Several years ago, Ace Hardware opened a store in Surabaya. My memories of Ace Hardware in the US were of little stores that could occasionally be spotted in strip malls. Nothing much to speak of, especially compared to the behemoth Home Depot and Lowes.
We wondered why in the world Ace had come to Indonesia, but we were happy for it. It quickly became a stop for us and many of our friends since we could get Rubbermaid, quality tools, etc. But we were sure it wouldn't stay open for long. Especially when we would see riding lawnmowers for sale in a country where yards are usually the size of a postage stamp. Or luxury gas bar-b-q grills. Who was gonna buy this stuff?
Well, not only has Ace Hardware stayed open in Surabaya, but they've increased the number and size of their stores . . . and one just opened here in Malang. Amazing!
But we still wonder about where they get their marketing strategies from. The other day as we walked through our new Ace store, we saw these . . .
Anybody need a pulpit?
