In brief: Indonesia’s Sale Stock rebrands as Sorabel

Entering our fifth year, this is the right time to take a big step towards better things. Today, we proudly introduce ourselves as Sorabel, and we’ll continue to realize Sistas’ style aspirations.

Source: Sale Stock

Indonesian fashion e-tailer Sale Stock is rebranding as Sorabel. The startup announced the change on its blog, but it didn’t give further details about the reasons behind the move.

The new name and identity will be officially unveiled on February 5, though the company’s apps and social media accounts already carry the new branding at time of writing.

Sale Stock – which sells its own fashion label for women and refers to its female fans as “Sistas” – raised US$27 million in an August 2017 series B-plus round led by Gobi Partners and Golden Equator. This followed a difficult period during which the startup laid off over 100 staff and cut salary costs by 13 percent.