Jason Lamuda, left, and Danu Wicaksana present Berrybenka's plans for 2017 on Thursday (26/01). (JG Photo/Sylviana Hamdani)

Berrybenka to Amp Up Business in 2017


JANUARY 28, 2017

Jakarta. 2016 was a tough year for the world of business. But local beauty and fashion online shop Berrybenka bucked the trend and was one of only a handful of businesses that actually managed to grow last year.

"There were a lot of ups and downs in the world of business in 2016," Danu Wicaksana, managing director of Berrybenka, said in Jakarta on Thursday (26/01). "But praise the Lord, our business grew quite a bit last year."

According to Danu, Berrybenka's business grew 125 percent in 2016, with innovations being key to their success.

In 2016, the online shop started their omni-channel strategy. In addition to their online shop, they also opened pop-up stores in malls in Jakarta and other big cities in Indonesia.

"These pop-up stores serve to complement our online business," Danu said. "They introduce our collections to wider markets and allow our customers to really see and feel the quality of our products."

In 2016, Berrybenka opened 14 pop-up stores, including in Lippo Mall Puri in West Jakarta, Cihampelas Walk in Bandung and Lippo Mall Sun Plaza in Medan, North Sumatera.

"We've gained thousands of new customers and doubled the sales of our products with this [omni-channel] strategy," Jason Lamuda, chief executive of Berrybenka, said.

In 2017, the company plans to open 20 more pop-up and permanent stores in cities outside Java, including Ambon, Balikpapan, Pekanbaru and Pontianak.

Soon, the online shop will also launch a new feature called "Stella" for their loyal customers.

"What's been lacking in online shops is personal touch," Danu said. "We're trying to provide it to our loyal customers with 'Stella.'"

Stella is a personal assistant service from Berrybenka that will be available to chat directly with customers via Whatsapp.

"Customers can ask Stella about anything, from the hottest current trends to when exactly their shipments are going to arrive," Danu said.

Stella will also notify Berrybenka customers of special promotions and discounts as it happens.

In 2017, Berrybenka is also going to amplify its plus-size collections.

"The global market for plus-size clothing is worth around $150 billion," the managing director said. "We don't have the data for Indonesian [plus-size] market yet, but we believe it's quite sizable."

This year, Berrybenka is also going to improve its premium collection.

"We will work together with local designers' labels, such as 'Nikicio,' 'Paulina Katarina' and 'Ria Miranda' for our premium collection this year," Danu said.

Currently, the online shop offers 1,500 local brands on their website. Most of them are medium-range fashion brands by small-to-medium enterprises.

"We'll be offering a combination of good merchandising and good services to our customers in 2017," the managing director said.

Berrybenka plans to grow their business by up to 300 percent in 2017.

"We want to grow our business by two or three times its size every year," Jason said.