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HOLMDEL, N.J. — Market Performance Group (MPG), an omnichannel commerce agency specializing in strategy and services, announced today its acquisition of E.A. Langenfeld Associates (EAL), a leading firm in the hardware and home improvement sector. The move positions MPG to leverage the growing opportunities in this market, projected to see steady annual growth rates through 2028.
EAL, a trusted industry leader with over 60 years of experience, has built a reputation for delivering growth for brands and retailers such as Ace Hardware, Lowe’s, and The Home Depot. The company, an Ace Hardware Quality Award honoree, brings extensive expertise in categories such as Hardware, Farm and ranch, and Industrial.
“EAL shares our passion and drive to create value for clients through a keen consumer-centric approach, deep industry relationships, insights-driven strategies, and strong operational expertise,” said George Cleary, CEO of MPG. “This acquisition underscores our commitment to equipping our partners with top-tier talent and cutting-edge capabilities in today’s dynamic retail environment.”
EAL CEO Steven Henley, who will join MPG as president of E.A. Langenfeld, emphasized the synergistic potential of the merger.
“We’re thrilled to share our expertise with MPG clients and provide our own clients with exciting new growth opportunities through MPG’s extensive omnichannel commerce capabilities,” Henley said.
The acquisition positions MPG to capitalize on trends in the Hardware and Home Improvement channel, which requires tailored strategies to navigate its complex retail landscape. EAL’s established relationships with major retailers and its expertise across eight channel sectors will enhance MPG’s ability to drive profitable growth for clients.
The expansion comes as the Home Improvement Research Institute (HIRI) forecasts significant growth in both consumer and professional markets, with annual rates of 4.2% and 4% respectively through 2028. Meanwhile, the Leading Indicator of Remodeling Activity (LIRA) predicts home renovation and maintenance spending will rise to $477 billion next year, reflecting ongoing consumer demand in the sector.
MPG’s acquisition will enable the company to address these opportunities by combining EAL’s in-depth knowledge of the Hardware and Home Improvement market with MPG’s advanced analytics, omnichannel capabilities, and executional expertise.
Headquartered in Mt. Prospect, Ill., EAL operates across multiple U.S. offices, including Fort Wayne, Ind.; Memphis, Tenn.; Saint Paul, Minn.; and Atlanta, Ga., providing coverage for retailers both nationally and internationally. The firm’s client roster includes top-tier names such as Menards, Rural King, Grainger, and McMaster-Carr.
The combined entity will deliver an end-to-end solution for brands, blending EAL’s strategic insights and operational strength with MPG’s data-driven approach and omnichannel commerce solutions. This integration will help clients navigate the complexities of the Hardware and Home Improvement space, ensuring success in a competitive marketplace.
“This partnership is about combining strengths to deliver exceptional results,” Cleary added. “Together, we are uniquely positioned to provide our clients with the tools they need to thrive in this high-growth channel.”
As the market evolves and consumer demand for home improvement solutions remains strong, MPG’s expansion signals a strategic commitment to staying at the forefront of the industry’s transformation.
