As part of its long-term expansion strategy, Batik Priatampan has identified novel opportunities within Indonesia’s batik retail sector. Creating chic, ready-to-wear clothing for men and women, the company’s modern styles have appealed to a generation of consumers that have become increasingly sophisticated in their spending habits and willingness to embrace new fashion trends.
Collaborating with American designer Debra Lunn, the company’s clothing collection encompasses distinctive bamboos, ‘glass shards’, and water crystal designs, utilising the age-old batik cap and batik tulis techniques. As each motif is handmade, every individual piece contains its own unique characteristics and personality that showcases the elaborate workmanship of the company’s artisans. Furthermore, in addition to contemporary designs, Batik Priatampan also retails traditional batik motifs such as Kawung and Parang — ancient motifs that represent power and justice and were normally reserved for royalty and nobility. As such, the company’s batik retail division’s diverse collection allows for Batik Priatampan to align its brand with the country’s dynamic and fast-paced fashion apparel industry.
Batik Priatampan’s clothing lines can also be found in some of the country’s largest department stores such as Centro — a fashion and lifestyle store — and Zalora — an e-retailer for apparel. The brand was featured in the list of Top 10 best-selling fashion apparels on the Zalora website, successfully competing with prominent players such as Adidas and Hush Puppies.
High consumer confidence, rising personal incomes and an expanding middle-class have profoundly changed Indonesia’s retail landscape. Capitalising on this positive business climate, Batik Priatampan’s batik retail arm continues to develop innovative collections to enhance batik’s presence in the mainstream fashion industry.