Primer Group, Japan’s ACE partner to bring travel brands to PH
(From L-R) Yuichiro Noguchi, Executive Officer and Director of ACE Co., Ltd, Johnny Thai, Executive Director of Primer Group of Companies
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(From L-R) Yuichiro Noguchi, Executive Officer and Director of ACE Co., Ltd, Johnny Thai, Executive Director of Primer Group of Companies
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Japanese luggage and bags manufacturer ACE Co., Ltd. has entered into a strategic joint venture with Philippine retail conglomerate Primer Group of Companies to bring Japanese-designed travel and lifestyle products to Filipino consumers.
Under the partnership, globally recognized ACE brands—including ace, PROTECA, HaNT, Kanana Project, UNTRACK, and Ultima TOKYO—will be introduced to the Philippine market through Primer Group’s retail and distribution network. The collaboration aims to combine Japanese engineering, craftsmanship, and design innovation with local market expertise.
“With this joint venture, we aim to elevate the travel retail landscape by combining ACE’s engineering excellence with Primer’s retail expertise,” the companies said. “Filipinos are traveling more than ever, and this partnership allows us to meet their evolving needs with world-class products.”
The partnership reflects a broader trend across Southeast Asia, where international brands increasingly rely on local partners to navigate rapidly evolving consumer markets. Industry observers note that such collaborations help balance technological innovation with accessibility and relevance in emerging economies.
ACE Co., Ltd. is known globally for its innovation and user-centered design. In September 2025, the company received the “Phase-Free Award 2025 Special Merit Prize” from the Phase-Free Association of Japan for products designed to bridge everyday use and disaster preparedness. These include the GADGETABLE PF business backpack with evacuation functions, the Teofield suitcase that doubles as a desk in evacuation centers, and the FLOAT BIZ RUCK backpack with buoyancy for water-related emergencies.
The company has also received multiple design accolades, including the JIDA Design Museum Selection for the PROTECA 360 Series suitcase in 2023, the Good Design Award for the GADGETABLE backpack in 2019, and another Good Design Award in 2020 for its Lumbar Moving System™ adjustable lumbar pad.
For ACE, the joint venture provides a strategic entry point into Southeast Asia, where demand is growing for lifestyle products that combine durability, practicality, and technology. For Primer Group, the collaboration reinforces its track record of introducing and scaling international brands in the Philippine market.
The partnership comes as Filipino consumers show rising interest in smart and lifestyle-oriented products that enhance convenience and everyday experiences. By rolling out ACE’s portfolio through Primer Group’s channels, the companies aim to set new benchmarks for innovation-led retail in the country.
ACE brands are now available in select The Travel Club stores and The Travel Club+ branches in Rockwell, Trinoma, and Shangri-La Plaza, with more locations set to open this year. An ACE Mitsukoshi store is also scheduled to open by the end of the first quarter.
