Mid-range UK brands lure Indonesia's big spenders
The Jakarta Post, Jakarta
Even with a wide variety of quality Indonesian apparel, it seems the nation's upper market is still fascinated by imported brands, making middle class British labels among their options.
Predominantly brought to the country by retailer PT Mitra Adi Perkasa (MAP), several established apparel lines from the United Kingdom occupy anchor spaces at exclusive malls.
They include Marks and Spencer, NEXT, department store Debenhams, as well as sports brand Reebok and most recently personal healthcare outlet Boots.
With these lines, MAP succeeds in luring those seeking clothing, with probably an added higher self-confidence as a bonus.
Along with some 45 other brands and concept stores, the total combined sales of imported labels contributed Rp 2.3 trillion ($2.3 billion) to MAP's 2004 total sales, an increase of almost 10 percent from the previous year.
"We selected brands which have long been established and have high reputation in the global market," said MAP investor relations head Ratih D. Gianda.
"Our first fashion brand was NEXT. We opened an outlet in Plaza Senayan in 1995," Ratih added.
The first NEXT women's wear store was opened in the UK in 1982 and it developed as a retail chain. J. Hepworth and Son, a company established in 1864, developed the store after acquiring the chain of Kendalls rainwear shops. Lately, NEXT's collection has grown to include men's wear, children's wear and interiors.
According to its website, the label receives its products from factories in Bangladesh, Cambodia, China, Hong Kong, India as well as Indonesia, aside from having some of their products made in the UK and Belgium.
In Indonesian cities, mostly in Jakarta, MAP has opened 11 NEXT outlets that adds to the label's 380 stores in UK and around the world.
Another apparel label, Marks and Spencer, was established at Indonesia's Plaza Senayan in July 2000. Since then it has expanded to 14 stores adding to its 400 stores in UK and 150 others around the globe.
The history of the brand dates back to 1884 when Michael Marks and Tom Spencer formed a partnership that later became a chain of retail stores offering a variety of products ranging from apparel to packaged food and beverages.
MAP's latest UK partners are department store Debenhams and personal healthcare chain shop Boots, both opened in Jakarta this year in Plaza Indonesia and Pondok Indah Mall 2 respectively.
Debenhams features mostly UK fashion brands such as Red Herring, Casual Club and Maine, but in Indonesia, MAP has taken its other non-UK brands inside.
Meanwhile, Boots, which started as a herbalist shop in Nottingham, has opened two outlets in Indonesia.
Indulging cosmopolitan living and providing the "ultimate shopping experience" would not be complete without adding sports items to the basket. MAP has taken the initiative of importing Reebok shoes and sports apparel since 1990.
Known as the world's oldest shoe brand, born in 1895, Reebok penetrates the Indonesian market with 13 concept stores nationwide.
"We are committed in making these brands as well as other brands grow through our company," said Ratih.
But not all British outlets find their way here through MAP. The Body Shop is among them. This shows that British products have found a strong market here.