ACES Expansion Strategy: Targeting Growth in Tier 2 & 3 Cities

Optimistic Outlook for 2026

PT Aspirasi Hidup Indonesia Tbk (ACES), the operator behind the Azko brand, is maintaining an optimistic outlook for its business prospects in 2026 despite facing significant challenges throughout 2025. The company has been navigating through a difficult year characterized by declining purchasing power, yet remains committed to its growth strategy.

Strategic Store Expansion

ACES is continuing its aggressive expansion plan into 2025 and beyond, with a particular focus on second- and third-tier cities across Indonesia. The company has successfully opened 19 new stores by November 2025, bringing its total to be on track with its annual target. For the full year 2025, ACES is targeting the opening of 25-30 new stores, strategically located in regions that show promising growth potential.

Market Presence and Growth Strategy

The expansion into new areas is part of ACES' broader strategy to strengthen its market presence and achieve sustainable growth. By entering new regions, particularly in less saturated markets, Azko aims to broaden its customer base and increase its brand visibility across diverse geographical locations. The company is carefully selecting new locations based on market potential and customer needs, ensuring that the expansion is both measured and strategic.

Capitalizing on Seasonal Demand

As the year draws to a close, ACES is maximizing its efforts to capitalize on the year-end shopping season, particularly during the Christmas and New Year period. Historically, the fourth quarter has been the strongest for Azko in terms of sales, with consumers typically increasing their spending during this festive season. By focusing on enhancing its offerings and ensuring robust stock availability, ACES is well-positioned to benefit from this seasonal surge in demand.

Industry Context and Future Prospects

The retail industry in Indonesia continues to present opportunities for growth, particularly for brands that are able to navigate the complexities of consumer behavior and economic conditions. ACES remains hopeful that government policies will create a more conducive economic environment, supporting overall industry growth. With its strategic expansion plans and focus on new markets, the company is confident about its ability to achieve healthy and sustainable growth in the coming years.