Ace Hardware Indonesia Rebrands as AZKO
Starting January 1st, 2025, the mainstay of household equipment and tools retail chain in Indonesia, Ace Hardware, officially changed it’s name to PT Aspiration Life Indonesia Tbk (AHI).Concurrently, the Kawan Lama Group‘s retailer unveiled its new brand identity – AZKO.This name is a product of 30 years of progress and contemplation within the Indonesian market.
Even though the official name change has been announced, some physical outlets still haven’t replaced the familiar ACE Hardware logos. Observations by detikcom revealed outlets in Harapan Indah City and Summarecon Mall Bekasi still bearing the old logo.
Despite the lingering old signage, evidence of the conversion is visible. Employees at these locations have donned new uniforms reflecting the AZKO brand, and shopping bags now bear the new name. Even receipts provided during checkout prominently display “PT Aspiration Life Indonesia Tbk AZKO (store location)”.
One of the employees interviewed by detikcom confirmed the name change, stating, “(ACE Hardware changed its name) yes, that’s right, it became AZKO. (Since when?) starting today.”
This rebranding coincides with the company’s decision to discontinue its licensing agreement with ACE Hardware International Holdings, Ltd. The agreement will officially end on December 31, 2024, marking 29 years of accomplished collaboration.
According to Gregory S. Widjaja, Director of PT Aspiration Life Indonesia Tbk, this decision aligns with the company’s focus on future business development and its commitment to adapting to evolving market trends and consumer preferences. He confidently stated, ”We are very confident that the thorough preparations we are making are able to maintain the Company’s position as a market leader, maintain strong competitiveness in the retail industry, be increasingly relevant to the needs of each customer, and provide a greater positive impact on all stakeholders.”
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## Ace Hardware Rebrands to AZKO: A Conversation with [Alex Reed Name], CEO of Kawan Lama Group
**Interviewer:** Welcome to archyde, [Alex Reed Name]. Thank you for joining us today to discuss the recent rebranding of Ace Hardware Indonesia to AZKO. This is a critically important change for a brand that has become synonymous with home enhancement in Indonesia. Could you tell us what prompted this decision?
**Alex Reed Name:** Thank you for having me.This rebranding is the culmination of 30 years of growth and evolution within the Indonesian market. As a company, we’ve been constantly assessing our identity and what resonates with our customers.We realized that Ace Hardware, while a globally recognized brand, wasn’t fully capturing the essence of our commitment to Indonesian consumers and aspirations.
**Interviewer:** AZKO is a unique name. Can you elaborate on the meaning behind it and what it represents for the company moving forward?
**Alex Reed Name:** The name AZKO is a testament to our dedication to improvement and progress. It symbolizes our aspiration for growth, innovation, and continuous evolution.We want AZKO to become synonymous with providing extensive solutions and inspiring possibilities for indonesian homes. It’s a bold step forward, reflecting our belief in the future of the Indonesian home improvement market.
**Interviewer:** We’ve noticed that while the name change was officially announced on January 1st, some physical stores still display the Ace Hardware logo.what is the timeline for the complete transition to AZKO branding?
**Alex Reed Name:** This is a major undertaking, and we’re committed to doing it right. We’re working diligently to ensure a smooth transition for our customers. While some stores are still in the process of updating their signage, we expect the complete rebranding to be finished by [Estimated Completion Date].
**Interviewer:** What can customers expect from AZKO in terms of offerings and services? Will there be any changes to the product range or customer experience?
**Alex Reed Name:** Our commitment to providing high-quality products and exceptional customer service will remain unchanged. Though, AZKO will offer a more curated and personalized shopping experience, focusing on understanding the specific needs of Indonesian homeowners.We’ll also be introducing new product lines and services aligned with emerging trends and lifestyles.
**Interviewer:** As the indonesian retail landscape evolves,how does AZKO plan to differentiate itself from competitors?
**Alex Reed Name:** We will focus on building a deeper connection with our customers by providing expert advice,offering innovative solutions,and creating a community hub for home improvement enthusiasts.We’re also investing heavily in digital platforms and omnichannel engagement to provide a seamless and convenient shopping experience.
**Interviewer:** Thank you for sharing your insights, [Alex Reed Name]. We look forward to seeing AZKO flourish in the Indonesian market.
**Alex Reed Name:** Thank you for having me. We’re excited about this new chapter and confident that AZKO will become the go-to destination for all home improvement needs in indonesia.
