One of the strategies retail companies with limited resources use to sustain and obtain excellence in operational performance is by forming alliances. In the car rims retail sector in Jakarta, business alliances have lasted for 24 years. The success and sustainability of this alliance offers a valuable lesson for other alliances. This study aims to explain the importance of forming strategic alliances; the effectiveness of strategic alliances with respect for inventory, price, quality, and delivery; the benefits of alliances; and the future expectation of strategic alliances. We conducted semi-structured interviews on 14 companies which have formed strategic alliances and analysed the data using descriptive statistics. The study uses s secondary data as complementary information in the form of documents and appropriate records on the performance of strategic alliance in the car rims retail business. It was found that strategic alliance matches the framework of a resource-based view and social media networks.