POCAHONTAS LUMBER GETS NEW LOOK

JACKSON -- Pocahontas Lumber and Hardware Inc. has a new look.

The company, at 410 W. Independence in Jackson, will celebrate its "New Age of Ace" look Wednesday through Saturday. with special grand opening activities.

Pocahontas Lumber, founded almost 50 years ago in Pocahontas, became affiliated with Ace Hardware in 1974. A decade later, in 1984, the company expanded to its current 15,000 square feet of retail space.

In 1994, Ace Hardware announced its "New Age of Ace" strategic program, designed to provide a new hardware floor plan and retail concept.

"We started our remodeling program in January," said Ken Fluegge, a vice president with the company. "Since then, we have completely remodeled the store -- a new floor plan and new store fixtures. The remodeling has brought a tremendous change in the overall appearance of the interior and exterior of the building."

With the completion of the project, the company received a "PHD Rating" from Ace Hardware Corp.

Grand opening activities get under way Wednesday. Door prizes will be presented daily. The grand prize of the week will be a Char Broil Gas Grill.

Clinics will be presented Friday and Saturday by manufacturer's representatives.

Pocahontas Lumber is a family-owned business. Earl Saupe is president; Orville Fluegge, vice president; Loretta Fluegge, secretary; and Marlene Saupe, treasurer. Rick Saupe and Ken Fluegge are vice presidents. All are active in the business.

The lumber company was founded in 1949, when Clarence Saupe purchased a lumber company from R.C. Landgraf at Pocahontas. Saupe was joined by his son, Earl Saupe, while the younger Saupe was in school.

The company expanded in 1958, when it purchased Morton-Hall Lumber Co. in Jackson and operated both businesses. Orville Fluegge, the elder Saupe's son-in-law, joined the company in 1962. Three years later, land was purchased and new facilities -- including a 7,000-square-foot showroom and office -- were constructed at the present address and the company consolidated its operations.

Pocahontas Lumber, a member of the Mid America Lumbermen's Association, currently employs 28 people -- 24 full time and four part-time.