Global Business Guide Indonesia

Sarinah Sarinah Sarinah Sarinah Sarinah Sarinah Sarinah Sarinah
JOINT VENTURES | INVESTMENT
Sarinah

PT Sarinah (Persero) is an iconic brand nationally recognized as the centre of retail and trade for Indonesian goods. Founded in 1962, the state owned enterprise established the country’s first department store; pioneering the introduction of the modern retail experience in Indonesia. 

In keeping with its storied history as the emporium for Indonesian handicrafts, fashion and furniture, Sarinah provides local creative industries with a platform to showcase their best offerings in landmark retail outlets. Over the last five decades, Sarinah has evolved into the go-to shopping destination for local consumers, tourists and an expansive network of overseas buyers.

Embracing its role as the face of Indonesian crafts and artisanal products among international customers, Sarinah also manages its own trade division well versed in meeting large-scale orders for premium locally made finished goods as well as commodities. The company, in addition to working with partners abroad to import in-demand agricultural commodities, actively engages in the export of handcrafted furniture increasingly popular in developed markets. Through its trade division, Sarinah is thus at the forefront of the growing awareness of high quality Indonesian products in the global market.

The company now plans to embark upon an expansion strategy that will see it build around its existing retail operations and establish new specialty outlets in Indonesia’s fast-emerging secondary cities. These initiatives are expected to strengthen Sarinah’s standing as a national asset and facilitate its new focus on a burgeoning domestic youth demographic. Going forward, the company also hopes to translate its brand appeal in Indonesia to the global stage – becoming the preeminent vehicle for bringing local goods to international consumers and realising its long-term vision; serving as a global emporium for Indonesian products.

Sarinah

Key Information

Date of Establishment: 17th August 1962

Type: State Owned Enterprise

Number of Employees: > 500

Services: Retail, Export & Import, Distribution, Property Management, and Hospitality

Retail Network: 2 Department Stores (Jakarta, Malang) and 3 Specialty Stores (Jakarta, Yogyakarta, Semarang)

Subsidiaries: PT. Sari Valuta Asing and Sari Pan Pacific Jakarta

Local Presence

International Network

Building upon its success in appealing to tourists visiting Indonesia, Sarinah through its trade division has developed an extensive network of international buyers. The company works closely with partners based in Europe, Australia, Korea, Mexico, China and the ASEAN; specializing in the export of furniture and the import of specialty rice, soybeans, saccharine and cloves. In 2011, Sarinah also began exporting agricultural commodities such as cassava to China and plans to expand its capabilities in this type of trade going forward. 

Sarinah’s immediate priority, however, is to accelerate international market penetration for Indonesian furniture given the company’s expertise in sourcing this type of product. Markets in the Middle East are of particular interest.

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International Network

Local Presence

With a proven track record that dates back over five decades, Sarinah is heralded across the archipelago as the Indonesian Emporium offering a comprehensive array of local products. In sourcing a collection that ranges from traditional handicrafts to contemporary clothing, the company forges long-term partnerships with SMEs and cooperatives representing the vast majority of Indonesia’s 34 culturally diverse provinces.

Sarinah’s retail network presently spans 5 outlets split between the commercial hubs of Jakarta, Yogyakarta, Semarang and Malang, with scope for expansion into tourist hotspots such as Bali in the future. The company also operates a far-reaching distribution system via its trade division, focused on delivering staple goods throughout Java.

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