A Century of Service: Eugene True Value Thrives for 100 Years by Staying True to Its People

For 100 years, Eugene True Value Hardware has been a fixture on the south side of Eugene, Oregon. This is the story of how four generations of one family built a business that has outlasted a century of change, told in a feature originally published in the February 2026 issue of Cutting Edge Product, written by Renee C. Gray of Hardware Store Marketing Experts.
Few independent hardware stores make it to 100 years, and even fewer do it while staying family-owned and community-centered. But Eugene True Value Hardware in Eugene, Oregon, has done just that. Their story is one of adaptation, humility, and a deep respect for both people and place.
When asked what it takes to stay in business for a century, Lucy White didn't hesitate. "Our customer service and our people; that's really what's kept us going," she said. "We've been lucky to have the best employees and the best customers."

A Celebration 100 Years in the Making

"It went very well," Lucy said, smiling as she recalled the store's 100th anniversary celebration. "We ran out of buckets, but nobody seemed to mind. People got creative."
For three days, Eugene True Value's milestone event drew crowds, including South Eugene regulars, new customers, and generations of families who have been shopping there for decades. "It was pretty much a very South Eugene event," Lucy said, "which is exactly who we are."
The celebration was lively with giveaways, anniversary sales, and displays honoring the store's long history. But it was also a marathon. "It was a great weekend, but we were exhausted," Lucy said with a laugh. "It was busy from start to finish."
What stuck with her most wasn't the sales or the turnout. It was the people. "It felt great to hear so many customers say such wonderful things about us," Lucy said. "It really made us realize how much this store means to people."

A Family Legacy, a Community Anchor

The Eugene True Value story began in 1925, when Lucy's grandfather, Gilbert MacLaren, purchased Eugene Hardware Co. in downtown Eugene. A respected member of the local Odd Fellows organization, MacLaren built the business on relationships, reliability, and community trust; values that remain central today.
Lucy's father, Donald MacLaren, took over after World War II and later moved the store to its current Willamette Street location in the 1960s. When that part of town was still "the edge of Eugene," as Terry White recalled, the family supplied tools and materials that helped build the very homes that now surround the store.
Lucy began working in the store when she was just 14, though she never expected to make it her career. "I really didn't think I'd end up here," she said. "I got a degree in art; this wasn't the plan. But it's been good to us, and we've enjoyed it."
In 1981, she and her husband, Terry, bought the business from her parents, becoming the third generation to lead it. Over the years, both of their sons, Steve and Doug, have worked in the store, with Doug now serving as assistant manager, continuing the family's hands-on approach and commitment to the community.

More Than a Store, a Family

Step into Eugene True Value on any given day, and you'll find a team that feels more like family. Five or six employees have been with the store for 20 years or more, a rarity in retail.
That kind of tenure doesn't happen unless people love where they work. It's clear that Eugene True Value has built a culture rooted in respect, teamwork, and trust; the same qualities that define how they treat their customers.
Customer service has always been their hallmark. The team takes pride in helping customers find the right solution, not just the right product. When asked why customers choose Eugene True Value when they could buy the same items elsewhere, Lucy didn't hesitate. She explained that the difference comes down to service; the kind of personal help you simply can't get anywhere else. Their customers know they'll be taken care of, and that's what keeps them coming back year after year.

Weathering Every Season Together

Over a century, Eugene True Value has seen it all: the Great Depression, World War II, recessions, COVID-19, and most recently, True Value's Chapter 11 restructuring. Through every challenge, one thing has kept the doors open: people.
"People were just glad to see we were still here," Lucy said with a smile, recalling the recent industry headlines. "They care; they really do."
That enduring loyalty is what has carried the store through a century of change. Whether it was finding creative ways to serve the community during tough economic times or keeping customers supplied during the pandemic, Eugene True Value's focus has always been the same; show up, stay dependable, and keep helping neighbors solve problems.
Moments like this underscore what 100 years of service really means: loyalty built through relationships, one customer at a time.

Lessons From a Century of Service

The Whites' advice for other independent retailers is simple: stay connected to your customers and take care of your people. Lucy believes loyalty is earned through consistency; by showing up, helping people, and doing the right thing day after day.
That steady, people-first approach has kept Eugene True Value thriving through economic shifts, cultural changes, and a century's worth of challenges and celebrations.
For the family, the 100th anniversary wasn't just about marking time; it was about gratitude. "Hearing all those kind words from customers, seeing familiar faces, it meant a lot to us," Lucy said. "We've been deeply grateful to have such good people around us; our staff, our customers, all of them. We couldn't ask for better."

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This feature was originally published in Cutting Edge Product, February 2026, and was written by Renee C. Gray, founder of Hardware Store Marketing Experts (HSME). Renee has spent more than 25 years helping independent hardware stores grow, from leading national marketing programs to supporting more than 350 store openings across the country. You can read the original published feature here.

Read the companion story on the HSME blog: How Independent Hardware Stores Survive 100 Years.