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Indonesia 2015 | Brand Profiles | 30 | Ace Hardware

Company: Ace Hardware Indonesia Tbk PT

Brand value: US$323 million

Headquarter city: Jakarta

Industry: Retail

Year formed: 1995

DIY chain ventures into toys as it seeks role as family destination

Ace Hardware is a home improvement and lifestyle retailer that has been expanding rapidly in Indonesia, opening its 114th store in the country in May 2015, 19 years after its first store opened here. The brand seeks to be “The helpful place”, and focuses on the sale of hardware to the middle classes and more affluent consumers. 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 Indonesian store in Tangerang is the largest Ace store in the world, with a footprint of 15,000 square metres. In 2010, Ace began opening toy stores, called Toys Kingdom, usually in locations adjacent to Ace Hardware, with the aim of creating a family shopping destination. By the end of 2014, it had built up a network of 24 toy stores across Sumatra, Java, Bali and Sulawesi.

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.