Rebranding Strategy: AZKO Focuses on Business Expansion

PT Aspirasi Hidup Indonesia Tbk (ACES), also known as AHI, continues to expand its business operations following its brand transformation to AZKO on 1 January 2025. With this transformation, AZKO now offers a complete collection of home and lifestyle products under the tagline ‘Your Home Life Improvement Partner’.

This transformation marks a shift from a global licence-based business model towards developing a brand entirely under the control of the Indonesian company. Amidst the increasingly dynamic retail industry competition, this move reflects an industry trend of moving away from dependence on external forces towards building more independent business capabilities and identities.

Ultimately, the transformation into AZKO is not merely a change of identity but is accompanied by concrete steps to strengthen customer experience and value propositions. The company has been intensifying the development of the ‘New Store Experience’ at AZKO Pondok Indlo Indah Mall, Living Plaza Bintaro, AZKO Living World Alam Sutera, and AZKO Kelapa Gading, providing a more modern, fresh, inspiring, and customer-centric shopping experience.

Simultaneously, the company is expanding by adding four new stores throughout the first quarter of 2026, consisting of two AZKO stores and two NEKA stores. As a result, during this period, the company’s store network has reached 267 AZKO stores and 12 NEKA stores spread across various regions in Indonesia.

Furthermore, AHI targets the addition of 65 to 80 new stores in 2026, including 25-30 AZKO stores and 40-50 NEKA stores. This expansion is an effort to broaden service reach to various regions across Indonesia.

The Director of PT Aspirasi Hidup Indonesia Tbk, Gregory S. Widjaja, stated that the transformation efforts serve as an important foundation for strengthening AHI’s future growth direction. Through the presence of AZKO, the company continues to strengthen its relevance and closeness to customers by providing solutions more suited to their needs. Meanwhile, the presence of NEKA is part of the company’s strategy to expand modern retail reach through a more affordable and practical concept.

‘Moving forward, we will continue to drive expansion, innovation, and the strengthening of business capabilities to ensure AHI remains adaptive and able to respond to the evolving dynamics of market needs,’ he said in a written statement.

On the other hand, AZKO continues to optimise its promotional approach through a ‘best value for customers’ programme, aimed at delivering the best combination of product quality and competitive pricing.

All these efforts reflect that AHI’s transformation is not only about identity but is also accompanied by continuous improvements to meet evolving consumer needs. Although large-scale business transformations often face adjustments in both operations and strategic investment, AHI managed to record a 10.1% growth in net sales to Rp 2.35 trillion and an 18.3% increase in current profit to Rp 163.59 billion during the first quarter of 2026.

This performance was supported by the momentum of Ramadan and Eid al-Fitr, as well as improved transaction quality, achieving a Same Store Sales Growth (SSSG) of 4.3%. Additionally, ongoing expansion contributed to growth through the addition of new stores and a strengthened presence in various regions, including those outside Java.

Gregory stated that the company believes the ongoing transformation will not only manage short-term adjustment phases but will gradually strengthen the business foundation to drive more sustainable performance in the future.

AHI also targets sales growth in the mid-to-high single-digit range in 2026, supported by a capital expenditure (capex) allocation of Rp 400-450 billion, which will be focused on expansion and the strengthening of operational infrastructure.

Furthermore, the omnichannel strategy continues to be strengthened, supported by the presence of two live streaming studios at AZKO Living Plaza Bintaro and AZKO Living World Alam Sutera. These studios are expected to increase customer interaction and drive growth through digital channels.

‘We will also continue to introduce innovative and relevant products, such as the smart home and smart kitchen categories, and continue the rejuvenation programme for existing stores, such as at AZKO Living World Alam Sutera, AZKO Kelapa Gading, AZKO Pondok Indah Mall 1, and AZKO Living Plaza Bintaro, to enhance the shopping experience,’ he added.