Dateline: Mar. 31, 2026

Grand Opening Day was sunny but breezy. The temperature struggled to get above 40° but all the snow had melted away. The parking lot was filled with cars tucked in between the pallets of fertilizer, grass seed, mulch, and other Spring lawn products.

Walking through the Grand Opening

Look quickly and you will see Store Manager Keith Maffei (center), retired former store manager Ken Warren on the left, several Allenstown Firefighters, Chief Growth Officer, Josiah Gates, on the right talking with a few employees, CEO Will Aubuchon returning from the back of the main aisle, and the store kitty cat on the right.

Inside the store, the place was festive with decorations, the shelves were stocked with merchandise – all the work of the local employees and the Aubuchon Support Team who spent the previous days getting ready for the big event.

Notice how bright and inviting the new interior appears

The old popcorn machine was in operation and customers were given free bagfuls. Next to the checkout counter was a sort of "wheel of fortune" that customers could spin and win coupons for merchandise. At the Benjamin Moore Paint Station, the counters enticed customers with coffee, pastries, fried chicken, and other tasty entrees.

At the appropriate time, CEO Will Aubuchon IV called everyone to attention for speeches and commendations. As a family-owned business, it is now led by the great grandson of founder William Aubuchon.

Will Aubuchon IV, CEO and President (second from left)

It is worth noting that William Aubuchon migrated from Canada in 1901 with his brothers and his mother, a young widow named Georgianna Aubuchon. After the family settled in Fitchburg, Mass., William held several jobs, finally working for hardware store owner Emile Dion. In February 1908, William bought the store which became the first Aubuchon Hardware Store. The year 2028 will mark the 120th anniversary of growth and expansion of the oldest hardware store in the country.

Mr. Aubuchon complimented Keith Maffei, who has served as Store Manager since July 2021. His photo taken inside the old store appeared in the Suncook Times newspaper for October 2025.

Mr. Aubuchon also introduced Ken Warren, the retired former Aubuchon Store Manager.

Ken Warren, retired Aubuchon Store Manager

He stressed that "the company is essentially a people business and our culture is built on six Core Values, and among these are Accountability, Growth and Continuous Improvement, and Teamwork." Mr. Aubuchon later provided the complete Core Values document which is linked on the right.

Next to speak was Josiah Gates, Chief Growth Officer, who provided much good information that appeared in the previous story, Aubuchon Ace Hardware 2.0. He introduced each member of the Support Team, with each introduction punctuated by applause.

Josiah Gates, Chief Growth Officer

Mr. Gates then introduced the members of the Support Team and Ace Hardware Corporation. Next he introduced representatives from Aubuchon's vendors: Benjamin Moore Paint, U-Haul, Pleasant View Gardens (plant wholesaler), Midwest Fasteners, Stanley Black & Decker, and Stihl, Inc.

Sean Curry, Vice President of Operations

Next up at bat was Sean Curry, VP of Operations. He admitted "Unlike Will, I'm only third generation hardware business. But I want all you [employees] to know that we are here to support you. Call us any time you need help." He then proudly reviewed several year over year sales statistics, all in the positive.

With that, Mr. Aubuchon thanked everyone for participating in the celebration and encouraged everyone to join in the Ribbon Cutting Ceremony outside.

Also present were members of the Allenstown Fire Department:
Captain John Sartorelli, Firefighter Austin LaDuke, and Lieutenant Brian Rondeau.

Allenstown Firefighters

They brought with them a few fire trucks.

Allentown Engine 1 and Ambulance 2

The Ribbon Cutting Ceremony

What would a Grand Opening be with out the proverbial Ribbon Cutting Ceremony? All of Aubuchon was ushered out to the front of the store into the brisk midday air, and lined up in a wide swath with an Aubuchon banner stretched out in front. Everyone joined in a countdown to zero as Will Aubuchon, jumbo scissors in hand, cut the banner, eliciting cheers from the group. This was followed by a quick retreat back into the store.

The Ribbon Cutting

What You Can Do

Read the Aubuchon Core Values and be impressed how positive they are, especially regarding the relationship of employee to customer and employee to employee. In a spiritual sense, they seem reminiscent of advice found in the New Testament.