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Company: Ace Hardware Indonesia Tbk PT 
Brand value: US$342 million
Year on year change: 6%
Headquarter city: Jakarta 
Industry: Retail 
Year formed: 1995 
Ace Hardware is a home improvement and lifestyle retailer that has been expanding rapidly in recent years. It has more than 120 stores in 34 Indonesia cities and continues to expand. It stocks around 85,000 products, and in early 2016 launched an e-commerce platform and a mobile app that promise “solutions at your fingertips”.
The brand seeks to be ‘The helpful place’, and its current advertising has the tagline Bersama ACE, #SemuaBisaDiatur, which means “All can be arranged”. Ace’s target audience is middle-class and affluent families; it has a network of Toys Kingdom stores adjacent to some of its hardware stores. Net profit was up 10.88% percent in Q1 2016 compared to the same period a year earlier.
To mark the brand’s 20th anniversary in Indonesia, Ace donated an ambulance to the Indonesian Red Cross (PMI), and ran a blood donation campaign in 20 cities to collect 20,000 packs of blood for transfusions.
Ace in Indonesia operates on a franchise basis; the brand is originally from Chicago, and there are close to 5,000 stores in more than 60 countries. Ace’s flagship store in Tangerang is the largest Ace store in the world. Ace Hardware Indonesia is the franchise holder for the brand in Indonesia. An Initial Public Offering of 30 percent of shares in the company was held in 2007, with more shares released in 2012. They are traded on the Indonesia Stock Exchange.