Gasser Hardware originally opened in 1902 with John Gasser, in the community of Blue River, WI. Ray Gasser, John's younger Brother, opened a store in Boscobel in 1923. The second generation of the family, Bob Schmidt Sr. and Virginia Gasser Schmidt took over the store's operation in 1946.

Bob Sr. and a third generation Bob Jr. and Jan Folbrecht Schmidt bought out Schwartz Ace Hardware in downtown Lancaster in 1971. Bob Jr. and Jan ran the store until 1975, when they built a new 20,000 sq. ft. store on Hwy 61N in Lancaster. They bought out Bob Sr. in 1978 and in 1979 built a new 30,000 sq. ft. store in Boscobel. The fourth generation, Rob III and Dan helped continue the family tradition. Bob, Jan, and Rob opened a store in January 1997 in Hazel Green; two years later in October 1999, Dan joined the trio in the Galena and Maquoketa acquisitions.

Gasser True Value Hardware and Farm Supply locales offer the primary source of plumbing, electrical, power tools and hardware in each town they are located. The company expanded its merchandise line in 1975 to include farm supplies - fencing, animal health, convenience feeds and farm implement repair parts. Each company locale is also the primary source of farm and fencing supplies for their town. In the late 1970's the company expanded into lawn and garden including live plants and shrubs.

In August 1995, the decision was made to enter into the rental market with "Just Ask Rental", a store within a store. Offerings include tents, tables, chairs, heaters, fans, post hole diggers, to name a few. Rentals are available at every location except Hazel Green, where a grocery store (7,000 out of the 18,000 square foot) shares space with hardware. Hazel Green store customers have the opportunity to rent items from other Gasser outlets, if they so choose.

In 1982, Gasser was the first hardware store in Wisconsin computerized to track inventory at point of sale. Today, all five stores are electronically linked.

Nearly four generations later, Gasser True Value Hardware and Farm supply boasts five stores: Boscobel, Lancaster and Hazel Green in Wisconsin; Galena, Illinois; and Maquoketa, Iowa.