Not Just Selling Products, Retail Home Equipment Offers Various Inspirations

JAKARTA - The household appliances retail industry in Indonesia has again felt dynamic after news emerged that the Ace Hardware brand will revive the market. However, PT Aspirasi Hidup Indonesia Tbk (ACES), which now brings a new identity as Azko, actually welcomes this situation with optimism.

At the opening ceremony of Azko's newest shop at Pondok Indah Mall 1, Jakarta, Director of Azko Gregory Sugyono Widjaja emphasized that changing the name and direction of business was not just a formality, but a step to strengthen closeness with consumers.

"Competition is normal in the retail world. But we already have a long experience and a strong customer base. Azko now has his own character, and we want to continue to be the community's main choice," said Gregory, when met at Pondok Indah Mall 1, Jakarta on Thursday, October 30, 2025.

The return of old brands is actually considered an opportunity for Azko to improve service quality and shopping experience. The shop concept is now not just a place to buy goods, but a house inspiration room and lifestyle.

"We see this as not a threat, but a reminder to continue to grow. Our focus is how customers feel comfortable and helped when shopping, both in stores and online," he said.

Public reactions to name change are also considered positive. Based on an internal survey, many customers are familiar with Azko's new identity and have no trouble adapting.

"People already know and their acceptance is good. It makes us more confident," said Gregory.

Azko's move did not stop at changing identities. The company is also increasingly aggressive in opening new shops with concepts that are adapted to the character of each city.

By the end of the year, Azko targets the opening of 25 to 30 new outlets, including in cities outside Java such as Abepura, Sorong, and Rantau Prapat.

"Since becoming Azko, the rhythm of opening our shop is indeed faster. Next year it will continue," explained Gregory.

Azko's shop at Pondok Indah Mall is one example of a new concept, namely a drained product, an atmosphere of a warm room, and a layout.

"The items don't need too much, the important thing is to match the lifestyle of customers at that location. We want shops to be a place where people can inspire their homes," he added.

In an era where home is the center of activity and self-reflection, furniture and decoration are no longer a matter of function, but also a matter of lifestyle identity. Azko seems to understand this trend very well.

With flagship brands like Krisbow, Stora, and Klaz, Azko tries to be friends to anyone who wants to make the living space more personal, comfortable, and fun.

Gregory's cover is a principle of life rather than a business strategy.

"Our goal is not just to compete. The most important thing is that we stay close to customers and continue to be relevant for their daily lives." he continued.

Azko's changes show that retail today is no longer just selling products, but presents a sense of comfort, understanding and comfort. In the midst of a world that is getting faster and busier, that's what many people are actually looking for when they come home.