For Indonesian D2C brands aspiring to go global, the time is now

When Jakarta-based Claude first opened its doors in Singapore last July, it was stepping into untrodden waters.

Nestled in the center of the city-state’s main shopping district, Claude’s first international store in Takashimaya Shopping Center sports curves, plush green carpets, and flower installations intended to satiate the Gen-Z and millennial need for character, uniqueness, and experience.

Breaking into an international market was “daring and crazy” – something most Indonesian brands wouldn’t imagine because of perceived competition, Christie Johana, Claude’s co-founder and creative director, tells Tech in Asia.

Claude’s Takashimaya store / Photo credit: Claude

Seven months on, Singapore now contributes the majority of international revenue for Claude, which counts Malaysia, the Philippines, and Thailand among its other main markets. Combined, these international markets are growing at a faster pace than its Indonesian business, the firm’s co-founder and CEO Tommy Budihardjo shares.

But Claude’s expansion into Singapore – and its apparent success so far – may have inadvertently opened the doors to fellow Indonesian labels looking to do the same.

In the past months, several other brands from Indonesia – including SevieyanaShoes and Gemme Clothing – have collaborated with Singapore-based content creators to co-launch collections targeting shoppers in both countries.

More brands may soon follow.

“Proudly” made in Indonesia

Last December, Jakarta-based shoe brand SevieyanaShoes launched its first collection marketed at customers outside of Indonesia.

The collection, which aimed to introduce its handmade cloudfoam products to customers in Singapore, was successful and achieved 60% of its “ambitious” sales goal, Sevieyana, the owner of her namesake shoe label, tells Tech in Asia.

“Indonesia has been known for its handmade products,” the entrepreneur says. Social media and marketing have amplified the reach of individual brands, making it “just about time” for Indonesia-based labels to expand overseas, she adds.

A recent SevieyanaShoes collection featured Singapore-based content creators Charlotte Wang (center) and Jasmine Rice (right), as well as Singapore- and Indonesia-based Megan Pannata (left) / Photo credit: SevieyanaShoes

Singapore now makes up 30% to 40% of SevieyanaShoes’ customers compared to “less than 10%” before, the brand owner shares.

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