ACE Hardware Rebrands to AZKO: New Store Concept and Expansion Plans

Jakarta –

PT Aspiration Life Indonesia Tbk (AHI), widely recognized by its ticker symbol ACES, has marked a significant milestone with the grand opening of its first Azko store at Living World Alam Sutera Mall in Tangerang. The event, held on Thursday, January 9, 2025, underscores the company’s commitment to transforming into “Your Home Life Improvement Partner” for Indonesian households.

Gregory S. Widjaja, director of PT Aspiration Life Indonesia Tbk, emphasized that the launch of Azko’s flagship store represents a bold leap toward delivering innovation, quality, and sustainability to elevate the customer experience. “Following the unveiling of Azko’s new identity at the Hotel Indonesia Roundabout on January 1, 2025, we are excited to introduce our first store with a modern, customer-centric concept,” he remarked.

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Gregory revealed that the rebranding to Azko will be rolled out gradually over the next three years, encompassing 245 locations across 75 cities nationwide. “Change is an opportunity.With Azko, we aim to create more comfortable homes, meaningful lives, and a brighter future for our customers,” he added.

The new Azko store introduces several inspiration zones, supported by a seamless, digital-first approach. This innovative strategy allows customers to explore products, receive tailored recommendations, and make purchases both in-store and online. Additionally,the store features a dedicated kids’ playground,ensuring a convenient and enjoyable shopping experience for families.

Gregory highlighted the evolution of product displays, noting a shift from customary discount-focused setups to more engaging and visually appealing arrangements. “In the past, our displays primarily showcased discounts and products. Now, we focus on creating an immersive experience that captivates customer interest,” he explained.

Azko’s product range has expanded significantly,now offering over 50,000 items. From kitchen essentials and cleaning tools to home decor, bicycles, and camping gear, the store caters to a diverse array of lifestyle needs.

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How does Azko’s digital-first approach aim to enhance the customer shopping experience both in-store and online?

Transforming Homes and Lives: An Exclusive Interview with Gregory S. Widjaja on Azko’s Vision

Introduction

In a significant move to redefine home life enhancement in Indonesia, PT Aspiration Life Indonesia Tbk (ACES) has launched its first Azko store at Living World Alam Sutera Mall in Tangerang.We sat down with Gregory S. Widjaja, Director of PT Aspiration Life Indonesia tbk, to discuss the company’s rebranding to Azko, its innovative strategies, and its vision for the future.

Q: Gregory,congratulations on the grand opening of Azko’s flagship store. What does this milestone mean for PT Aspiration Life Indonesia Tbk?

Gregory S.Widjaja: Thank you! This is a pivotal moment for us. The launch of Azko’s first store represents our commitment to becoming “Your Home Life Improvement Partner.” It’s not just about selling products; it’s about enhancing the way Indonesian families live.We’re excited to bring innovation, quality, and sustainability to every home.

Q: Azko’s rebranding was unveiled earlier this year. Can you share more about the vision behind this transformation?

Gregory S. Widjaja: Absolutely.The rebranding to Azko is a bold step toward creating more cozy homes and meaningful lives for our customers. Over the next three years, we’ll roll out this new identity across 245 locations in 75 cities.Change is an opportunity, and with Azko, we aim to inspire a brighter future for Indonesian households.

Q: The new store features several inspiration zones and a digital-first approach. How does this enhance the customer experience?

Gregory S. Widjaja: Our inspiration zones are designed to engage customers in a more immersive way. Rather of just showcasing products, we’re creating experiences that resonate with their lifestyles. The digital-first approach allows customers to explore products, get tailored recommendations, and shop seamlessly both in-store and online. We’ve also added a kids’ playground to make shopping more convenient and enjoyable for families.

Q: Azko’s product range has expanded considerably. What can customers expect from the new offerings?

Gregory S. Widjaja: We now offer over 50,000 items, catering to a wide range of lifestyle needs. From kitchen essentials and cleaning tools to home decor, bicycles, and camping gear, Azko is a one-stop destination for home life improvement.Our goal is to provide everything our customers need to create a comfortable and inspiring living space.

Q: you mentioned a shift in product displays from discount-focused setups to more engaging arrangements. Why is this change vital?

Gregory S. Widjaja: In the past, our displays were primarily focused on discounts and product availability. While that approach worked, we realized it didn’t fully capture the customer’s imagination. Now, we’re focusing on creating visually appealing and interactive displays that tell a story. This shift not only enhances the shopping experience but also helps customers envision how our products can fit into their lives.

Q: As Azko continues to grow, what challenges do you foresee, and how do you plan to address them?

Gregory S. Widjaja: One of the biggest challenges is ensuring consistency across all our locations while maintaining the high standards we’ve set with this flagship store. We’re investing heavily in training and technology to ensure every Azko store delivers the same exceptional experience. Additionally, we’re committed to sustainability, which is a growing concern for our customers. We’re exploring eco-pleasant products and practices to align with their values.

Q: what message would you like to share with Azko’s customers and potential customers?

Gregory S. Widjaja: We’re here to help you create a home that reflects your aspirations.Whether it’s through our innovative products, inspiring store layouts, or seamless shopping experience, Azko is dedicated to making your life better. Visit us at Living World Alam Sutera Mall or online to see how we can transform your home and life.

Thought-Provoking Question for Readers

What does “home life improvement” mean to you? Share your thoughts in the comments below!