A brand-new hardware store just opened in Reno, but it's not a franchise, and it's not owned by a big corporate giant. Carter Bros. Ace Hardware is the idea of three brothers from Ely, Nevada who felt it was time to bring the neighborhood hardware store back to the neighborhood.

Carter Bros. is located across from the Ponderosa Meat Company on South Virginia Street near Vassar. This type of "mom and pop" hardware store is something we haven't seen in midtown Reno in a very long time.

The building here was built in 1947. It used to be the old Sprouse Reitz department store, before hosting at least on Antique Mall. Now, for three brothers, it's a dream come true.

It's the type of place where the employees know you by name. And when they're done helping you get what you need, they help carry your items out to your car.

For owner Tim Carter, it's a vision that he and his two brothers had after they tested out life in the corporate world. They say their new business plan is to build trust in the community, a traditional local shop with a neighborhood feel.

"When you come into our store, we're going to greet you. We're going to ask you what you need help with. We're going to talk to you about the project your working on," said Carter

Carter Bros. has everything a larger, box hardware store carries, minus the bulk prices. He says when you go to Ace, you'll be paying for convenience and quality. Plus, every employee has at least twenty years of experience in their particular hardware specialty.

Neighbors and business owners in the Midtown Reno area say it's about time.

"I am a former resident of this area and lived within blocks of here. I would have died to have something like this when I lived here," said Pat Simpson, who owns the Arch of Reno Wedding Chapel down the street.

"I am very happy about it. I've been telling everyone, 'we have a hardware store in the neighborhood now.' They go, 'oh really, I didn't know that,'" said Burt Roberts who lives three blocks away.

Customers say it's quicker than driving to a larger store and being forced to find a parking spot and wait in line. Already, the owner says there are "regulars" who come in almost daily...but he says some people are pessimistic, given the state of the economy.

"From a timing standpoint, there's a lot of people who think we're crazy," said Carter.

But he says he sees the struggling times as an opportunity, a chance to build a long-lasting business that locals can depend on...and hopefully, his grand kids can retire from.

Carter Bros. is also more than just a hardware store. They serve fresh coffee here every morning, and soon, they'll also have a popcorn machine for the kids.

Already, the neighborhood has been very accepting of the store. Carter says on Christmas Eve, he got a plate of fudge from someone who lives down the street. So far, it seems that despite tough economic times, the business is off to a very good start.

Carterhe owners boast being the only "neighborhood format" hardware store within the McCarran loop. Their hours are Mondays through Saturdays from 8:00 to 6:00, and Sundays from 11:00 to 4:00.

The grand opening will be in March, where they plan to barbecue in the parking lot as they welcome themselves to the neighborhood.