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32 ACE


Company: Ace Hardware Indonesia Tbk PT

Brand Value: US$421 million

Headquarters: Jakarta

Year On Year Change: 47%

Industry: Retail

Year Formed: 1995

Ace Hardware is a home improvement and lifestyle retailer that aims to be “the helpful place” and “the valuable place” by providing a wide range of quality goods at competitive prices. The chain has been expanding in recent years, targeting growing numbers of affluent and middle-class consumers. In 2017, Ace Hardware Indonesia opened 17 stores – surpassing its target of 15 for the year – and currently has 144 stores across Indonesia. There are plans to open a further 15 new stores in 2018. Ace’s online store, ruparupa.com, and its mobile app, offer more than 25,000 products in categories from kitchenware to automotive, home appliances to baby items. In the past year, Ace has been collaborating with Liqui Moly to strengthen its offering in the automotive product category. Communications tend to focus on in-store promotions, which follow a seasonal theme and are refreshed every one or two months. These have recently included a “Fit and Healthy” promotion, a “Home for the Holidays” focus at the end of 2017, and another devoted to creating stylish place in small spaces. The business is booming; sales were up by 17.6 percent year on year in December 2017, and Ace is looking for growth of 10 percent for the year 2018. The Ace brand is originally from Chicago, and there are close to 5,000 Ace stores in more than 60 countries. Ace’s flagship store in Tangerang is the largest Ace store in the world.