In Indonesia, Azko is the new Ace

Former Ace Hardware stores in Indonesia now go by the name Azko, formally ending the American home improvement retailer’s three-decade dominance in the Southeast Asian market. PT Aspirasi Hidup Indonesia Tbk (AHI), the company that operates the outlets, disclosed that the new store name made its debut at the opening of a branch in Living World, a mall in Alam Sutera, in the Indonesian province of Banten, at the start of the year.

As part of the rebranding, the stores are also undergoing a concept transformation. Azko carries a modern, interactive, and “next-gen concept” and is designed to present a more personalised, seamless, innovative, and inspiring shopping experience, AHI explained, as it highlighted that the new brand prioritises the safety and comfort of shoppers. It will continue to develop products under its private labels and improve its omnichannel experience, the company added.

Gregory S. Widjaja, director of AHI, said in a statement that the new store identity strengthens the company’s position as the market leader in Indonesia’s home improvement industry. “We present Azko, a business brand that marks a new chapter for the company to continue to adapt and be relevant to the needs of the Indonesian market,” the official noted. “Not only providing various quality products, innovative and superior services, we are also ready to inspire, [and] realise the aspirations of a better home and life for Indonesian families.”

Without the international recall lent by its erstwhile brand, Azko plays up its local roots, emphasising that it “comes with a familiar approach” of “understanding the needs of every Indonesian family and embracing them warmly”. It also emphasises its 30-year history in Indonesia, as well as its deep familiarity with the market.

“Present since 1995 accompanying the life journey of Indonesian families, [AHI] now presents a new face to represent the company's commitment to inspiring a better life through a variety of product innovations from A to Z with comprehensive services, and carrying collaborative ideas according to the needs and aspirations of Indonesian customers,” it stated.

The brand’s tagline, dari sini, bisa lebih (from here, it can be better), speaks of AHI’s optimism that, under its new identity, it could retain its top position in the Indonesian home improvement market.

CrossAsean Research analyst Angus Mackintosh told DIY International that the rebranding exercise has been completed much earlier than expected. Media reports…