Jakarta, Indonesia Sentinel — Indonesian retail giant PT Aspirasi Hidup Indonesia Tbk (AHI) (ACES) has officially rebranded its home improvement stores, ACE Hardware Indonesia, under the new name AZKO. The new brand comes following the expiration of its licensing agreement with ACE Hardware International Holdings, Ltd. on December 31, 2024.
Gregory S. Widjaja, Director of PT Aspirasi Hidup Indonesia Tbk, described the rebranding as a strategic move to strengthen the company’s position as a leader in the home improvement industry.
“With AZKO, we mark a new chapter for the company to remain adaptive and relevant to the evolving needs of the Indonesian market,” Widjaja said, as reported by Kumparan.
AZKO aims to deliver high-quality products, innovative services, and comprehensive solutions to inspire and improve home living for Indonesian families. Widjaja emphasized that AZKO is committed to providing solutions from A to Z, offering a seamless and personalized shopping experience.
The new AZKO logo, featuring an open circle design, symbolizes the company’s vision of “opening the door to better living,” reflecting optimism, dependability, and a proactive spirit.
The transition to AZKO branding across the company’s 245 stores in 75 cities will be rolled out gradually. The first AZKO store under the new identity will open at Mal Living World in Alam Sutera, showcasing a modern and interactive Next-Gen concept.
This new store design is expected to offer customers a more personalized, seamless, and innovative shopping experience.
AZKO Meaning
PT AHI Director Gregory S. Widjaja stated that the selection of the name AZKO aims to strengthen the company’s position amid fierce competition in the industry.
“We present AZKO, a brand that marks a new chapter for the company to continue adapting and staying relevant to the needs of the Indonesian market,” Gregory said in an official statement on Thursday, January 2, 2025, As reported by Tempo. The rebranding is seen as a commitment by the company to enhance its services.
Gregory emphasized that under its new identity, AZKO is determined to inspire Indonesian families in meeting their daily needs. The name AZKO itself carries a specific meaning.
“Inspiring a better life through a range of innovative products from A to Z,” Gregory said, explaining the significance of the brand’s first two letters.
He elaborated that the last two letters, ‘KO,’ represent ‘comprehensive services and collaborative ideas.’ In essence, ‘AZ’ symbolizes the full range from A to Z, while ‘KO’ stands for comprehensive and collaborative aspects, combined together to form AZKO.
The rebranding also extends to the company’s employees, who are now referred to as ‘AZKOuad.’ Gregory explained that this new moniker aims to give more meaning to their roles and responsibilities.
In addition to the brand’s name, Gregory highlighted the philosophical meaning behind the AZKO logo, which features an open circle. He said the design represents the company’s commitment to ‘open the door to better living.’
“It symbolizes happiness and opens the door to a better life,” Gregory concluded, emphasizing the essence behind AZKO’s new visual identity.
New Brand Commitment
Under the new brand, PT Aspirasi Hidup Indonesia Tbk will continue to prioritize customer comfort and safety through its omni-channel ecosystem, including the e-commerce platform Ruparupa, and products from its 52 in-house brands such as KRISBOW, KRIS, KLAZ, and STORA.
Read also : ACE Hardware to Leaves Indonesia After 29 Year, Logos Starts Taken Down
The company remains optimistic about its future, backed by a strong business foundation and consistent strategies for expansion and innovation. As of the third quarter of 2024, AHI recorded an 18% year-on-year increase in net profit and a 13% rise in net revenue.
Same Store Sales Growth (SSSG) also reached 9% by November 2024, indicating consistent performance across its retail network.
AHI’s rebranding to AZKO signals a bold step forward in its mission to redefine home improvement retail in Indonesia and adapt to the changing needs of its customers.
(Raidi/Agung)
