Jakarta, Indonesia Sentinel — ACE Hardware Indonesia will stop operating after nearly three decades of operations in Indonesia. ACE will cease in Indonesia as the operator decided not to continue the licensing agreement set to officially expire on December 31, 2024.
PT Aspirasi Hidup Indonesia Tbk (AHI), the operator of ACE Hardware stores in Indonesia, has announced it will to end its partnership with ACE Hardware International Holdings, Ltd. As a result, the ACE Hardware store brand will also be removed.
ACE Logos Taken Down
Three days before the contract’s expiration, ACE Hardware outlets has seen began removing their iconic red ‘ACE’ logos. The takedown marks the end of the brand’s presence in several locations across the country.
According to reports from Okezone, video circulating on Instagram on Saturday (December 28) showed ACE Hardware logos being taken down from malls across Indonesia. The move is not due to bankruptcy but rather a strategic decision to rebrand the company.
New Branding in the Works
Following the expiration of its ACE Hardware license, PT Aspirasi Hidup Indonesia Tbk is preparing to unveil a new brand identity aimed at maintaining its reputation for quality and service excellence. The rebranding initiative is expected to be introduced in early 2025.
After 29 Years, ACE Hardware Leaves Indonesia
“We are confident that our well-prepared transition will allow the company to maintain its market leadership, enhance competitiveness in the retail sector, stay relevant to evolving customer needs, and deliver greater positive impacts to all stakeholders,” said Gregory S. Widjaja, Director of PT Aspirasi Hidup Indonesia Tbk.
Future Business Plans
The decision to end the ACE Hardware partnership aligns with the company’s focus on long-term business development. Beyond home improvement, PT Aspirasi Hidup Indonesia Tbk aims to innovate its product and service offerings to better meet customer aspirations in Indonesia.
In the first half of 2024, the company demonstrated strong financial performance, with net profit rising 21% to Rp366 billion compared to the same period last year. Net revenue also increased by 14% to Rp4.1 trillion.
Additionally, the company recorded a Same Store Sales Growth (SSSG) of 10.7% during the first half of 2024. By mid-year, PT Aspirasi Hidup Indonesia Tbk had opened 10 new stores in six regions, including Banyuwangi, Garut, Banda Aceh, Tanjungpinang, Ternate, and Palopo.
Despite ending its longstanding partnership with ACE Hardware International, PT Aspirasi Hidup Indonesia Tbk remains committed to delivering high-quality products and services under a new brand identity, signaling a fresh chapter in Indonesia’s retail landscape starting in early 2025.
(Raidi/Agung)
