ACES – Significant investment for rebranding

ACES – Significant investment for rebranding Aspirasi Hidup Indonesia (ACES) expects to continue to have a positive performance even without carrying the name of Ace Hardware International Holdings. Based on the company' info, ACES will need a significant investment, such as spending on new brand promotions, improving the appearance of the store as well no as potential changes in marketing strategies. This will increase short-term capex. ACES will renovate 240 stores with modern designs starting next year. If the rebranding is successful, ACES could strengthen its position in the market and reduce royalty payments which has the potential to increase profitability. The rebranding also contributed to margin expansion. (Source : Kontan)