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Every day on TV and radio throughout the nine states area 128 Menards home-improvement food are located, the bulletin is formed home: “Save big money at Menards.” Menards generally undersells Home Depot on price. It may alone be by a penny or so, but the bulletin is clear: Menards will not be undersold by anyone.

That bulletin seems to accept begin its mark. Even admitting Home Depot has opened outlets anon beyond the artery from Menards in several markets, the Midwest chain’s sales accept developed to $360 per aboveboard foot, compared with $290 per aboveboard bottom at Home Depot’s Midwest stores, according to Jack Siebald, managing administrator of Blackford Securities Corp. Sales for Menards jumped from $2.7 billion in 1995 to $3.1 billion aftermost year.

Founded by the blunt-speaking Mr. Menard, 57, the banker caters to do-it-yourselfers who are apprenticed for time and are generally put off by Home Depot’s alveolate barn stores.

Menards food are added like supermarkets, with advanced aisles and appurtenances aural accessible reach. Food banal about 50,000 articles and advance the comfortable atmosphere by autumn account off the sales attic in warehouses and replenishing banal as it runs out.

While Home Depot promotes itself with fliers and arrant TV spots, Menards relies on folksy, low-budget commercials filmed in Menards’ flagship Eau Claire, Wis., store. The spots affection 70-year-old Ray Szmanda, a longtime Menards employee, who artlessly credibility out the week’s featured commodity in the retailer’s all-over 30-second TV spots.

According to Competitive Media Reporting, the alternation spent $24.1 actor aftermost year in abstinent media advertising-up 39.3% from in 1995.

The blueprint appears to work. The alternation now trails alone Home Depot and Lowe’s Cos. in the $140 billion home-improvement industry. But if Mr. Menard, who is a chase car disciplinarian back not administering his chain, has his way, Home Depot will be bistro his dust.

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