ACES — Optimistic to achieve positive performance despite rebrand

ACES — Optimistic to achieve positive performance despite rebrand Ace Hardware Indonesia (ACES) has officially rebranded as Aspirasi Hidup Indonesia, following the upcoming expiration of its licensing agreement with Ace Hardware Corporation, USA, at the end of 2024. The name change reflects ACES's broader focus beyond home improvement products. Alongside the rebranding, ACES has introduced a new logo and allocated funds for rebranding efforts, including compliance with regulatory requirements. The company remains optimistic about achieving positive performance, supported by strategies like service expansion, product innovation, and digital infrastructure enhancement. In 1H24, ACES opened 10 new stores across six regions in Indonesia, bringing its total to 241 stores in 73 cities nationwide. (Source : Bisnis Indonesia)