Sarinah differentiates itself in Indonesia’s increasingly competitive department store retail sector by specialising in the provision of local products. With 90% of its high-quality goods sourced from suppliers and SMEs across the archipelago, Sarinah is the department store retailer of choice for Indonesian-made furniture, handicrafts, fashion, batik and accessories. Given the success of the Ministry of Trade’s campaign for Indonesian products, this firmly established reputation is set to see the company work towards achieving its mission of becoming “The Window of Indonesia”.
Sarinah’s expertise as a contemporary department store retailer with a specialisation in local products is best illustrated by its collection of culture-driven products from the creative industry. In addition to more traditional offerings in handicrafts and interior design, Sarinah has also broadened its product range to include more modern pieces from emerging young local talents at its Thamrin department store; this measure is in keeping with the company’s rebranding strategy that is increasingly tailored to Indonesia’s young consumers. This has motivated Sarinah in ensuring that its window display is geared towards showcasing products that are highly-appealing to the country’s burgeoning middle class hence also stands as testament to the company’s standing as a leading department store retailer in Indonesia. As the main contributor to the company’s overall profit – 80% profit contribution derive from Sarinah’s retail unit – Sarinah thus finds it essential as a modern department store retailer to offer a wide-range of market-leading brands that are renowned amongst Indonesia’s millennial market segment. Among the fashion brands that are featured at Sarinah include Batik Chic, Iwan Tirta, Intan Avantie, Contempo, and Logo among a slew of other brand names.
Moreover, Sarinah has invested in resources that are tailored towards delivering on greater shopping convenience in addition to further propelling its name as a modern department store retailer in Indonesia. Sarinah is expected to develop upon its IT infrastructure as it plans to strengthen its e-commerce platform, add a greater variety of transactional methods in addition to carrying out changes to its store layout particularly for its Thamrin department store; the state-owned enterprise also plans to initiate an expansion of the landmark Sarinah Thamrin Department Store in Jakarta. The continued development of Sarinah as a renowned department store retailer will further expand into the establishment of specialty stores throughout selected cities in Indonesia that will feature a different set of product at every location. Other current retail locations include specialty stores in Pejaten Village (Jakarta), Kraton (Yogyakarta), and Banyumanik (Semarang) as well as another department store in Malang.