The True Value name existed from 1932 but it’s road to success and prominence starts in 1948 after the trademark rights were bought by John Cotter, owner of Cotter & Company. This is the point when the True Value name and trademark started making their presence known, the beginning of the long road to where it is today. Along that way, the corporation started a series of other brands, targeting specific market niches. Among them we can name the very successful Home & Garden Showplace covering the lawn and garden niche and the Just Ask Rental, Taylor Rental, Party Central and Grand Rental Station - several brands aimed at the equipment rental market. What is interesting is that most True Value stores are independently owned franchises with a wide autonomy - many of the details otherwise regulated in regular franchise deals are here left to the store owner.