Japanese bags and luggage manufacturer ACE Co., Ltd. has joined forces with Philippine retail conglomerate Primer Group of Companies in a strategic joint venture aimed at introducing advanced Japanese technology and design to Filipino consumers. The partnership brings globally recognized brands including ace, PROTECA, HaNT, Kanana Project, UNTRACK, and Ultima TOKYO to the local market, combining ACE’s technological expertise with Primer Group’s extensive domestic retail experience and distribution network.
The collaboration reflects a broader trend in Southeast Asia, where international brands are increasingly leveraging localized partnerships to navigate complex and rapidly evolving consumer markets. By fusing Japanese engineering precision, meticulous craftsmanship, and design innovation with deep local insights and retail expertise, the joint venture seeks to deliver high-quality, functional, and design-forward products for Filipino consumers.
“With this joint venture, we aim to elevate the travel retail landscape by combining ACE’s engineering excellence with Primer’s retail expertise,” the two executives added. “Filipinos are traveling more than ever, and this partnership allows us to meet their evolving needs with world-class products.”
ACE Co., Ltd. is recognized globally for its innovation and design excellence. In September 2025, the company received the Phase-Free Award 2025 Special Merit Prize from the Phase-Free Association of Japan, recognizing its efforts in developing products that connect everyday life with disaster preparedness. ACE’s phase-free lineup includes the GADGETABLE PF, a business backpack with evacuation functions; the Teofield suitcase, which doubles as a desk in evacuation centers; and the FLOAT BIZ RUCK, a backpack with buoyancy for water-related emergencies.
For ACE Co., Ltd., the partnership provides a strategic gateway to the Southeast Asian market, a region that is experiencing a growing appetite for lifestyle products that combine sophistication, practicality, and technology. Meanwhile, Primer Group brings decades of experience in introducing and scaling international brands in the Philippines, an understanding of local consumer behavior, and a robust network that spans retail, e-commerce, and lifestyle channels.
By aligning technology leadership with local market know-how, the ACE-Primer venture establishes a model for sustainable growth that balances innovation with accessibility. It comes at a time when the Philippine market is experiencing rising demand for smart, efficient, and lifestyle-oriented products. By introducing ACE’s portfolio through Primer Group’s channels, the partnership is poised to set new benchmarks for innovation-led retail experiences, delivering products that are as practical as they are aspirational.
ACE brands are now available in select The Travel Club stores (thetravelclub.ph), as well as at The Travel Club+ branches in Rockwell, Trinoma, and Shangri-La Plaza, with more locations expected to open this year. Additionally, the ACE Mitsukoshi store is set to open at the end of Q1. Stay informed on the latest launches by following the Primer Group of Companies.
