What Ace Hardware Indonesia does

Ace Hardware Indonesia (IDX: ACES) is a publicly listed Indonesian specialty retailer founded in 1995 and headquartered in Jakarta, operating as part of the international Ace Hardware licensing network managed by Ace Hardware International. The firm runs a multi-channel home improvement and hardware retail business spanning physical storefronts, the acehardware.co.id e-commerce site, a mobile app, and B2B business accounts, with affiliated local handyman and home-services capacity licensed through the broader Ace Handyman Services franchise. Its product portfolio spans tools, paint, plumbing, electrical, lighting, lawn and garden, outdoor living, heating and cooling, automotive/RV/marine, building supplies, storage, and home and decor, drawing on a brand stable that includes Milwaukee, DeWalt, Craftsman, Weber, Traeger, EGO, STIHL, Big Green Egg, Benjamin Moore, and Scotts.

The company monetizes primarily through one-time retail transactions across SKUs in those categories, complemented by Ace Rewards (loyalty program offering member-exclusive discounts and points) and Ace Rewards Delivery (free delivery for qualifying orders). Supplemental revenue and customer retention come from the Ready in 15 in-store pickup service, The Paint Studio (paint and color-matching), the Ace Project Place content platform, and Ace for Business / Ace Trade Credit (B2B accounts for contractors and commercial purchasers). Marketing and acquisition channels include the corporate website, email newsletters, social media (X/Twitter and TikTok), local store advertising, and promotional events through the loyalty base.

Operations are carried out by a workforce of 10,000+ employees, with the firm's scale supporting J.D. Power recognition for #1 customer satisfaction in hardware retail and ongoing category expansion through new product lines such as EGO outdoor power, smart lighting, ductless mini splits, and curated "Helpful Finds" assortments. Reported revenue recovered from a 2022 trough to multi-year highs by 2024 with corresponding expansion in EBITDA and net income, consistent with a mature retailer in sustained post-COVID rebound rather than hyper-growth phase.

Name

Ace Hardware Indonesia

Legal name

Ace Hardware Corporation

Website

https://acehardware.co.id

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Ace Hardware Indonesia (IDX: ACES), founded in 1995 and headquartered in Jakarta, is a publicly listed home improvement and hardware retailer serving Indonesian consumers and businesses via physical stores, e-commerce, a mobile app, B2B accounts, and licensed handyman services under the global Ace brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Hardware Sales: Ace Hardware generates revenue through the sale of hardware, tools, outdoor living, lawn and garden, paint, home improvement, and related products through their retail store network and e-commerce platform. Products include power tools, outdoor equipment, grills, paint, plumbing, electrical, and general hardware items.

Distribution channels5 records

Marketing channels4 records

Core offering

Ace Hardware Indonesia operates a multi-format retail business selling hardware, tools, paint, plumbing, lighting and electrical, heating and cooling, automotive, storage, building supplies, lawn and garden, and outdoor living products through physical stores, an e-commerce storefront, and a mobile app. It complements the merchandise with member loyalty (Ace Rewards), 15-minute in-store pickup, member delivery, an in-store paint studio (The Paint Studio), handyman referral services (Ace Handyman Services), and dedicated B2B trade accounts.

Product overview

Ace Hardware is a retail hardware store operating under a franchise model, offering a wide range of home improvement products across multiple categories. The company provides both physical in-store shopping and digital services including online ordering with curbside pickup (Ready in 15), free delivery for members (Ace Rewards Delivery), and professional installation services through Ace Handyman Services. The core product portfolio spans Outdoor Living (grills, patio furniture, cooling products), Lawn and Garden (mowers, power equipment, EGO brand), Tools (Milwaukee, DeWALT, Craftsman power and hand tools), Paint and Supplies (Benjamin Moore, Clark+Kensington paints), Home and Decor, Heating and Cooling (air conditioners, heaters, fireplaces), Plumbing, Automotive, and general Hardware categories. Supporting services include a loyalty program (Ace Rewards), business accounts (Ace for Business), and a DIY project content platform (Ace Project Place).

Differentiator

Problem solved

Functional benefit

Brands

• Ace Rewards: Customer loyalty program offering member-exclusive sales and rewards
• Ace Handyman Services
• The Paint Studio
• Ace Project Place
• Ace Helpful Finds
• Ace Heartware Stories
• Ace Trade Credit
• Ace for Business
• Ready in 15
• Ace YardRx

Products and services

• Ace Rewards

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Ace Hardware InternationalminorOthersAce Hardware International is a separate entity managing Ace Hardware's international franchise and licensing operations outside the United States.
• Ace Handyman ServicesminorChannel Partner/ Reseller/ DistributorAce Handyman Services is a franchised network of local handyman and home service providers operating under the Ace Hardware brand, offering installation and repair services to customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mitra10: Indonesian home improvement retail chain (part of the Catur Sentosa group) with overlapping categories in tools, paint, plumbing, and building supplies; a direct domestic competitor for the same Indonesian DIY and contractor wallet share.
• Kingfisher (B&Q, Castorama): European home improvement group operating B&Q and Castorama banners with identical category mix (tools, paint, plumbing, outdoor, garden); useful benchmark for omnichannel and private-label strategy.
• Hornbach: European DIY/home improvement big-box chain with deep pro-customer orientation, large-format stores, and emphasis on project-level assortment; comparable in category breadth and pro/DIY mix.
• Home Depot: World's largest home improvement specialty retailer with a comparable SKU breadth across tools, paint, plumbing, electrical, lawn and garden, and outdoor living, and a co-op / store-of-the-community operating model. Most direct global benchmark for Ace Hardware Indonesia's assortment and category mix.
• Lowe's: Second-largest US home improvement chain with overlapping categories (tools, paint, plumbing, outdoor, lawn and garden) and a similar pro-and-DIY customer base; the closest two-store duopoly analogue to Ace's positioning.
• Depo Bangunan: Major Indonesian home improvement and building materials retailer competing head-to-head with Ace Hardware Indonesia for the same Indonesian homeowner and contractor customer base across overlapping categories.
• Mr. DIY: Largest Southeast Asian variety/home improvement retailer with 4,000+ stores across Malaysia, Indonesia, Thailand, and the Philippines; closest direct regional competitor fighting for the same Indonesian DIY customer.
• Leroy Merlin: Global DIY and home improvement retailer (part of ADEO) operating in dozens of countries including several in Southeast Asia; directly comparable assortment, store-with-advisor experience, and emerging-market expansion playbook.

Regional players

• Travis Perkins: UK builders' merchant and home improvement distributor serving both trade and DIY with comparable plumbing, tools, and building supplies categories.
• Mitre 10: Australasian cooperative hardware and home improvement retailer operating under a member-shareholder model similar in spirit to Ace Hardware's independent-store ecosystem; comparable assortment and DIY/pro split.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aceindonesia
• TikToktiktok.com/@acehardware
• Facebookfacebook.com/aceindonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ace Hardware Indonesia