanderings for everyone in Crawford County. Then, 2022 rolled around, and the sign changed.
Suddenly, it was Nelson Ace Hardware.
People were confused. Was it still the same owners? Did the paint quality change? Is the popcorn still there? (Priorities, right?) Here is the real story behind what happened to True Value Prairie du Chien and why it actually matters for your next home project.
The Long History of True Value Prairie du Chien
The shop didn't just appear out of thin air. It started back in 1970. Back then, it was opened by Stuart and Beth Asch along with the George family and Ken Woodward. If you remember the old Commerce Court Mall, that’s where the magic began.
It was "Modern True Value" back then.
In 1998, a guy named Roy Kanis bought the place. Roy already had deep roots in the hardware world with his store in Viroqua. He renamed it Nelson True Value. That name stuck for a long, long time. Roy didn't just sit on his laurels; he added 5,000 square feet almost immediately to beef up the lawn and garden section.
Hardware stores in small towns like Prairie du Chien aren't just retail spots. They’re community hubs. You go in for a 1/4-inch galvanized nut and end up talking about the river levels or the high school football score for twenty minutes.
Moving Downtown
By 2015, the store had outgrown its old skin. The leadership—Dan Kanis and Mark Brueggen at the time—decided to move the whole operation to its current spot at 125 N Marquette Rd. They wanted to be closer to the heart of the city.
It worked.
The new building was cleaner, bigger, and easier to get to. It felt like a modern hardware store but kept that "I know your name" energy. They even won a National Innovative Hardware Retailer of the Year award in 2009. That’s a big deal for a shop in a town of 6,000 people.
Why the Switch to Ace Hardware?
This is the question that tripped everyone up. In 2022, the Kanis family decided to stop being a "True Value" and started being an "Ace Hardware."
Business-wise, it was basically about the supply chain.
Ace is a cooperative. The store owners are the ones who actually own the parent company. By switching, the Nelson team got access to a different inventory and better distribution. If you’ve noticed more Craftsman tools or Big Green Egg grills lately, that’s why.
Even though the red logo changed, the people didn't.
Dan Kanis retired in 2023, passing the torch to his sons, Jacob and Garriet. It’s a third-generation family business now. That is incredibly rare in an era where Amazon and big-box stores are eating everything in sight.
What You Can Actually Find There Now
If you're heading to the old True Value Prairie du Chien location today, you aren't just getting hammers and nails. The inventory is kind of wild for a hardware store.
- Ag and Farm Supplies: Because we’re in Wisconsin. They have stuff for poultry, goats, and horses.
- The Rental Center: This is the lifesaver. Need a stump grinder? A power washer? A floor sander? You can rent it here instead of buying a $2,000 machine you’ll use once.
- Small Engine Repair: They actually fix the stuff they sell. If your mower is acting like a brat, they have technicians on-site.
- UPS Shipping: This is a sneaky-good service. You can drop off your returns and buy a bag of grass seed in one trip.
The store is pet-friendly, too. Honestly, half the people I know go there just so their dog can get a treat from the cashiers. It’s that kind of place.
The "Nelson" Difference
There are two locations now: one here in Prairie du Chien and the original one in Viroqua. Together, they employ over 80 people.
When you shop at the former True Value Prairie du Chien, you’re literally paying the mortgage of someone who lives three blocks away from you. You’re funding the local Little League team.
The expertise is the real "true value" (pun intended). You can walk in with a broken pipe and a look of pure panic, and a guy who has been working there for twenty years will walk you to the plumbing aisle and explain exactly how not to flood your basement.
You don't get that at a massive warehouse store in the city.
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Know Before You Go
If you're planning a project this weekend, here is the brass tacks info for the 125 N Marquette Rd location:
- Hours: They open early. 7:00 AM on weekdays. If you’re a contractor or a DIYer who woke up at dawn with a "great idea," they’re ready for you.
- Sunday: They close earlier, usually around 3:00 or 4:00 PM. Don't wait until dinner time to realize you need a specific screwdriver.
- App Savvy: Since they are now part of the Ace network, you can use the Ace Rewards app. It’s actually pretty decent for getting $5 coupons that make those "boring" purchases like furnace filters feel like a win.
True Value Prairie du Chien might have a different sign on the front, but the soul of the store hasn't moved an inch. It's still the place where you can find a weirdly specific bolt, get a key cut, and talk to someone who actually knows what they're talking about.
Actionable Steps for Your Next Project
Instead of just wandering the aisles, make your next trip efficient. Check the Ace Hardware app before you leave the house to see if your specific item is in stock at the Prairie du Chien location. If you have a large project, call ahead to the Nelson Agri-Center service desk; they can pull your lumber or large orders in advance so you aren't waiting around. Lastly, don't forget to bring your old batteries or lightbulbs for their recycling programs—it’s one of those "hidden" services that makes life easier.