From Basement Startup to National Powerhouse: The Evolution of Ace Handyman Services and the Strategic Vision of Colette and Andy Bell

In 1998, the American home improvement landscape was starkly divided between high-end specialty contractors and a fragmented sea of independent, often unreliable, "trunk slammers." It was within this gap that Colette and Andy Bell identified a transformative business opportunity in Denver, Colorado. Starting with just $10,000 in personal savings and operating out of their basement, the couple launched what would eventually become Handyman Matters. Today, rebranded as Ace Handyman Services following a landmark acquisition by Ace Hardware, the company stands as a dominant force in the "Do-It-For-Me" (DIFM) sector, boasting over 380 territories and annual system-wide sales exceeding $113 million.

The success of the enterprise was predicated on a simple but profound realization: homeowners with small-scale repair needs were being systematically underserved. Large specialty firms, focused on high-margin projects like full roof replacements or complete kitchen remodels, viewed minor repairs as a nuisance or a lead-generation tool for unnecessary upselling. Colette Bell recounts that if a homeowner had a single sticking window, a window company would frequently refuse the job unless the client agreed to replace every window in the house. By positioning their business to handle the "small projects" with professional-grade reliability, the Bells tapped into a massive, dormant demand that saw their first year of operations experience "rocket-like" growth.

The Strategic Shift to Franchising

By 2001, the Bells faced a critical juncture. After expanding to six corporate-owned locations—three in Colorado and three in California—they realized the limitations of a centralized management model for a service that is inherently local and community-centric. The logistics of maintaining high-quality leadership and personalized customer service across state lines proved difficult to scale through corporate ownership alone.

This realization led to the decision to franchise the business under the name Handyman Matters. The transition was not without its challenges; as Colette Bell admits, the complexity of the franchising world was initially underestimated. However, two foundational decisions made during the early 2000s ensured the brand’s long-term viability.

First, the company implemented a system of protected territories defined by ZIP codes. By utilizing postal data and demographic metrics, the franchisor could ensure that each owner had a clear, non-competitive area in which to build their reputation. This structure provided a level of security that attracted high-quality investors who were looking for a stable business environment.

Second, the Bells introduced a "time-and-materials" billing model. In the construction and repair industry, fixed-price bidding is common but fraught with risk for small-scale projects where unforeseen complications can quickly erode margins. By billing for time, the company created a universal metric. While hourly rates could be adjusted to reflect the local cost of living—ranging from the high-cost markets of California to the more affordable regions of the Midwest—the concept of the "billable hour" remained a constant that simplified training and financial reporting across the entire franchise system.

The Ace Hardware Acquisition and Rapid Scaling

The most significant turning point in the company’s history occurred in 2019 when it was acquired by Ace Hardware, the world’s largest retailer-owned hardware cooperative. For Ace Hardware, a brand founded in 1924 with a reputation for "the helpful hardware folks," the acquisition was a strategic move to capture the service side of the home improvement market. It allowed Ace to offer a seamless transition from selling tools and materials to providing the labor to install them.

Since the acquisition, the brand—now Ace Handyman Services—has seen an unprecedented period of expansion. Under the leadership of Andy Bell as CEO and Colette Bell as Vice President of Franchise Development, the footprint grew from 119 territories at the time of the sale to 383 territories as of early 2024. This represents a more than 220% increase in geographic reach within five years. Financial performance has followed suit, with a 12% growth rate between 2024 and 2025 alone, pushing total sales past the $113 million mark.

Operational Excellence and the "Soft Skills" of Repair

A core component of the brand’s success is its focus on professionalizing a low-tech industry. In an era where "ghosting" by contractors is a common complaint among homeowners, Ace Handyman Services emphasizes punctuality and presentation. The company’s internal mantra, "if you’re not early, you’re late," is reinforced through rigorous coaching. Employees are required to wear logoed apparel and maintain a professional appearance, a stark contrast to the often informal standards of the independent handyman market.

Furthermore, the company focuses on "whole-house" helpfulness. Colette Bell highlights small gestures, such as moving a neighbor’s trash cans back up the driveway, as key differentiators that build trust and community rapport. This philosophy extends to the administrative side of the business, which includes a robust follow-up system. Franchisees are encouraged to call customers the day after a job to ensure satisfaction and again at the 11-month mark to honor the company’s one-year warranty.

The Profile of a Successful Franchisee

As the brand continues to expand, the criteria for new franchise owners have become increasingly refined. Interestingly, technical proficiency in carpentry or plumbing is not a prerequisite. Instead, the company seeks individuals with strong leadership and "people-first" mindsets. The current roster of successful owners includes former horticulturalists, finance executives, military veterans, and educators.

The initial investment for an Ace Handyman Services franchise in 2026 is estimated to range between $132,200 and $226,000, which includes a $70,000 franchise fee. The company’s leadership views the ideal candidate as someone who prioritizes culture and community impact over immediate financial gain. According to Colette Bell, a focus solely on the bottom line is often a "red flag," as the business model relies heavily on the quality of the relationship between the owner and their employees, who are the primary face of the brand to the consumer.

Resilience Through Crisis: The COVID-19 Adaptation

The strength of the franchisor-franchisee relationship was put to the ultimate test during the COVID-19 pandemic. When indoor service calls became a health risk and many regions entered lockdowns, the company utilized the downtime to collaborate with owners on new safety protocols.

This collaboration led to the development of "touchless" service procedures. For example, the industry-standard physical signature on invoices was replaced with a "verified by voice" recording system to minimize physical contact. These innovations allowed the franchise to hit the ground running once they were designated as "essential services" in April 2020. This period demonstrated the inherent advantage of the franchise model: the ability to crowdsource solutions from hundreds of local entrepreneurs and implement them system-wide in real-time.

Market Context and Future Outlook

The rise of Ace Handyman Services coincides with a broader shift in American demographics. As the "Baby Boomer" generation ages and "Millennials" enter the homeownership market—often with less interest or skill in DIY repairs than previous generations—the demand for reliable handyman services is projected to grow. The U.S. home improvement industry is estimated to be worth over $500 billion, and the DIFM segment is its fastest-growing component.

Looking toward the next decade, Colette Bell’s vision for the company is centered on longevity and the creation of generational wealth. Drawing inspiration from the parent company, Ace Hardware, where stores are frequently passed down through multiple generations, she hopes to see Ace Handyman Services territories become family legacies.

"Success means our current franchise owners are still here," Bell notes, emphasizing that the brand’s 28-year history is just the beginning. With plans to eventually cover at least half of the United States, the company is focused on scaling its footprint while maintaining the local, neighborly feel that defined its origins in a Denver basement.

The evolution of Ace Handyman Services serves as a case study in identifying a market niche, leveraging the strengths of a franchise model, and aligning with a legacy brand to achieve national scale. As the company continues to grow, its impact on the home improvement industry remains a testament to the power of professionalizing the "small project" and the enduring value of reliability in the service sector.