Sarinah’s overarching goal to promote the spread of Indonesian goods in international markets is led by the export of rattan furniture. In seeking to introduce Indonesian products on the global stage through furniture, the company focuses on the export of rattan furniture sourced from talented craftsmen as well as manufactured in its own factory and warehouse facility in Cirebon, West Java. These rattan furniture are made available at cost competitive prices to appeal to the public at large and encourage large volume overseas orders.
Upon entering new markets through rattan furniture, Sarinah transitions to a focus on higher end offerings including furniture made from teak and mahogany. This tried and tested strategy is motivated by the expectation that buyers who come to realize the quality of Indonesian furniture products through Sarinah’s rattan furniture will come to also demand a more high-end product range. Sarinah’s teak and mahogany collection draws upon Indonesia’s wealth of local manufacturers adept at creating one-of-a-kind pieces from heavy woods, including those operating out of Sarinah’s facilities in Jepara, Central Java.
Sarinah is at present prioritising countries in the Middle East as key markets for the export of wooden and rattan furniture. The company also expects to take advantage of opportunities in the Europe and the United States for the export of its premium quality rattan furniture.