Furniture: New outlet focuses on imported goods
Kurniawan Hari, The Jakarta Post/Jakarta
A woman stepped out of a Toyota Alphard van after it stopped in front of a department store in Warung Buncit area, South Jakarta. A few minutes later, a Mercedes-Benz dropped two women.
The drivers parked the cars in a specified lot.
The three women were among dozens of affluent Jakartans attending the premiere launch of Home & Beyond, a department store that sells home furniture and accessories.
Buckets of flowers were put outside the store welcoming the prospective customers witnessing the launch.
The store sells a wide spectrum of items -- candles, photo frames, chairs, carpet, lamps, beds and sofas.
"We offer customers up-to-date products. Our products come from the vintage, classic, chic as well as retro styles," said President Director Nugroho Setiadharma.
Home & Beyond is not the only outlet that offers customers world-class furniture.
There are several other outlets like Da Vinci, Home and Design, Jakarta Design Center and the outlet at Ratu Plaza mall.
Dangdut singer Inul Daratista, who shot to fame a couple of years ago had purchased more than Rp 1 billion worth of furniture from Da Vinci to fill her new house in the exclusive residential area of Pondok Indah in South Jakarta.
Da Vinci enthusiasts could browse and purchase classic furniture from the outlet, located on Jl. Jend. Sudirman.
Meanwhile, the public could also buy furniture from outlets at Jakarta Design Center in Slipi, Home and Design in Jl. Sultan Iskandar Muda in South Jakarta and Ratu Plaza Mall.
Despite the presence of the existing furniture outlets, the launch of Home & Beyond still drew attention.
Aside from looking around the 2,000 square meter store, customers could also consult an interior designer at the store's Designer Bar.
The Designer Bar is designed to function as a consultation corner for customers. They could consult and choose their own style and taste to decorate their home.
One of the consultants is creative designer Fifi Fimandjaja.
Fifi emphasized that it was important for executives who live in a stressful city like Jakarta to have a pleasant interior at home.
"People encounter stressful situations outside their home. So, they have to make their home a comfortable place to live in through interior design," said Fifi.
She said she hoped the opening of the store would help bring more inspiration to Indonesian designers.
Because many of the products are imported, they are sold at relatively high prices.
A small classic photo frame is on offer at Rp 289,000 (US$28) while a teak chair is being sold at Rp 4.1 million ($410).
A six-centimeter tall candle with a 5 centimeter diameter is on sale for Rp 49,000 and a candle holder has a Rp 350,000 ($35) price tag.
Fifi denied that most of the products were sold at high prices.
"Here, at Home & Beyond, customers would have a greater chance of decorating their home on a low budget," she added.
With Rp 50 million, people would only get a sofa from other outlets, but from Home & Beyond they could purchase two sofas, a table and some accessories, she asserted.
Moreover, Nugroho added that the cost would very much depend on the financial capability of the customers.
"Our designers will help the customers to spend their money. Not all of our products are expensive," he added.
Meanwhile, Home & Beyond owner Janti J. Brasali acknowledged that the idea to open the store came from her own shopping experience.
She said that she was often disappointed after finding ceramic cups or statues she purchased overseas had broken during shipment.
After a series of surveys, she later on decided to open a furniture store to provide customers with mostly imported products.
"From now on, there is no need to go abroad to shop for furniture or accessories. We sell those products at our store," said Janti who also runs Ranch Market stores.