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Hardware giant offers help and a smile



COMPANY Ace Hardware Indonesia Tbk PT

BRAND VALUE US$287 million






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, and it now has 129 stores across 34 major cities in Indonesia, along with 26 Toys Kingdom stores in 11 cities. Toys Kingdom’s tagline is “Creating Smiles”. In 2016, Ace launched an online store, ruparupa.com, and a mobile app that both promise “solutions at your fingertips”. The online store offers more than 25,000 products in categories from kitchenware to automotive, home appliances to baby items. Ace does no television advertising; communications tend to focus on in-store promotions, which follow a seasonal theme and are refreshed every one or two months. In May 2017, Ace partnered with Adira Insurance to launch an Ace Assurance, insurance for goods bought at Ace. Reported sales were up 4.1 percent and profits grew 20.7 percent in 2016. 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. 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.