How ProTrade Hardware Built More Than a Business in Somerset
By Michael R. Grigsby, Editor | Somerset-Pulaski Advocate
Image by Protrade (C) 2025 All Rights Reserved
Somerset, Kentucky SPA--In an era where big-box stores and online giants dominate the retail landscape, Luke and Jenn Bates are proving that the heart of commerce still beats strongest in the aisles of a local, mom-and-pop shop. Their store, ProTrade Hardware in Somerset, Kentucky, is more than a place to buy tools and supplies; it’s a story of passion, partnership, and a deep-seated commitment to community. It’s a journey that took them from secure corporate careers to the front lines of small-town entrepreneurship, navigating a global pandemic and financial uncertainty to build a business that is, in their own words, their retirement plan.
A Shared Dream Forged at Kroger
Before they owned a hardware store, Jenn and Luke Bates were building successful careers at The Kroger Co. Jenn, a Somerset native with a marketing degree from Eastern Kentucky University, worked her way up from a cashier to a co-manager over nearly two decades. Luke, originally from Monticello, graduated with a degree in Business Management and rose through the ranks to become a store manager.
They met at Kroger, where a friendship blossomed into a relationship and, eventually, marriage in 2019. Throughout their time there, they shared a persistent dream: to one day start their own business. "We tossed around all kinds of ideas," Jenn recalls, "everything from a smoothie shop to a detailing business". They knew they wanted to build something together; they didn't know what it would be.
The opportunity arrived from an unexpected source: Jenn’s father, Kennith Decker. He owned an equipment rental business and had considered opening an adjacent hardware store. Realizing he wanted to focus on rentals, he proposed the idea to Luke and Jenn. The suggestion clicked perfectly with the research Jenn had already done. She had contacted the local Chamber of Commerce to identify community needs, and the number one industry where residents were spending money outside the area was hardware. It felt, as Jenn describes, "like it was meant to be".
Image by Protrade (C) 2025 All Rights Reserved
Trial by Fire: Launching in a Pandemic
The transition from a stable idea to a brick-and-mortar reality was fraught with challenges. The biggest, Jenn admits, was fear. In April 2020, they left their secure jobs—and the steady paychecks, health insurance, and paid vacations that came with them—to bet on themselves.
Their leap of faith coincided with the global explosion of the COVID-19 pandemic. "During our final weeks there, the pandemic broke loose," Jenn says. Lockdowns and supply chain collapses followed, pushing their planned opening back by months. Compounding stress was a significant funding hurdle. Lacking the collateral for a traditional business loan, they were able to secure a line of credit only after Jenn's father stepped in to help. For operating cash, they made the difficult decision to cash out their 401(k)s. "We decided if we were going to bet on something, we’d bet on ourselves," Jenn explains.
The ProTrade Difference: People over Products
ProTrade Hardware officially opened its doors in August 2020. The name was chosen with professional contractors in mind, but the couple quickly discovered their primary customer base consisting of passionate DIYers. This realization prompted them to adapt, recently completing a full store remodel to expand their popular grilling and hearth product lines.
This adaptability is central to their business philosophy. When asked how they compete with giants like Amazon and Home Depot, Jenn flips the question: "Well, maybe the question is how can they compete against us? Well, guess what, they can’t, they don’t have us".
That personal touch is their superpower. Luke and Jenn are the faces behind the counter, always available to answer a call or text. They offer services that big-box stores often don't, such as free grill assembly, local delivery, and sending Milwaukee tools for warranty repair, even if the tool wasn't purchased from them. Their goal is to create an experience, hosting demo days and encouraging customers to sample rubs and sauces in-store. "We want to create a place where people can experience, learn, and enjoy in ways they simply can’t anywhere else," Jenn notes.
Image by Protrade (C) 2025 All Rights Reserved
A Partnership in Every Sense
Running a business as a married couple has tested their relationship daily, but it has also forged an unbreakable bond. They’ve learned to set boundaries, communicate effectively, and lean on each other's strengths. Jenn handles marketing and administration, while Luke manages ordering and inventory, though both wear all the hats required to run the store. "Navigating those challenges together has made us stronger," Jenn reflects.
That strength radiates outward into the community, which has wholeheartedly embraced ProTrade Hardware. Relying on word-of-mouth instead of big advertising budgets, they have built a loyal following of customers who have become friends. The stories they share paint a vivid picture of their impact:
Surprise deliveries of grills and mowers on Christmas Eve and for birthdays.
Hosting an impromptu wedding for friends inside the store after hours.
Luke personally teaches a recently widowed customer how to operate and maintain her mower, a service she still relies on years later.
Building for the Future
With its recent expansion complete, Luke and Jenn are now focused on the future at Protrade. Their vision includes expanding their unique selection of grilling supplies, offering local meats, and hosting regular in-store cooking classes to bring the community together. They have recently added a complete line of indoor and outdoor fireplace products, including gas log inserts (propane and natural gas, vented and vent-free), wood inserts, wood stoves, pellet stoves, electric fireplaces, and linear electric fireplaces. Customers will find leading brands such as Real Fyre, Astria, Montigo, Amantii, Monessen, Valcourt, Dimplex, and more.
For the Bates, success isn't measured by profit margins alone. "Success isn’t just a number, it’s a feeling," Jenn says. "We’ve built something beautiful from scratch that’s constantly evolving, connected with our community, and fostered meaningful relationships". It is this deep connection—to their work, to each other, and to Somerset—that ensures ProTrade Hardware will remain a cornerstone of its community for years to come.
Image by Protrade (C) 2025 All Rights Reserved
Please stop in and see them at 390 W KY-80 BUS, Somerset, KY, Store hours M-Fri from 8 am to 6 pm EST, Sat 8 am to 5 pm EST, Closed on Sundays, or follow them
on Facebook at www.facebook.com/ProTradeHardware
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(C) 2025 Somerset-Pulaski Advocate. All Rights Reserved
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