Jakarta. The Landmark Group, a leading retail and hospitality corporation operating in the Middle East, North Africa and India, celebrated the launch of its fashion brand, Max Fashions, in Jakarta on Friday (07/09).
The company also used the occasion to celebrate the grand openings of its first two stores in Indonesia.
"It's been such a pleasure and a great honor to be here," Renuka Jagtiani, chairwoman and chief executive of the Landmark Group, said in her opening remarks. "As the Landmark Group, we started buying from Indonesia 30 years ago. It really gives me pleasure that we've come full circle and today we're actually growing and opening our store in Indonesia."
The corporation, established in Bahrain in 1973, is now based in Dubai in the United Arab Emirates, from where it operates a network of more than 300 Max Fashions stores in 16 countries.
The group made its foray into Southeast Asia last year with the opening of its first store in IOI City Mall in Putrajaya, Malaysia.
The group entered Indonesia last month with the opening of a store in Central Park shopping center in West Jakarta and another in Pondok Indah Mall 1 in South Jakarta.
"Indonesia is one of the most important countries in Southeast Asia," said Ramanathan Hariharan, group director and board member of the Landmark Group. "It has a large population. And in terms of our product range and merchandise, we always work in countries that have more tropical and warmer climate, so we felt that Indonesia is a good fit for us."
The store in Central Park is quite spacious and occupies around 1,000 square meters of premium retail space on the upper ground level, near the escalator. The store features two wide entrances, adorned with bright neon signage.
The men's and women's divisions are separated into "young," "casual," "corporate," "denim" and "sleepwear" sections. In addition to that, the store also has special sections for infants and children.
Racks of accessories, socks, shoes and sandals occupy an expansive special section in the store.
"We have something to offer for the entire family," Hariharan said. "Anything other than food."
All the items in the store carry the Max Fashions brand.
"This is very unique," said Wisnu Wijaya Soedibjo, deputy chairman of investment cooperation at the Investment Coordinating Board (BKPM), while touring the newly opened store. "Max Fashions is like a general department store, but everything is of their own brand. It seems like they are very committed to making and selling products with good quality and value."
"Max Fashions is our leading brand," Hariharan said. "We want to start [in Indonesia] with our best brand. And as we go along, we'll bring more brands to Indonesia."
The products are produced in China, India, Bangladesh and Indonesia.
"Our products are made to our own designs in factories shortlisted by us," Hariharan said. "And we control every part of the manufacturing [process] to make sure of the quality."
In every country, Max Fashions always has special collections tailored to local preferences. In Indonesia for example, the company has more shirtdresses and long-sleeved tunics for women. In this fall/winter season, many of them come in retro floral patterns and vintage colors. The stores in Indonesia also offer special batik prints for men and women.
"These batiks are all developed by local factories with local designing," Hariharan said.
Price is one of the brand's main strengths. As seen on opening day, the women's tops start from Rp 85,000 ($6) and men's polo shirts from Rp 99,000.
"Our prices are so good that customers don't have to wait for discounts or special offers to shop," Hariharan said.
One of the store's first customers was Indonesian top model Ayu Gani.
"It's really a one-stop shopping destination," she said. "They have everything I need, from daily wear to sleepwear. And their prices are also very reasonable."
The Landmark Group plans to open 40 more Max Fashions stores in Indonesia.
"We'll start with Jakarta and the greater Jakarta area, and then other big cities in Java," Hariharan said.
The company also plans to set up a Max Fashions online store in Indonesia within a year.