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Al-Futtaim ACE celebrates anniversary with 30 Years of ACE – Helping Homes Improve campaign

A story that started in 1991 is now in its 30th year. ACE is celebrating its 30th birthday this year. Over the decades, it has seen 40 million shoppers visit its stores across the UAE.

Seeing its customers transform their houses into homes over the decades, ACE has been with them from their first apartment to their family home. And now, in its 30th year, ACE is thanking its customers with exclusive giveaways, unforgettable activities, and deals in October.

ACE is hosting an anniversary celebration

Now that’s a deal: In October, shoppers enjoy unbeatable deals on their favourite products. And what’s a birthday party without some exciting surprises? Keep a lookout for surprise offers that will be announced every few days throughout the month across all your favourite products and categories.

Amazing member rewards: ACE is treating its Blue Rewards members to perks including cashback deals, exclusive in-store discounts, limited-time online offers, and a raffle in October.

Ending its birthday with a bang: As the final celebration of its 30th birthday, ACE is hosting a Brand Festival from October 28 to 30. Featuring brand stalls, exciting product demos, and exclusive in-store offers, it’s guaranteed to be the event of the season.

Think home improvement, think ACE

Al-Futtaim Group revolutionized the UAE’s home improvement landscape. It was instrumental in bringing ACE to the UAE in 1991, debuting as ACE Hardware on Dubai Airport Road. In 2006, ACE launched its current flagship store, a big box showroom in Dubai Festival City.

Today, ACE’s stores continue to be a unique destination with an extensive range of over 50,000 products by world-famous brands covering DIY, home improvement, homeware, home essentials, outdoor, garden, barbecue, paints, electronics and so much more.

Home improvement is just a click away

ACE’s website in UAE, aceuae.com, launched in October 2015 and now has over 40,000 online visitors every month. Taking a digital-first approach and to further scale up its website’s presence, ACE has plans to launch online exclusive brands and offer a multichannel e-commerce experience.

What makes ACE such a special place?

Its team, of course. Known for being ‘the helpful place’, all in-store staff members undergo the Helpful 101 and 201 training modules to be officially certified as ‘ACE Helpful’.

With over 400 employees, ACE has 40 nationalities in its diverse team. Meet the people behind ACE in October through a heartwarming social media series featuring its diverse team members.

Crafting a better tomorrow, today

ACE is actively working on incorporating sustainability into its core activities, taking a powerful step towards an eco-conscious future. Starting 2021 on a green note, ACE organized a sustainable Tree-cycling program to recycle customers’ Christmas trees into compost and curb festive waste. This year has also seen the launch of its one-of-a-kind Greenhouse at Festival Plaza and a free e-waste recycling service to all visitors in Dubai.

ACE is also working towards replacing plastic shopping bags with recycled paper bags across all its UAE stores. Shoppers will also have the option to buy reusable jute and cotton bags to do their part in preserving the environment.

Ludovic Quentin, general manager of ACE says, “On our 30th birthday, we’d like to thank all our customers for their dedication and loyalty over the years. Their commitment to ACE and their passion for home improvement motivates us to always go the extra mile, take our immersive visitor experience to new levels, and help homes across the UAE improve”.


Agency: AKQA

ECD: Simon Reid

ACD: Taraka Tennakoon

Art & Design: Valarie Sandoval

Strategy: Vylan Dalmaida

Account Management: Akshay Verma, Akshay Shankar

Director: Ekta Saran

Production: Cynthia Chabu

Post Production: Amit Hasija

DOP: Thomas Weir

Set Design: Anthony Kidd