Price Hardware has been part of Atlanta, Texas since 1946 — a familiar doorway where generations have picked up tools, swapped advice, and supported a long-standing local business. For President and CEO Randal Wilson, that legacy carries weight.

“I love the store. I love the community. I love what it stands for,” Wilson said.

That loyalty is now driving his effort to strengthen the nearly eight-decade-old business for the next generation. But as Price Hardware faced rising costs, shifting consumer spending, and increased competition, Wilson knew the store needed support to stabilize, modernize, and grow.

What he didn’t expect was how deeply that support would shape the direction of the business.

A Referral That Changed Everything

Wilson first connected with Communities Unlimited (CU) through a referral from Amber Keith at the Northeast Texas Small Business Development Center (SBDC). CU’s work in East Texas is powered by the continued support of the T.L.L. Temple Foundation.

It’s a partnership rooted in a simple truth about rural economies. As T.L.L. Temple Foundation President and CEO Charlie Glover explains:

Seeking financing for R Jog Industries LLC — a rental business under the Price Hardware umbrella — Wilson began working with CU’s Lending Team and Senior Economic Development Loan Officer Chris Ranniger.

When the loan application shifted over to CU’s Entrepreneurship Team, Wilson was introduced to Management Consultant Trent Thomason. As Thomason worked through Wilson’s financials, a strong sense of trust developed. When the loan request didn’t move forward, Wilson raised deeper concerns about Price Hardware, prompting Thomason to refocus on the broader challenges within the business.

The pivot marked the beginning of a full business turnaround.

Stepping Into Ownership

Wilson started at Price Hardware 20 years ago and launched a long-term succession plan in 2024. He knows hardware inside and out — customer needs, product lines, repairs, and how to run a store day-to-day. But shifting into ownership brought a new layer of responsibilities.

“The financial side of it is kind of my weak spot,” Wilson said. “(Trent) walked me through some of that. And then business ownership is a whole new thing.”

Thomason saw the gap immediately.

“Randal learned the business by working in it,” he said. “But he didn’t have the financial literacy that comes with being an owner. He didn’t go to school for that — he just kept taking the next step.”

Rising operating costs, shrinking margins, and inventory challenges were straining the business. Atlanta, the largest community in Cass County, was feeling national economic shifts locally — and Price Hardware was no exception.

CU’s Role

The work began with a deep dive into the numbers.

“We looked at all of his financial statements, dug into his balance sheets, looked for patterns, and helped him see what we were seeing — where he could improve and what might be at the root of his challenges,” Thomason said.

They sat down together and took a hard look at how the business was running — what was slowing down cash flow, whether they were buying too much or too little inventory, how customer habits were changing, what competitors were charging, and which parts of the store were performing well. They paid special attention to the service-and-repair department, which is one of Price Hardware’s strongest areas. They also looked for ways to cut costs without hurting customer service or the store’s good name in the community.

Thomason also helped Wilson compare Price Hardware’s numbers to typical hardware-store benchmarks, so he could clearly see how the store stacked up and which changes would make the biggest difference.

The effect was immediate: structure, clarity, and confidence.

A Step Forward

As Wilson gained clarity, he identified a major opportunity that would reshape the store’s future — a full rebrand back to True Value, a company Price Hardware had worked with for years.

“I really think our engagement was a catalyst for him,” Thomason said. “He identified the True Value opportunity on his own, but our work helped him understand the position he was in and that change had to happen.”

The True Value transition included: new merchandise, a redesigned store layout, updated fixtures and signage, a stronger product mix focused on what customers actually buy, better pricing leverage and competitive positioning, and a strategically reduced store footprint to increase efficiency.

The shift immediately aligned Price Hardware with national retail trends — and early results reflect a strong turnaround.

Growing Revenue & Stronger Performance

As the remodel and operational changes took hold, revenue projections for 2025 increased by more than 20%, bringing the business closer to national averages for hardware retailers.

Price Hardware also strengthened its service-and-repair operations, a key revenue driver in rural communities like Cass County. Customers are responding positively to the improved layout, updated product mix, and competitive pricing.

“Really, we just get better,” Wilson said. “We get a better product mix, more of what our customers want, better pricing. We are staying very competitive and beating a lot of our competitors’ pricing.”

A Stronger Future for a Community Staple

For Wilson, Price Hardware isn’t just a store — it’s a commitment to Atlanta’s families, contractors, and small businesses.

“We’re kind of a staple of the community,” he said. “Hopefully, this will allow us to have more growth serving this community and possibly others.”

He credits CU with helping him navigate a turning point in the business.

“Oh, it’s been invaluable,” Wilson said. “It’s been a valuable resource.”

Thomason sees the long-term impact just as clearly:

“Randal’s financial abilities improved,” Thomason said. “We helped shore up strengths, highlight blind spots, and build urgency around what needed to happen. Now he’s acting with clarity. He’s moving in a way that leads to sustainability and turns things around for the better.”

Price Hardware’s story continues — but the direction is clear: stronger foundations, smarter operations, and a renewed commitment to serving the community for decades to come.