Ace Hardware reenters Indonesia after shortlived exit

Ace Hardware has been welcomed back to Indonesia with much flair and excitement. Posts on the return of the retailer have been flooding social networks, a sign that the brand retains its popularity in the country. Apart from opening two new stores and announcing plans to establish five to seven more outlets initially, Ace Indonesia has also reactivated its e-commerce store  and social media accounts, marking its return to the virtual retailing space.

But reclaiming the top position after an absence of year and a half may prove challenging for the US home improvement giant, even with a new partner that is bigger in both scale of operations and financial muscle. The company still enjoys strong brand recall, but competitors were not sitting idly by while the former top contender was away. How will Ace Hardware’s return to Indonesia play out? Asia correspondent Jennee Grace U. Rubrico is reporting on the matter.