From left to right, Zakaria Hamzah, Elizabeth Wahyu, designers of Darling Rock, Irwanto Sumardi of 52Living and e-commerce expert Frans Budi Pranata at the launch of last Thursday (08/12). (JG Photo/Sylviana Hamdani)

Alleira Batik Launches Premium Online Shop


DECEMBER 11, 2016

Jakarta. Alleira Batik, established in Jakarta in 2005, is famous for its chic, modern designs and unique color gradations that highlight the beauty of its distinctive batik patterns.

Since its inception, the premium clothing brand has grown from one boutique in Kemang, South Jakarta, to 20 outlets in Indonesia and Singapore.

On Thursday (08/12), the brand launched its online boutique,, at Hotel Mulia in Senayan, Jakarta.

"Alleira has had a very strong market base in the big cities [in Indonesia and Singapore] throughout the years," Zakaria Hamzah, chief operational officer of Alleira Batik and chief executive of, said.

"But many of our customers live outside the cities. They can only buy our products when visiting the big cities. Many of them have been asking me to set up an online shop so they can get our products more easily."

Alleira Batik employed e-commerce expert Frans Budi Pranata to set up an online shop for them.

"Everybody is on the internet these days," Frans said.

Frans is the co-founder of, an online marketplace owned by celebrity kebaya designer Anne Avantie, and the former chief financial officer of fashion retailer He has now been appointed as the deputy chief executive of

According to Frans, there are currently 3.2 billion active internet users in the world. And 132.5 million of them are in Indonesia.

"About 50% of them are also active online shoppers," he said. "And 87% of the products they search for on the internet are fashion items. There's a huge potential for Alleira Batik to expand their market with this new online platform."

The online boutique does not just sell Alleira Batik collections, but also Alleira Group's other fashion and lifestyle brands, including women's ready-to-wear brand May & June, women's handbags and accessories label Darling Rock and vintage-style furniture brand 52Living.

"It's a one-stop shopping destination," Irwanto Sumardi, representative of 52Living, said. "Customers can get almost any lifestyle product they need on the same online shop."

Alleira also plans to sell other premium Indonesian lifestyle brands on the online shop within the next six months. expects to have 1.5 million members in its first year and score Rp 750 billion worth of transactions.