MR DIY Opens Second Flagship Store in Bekasi, Featuring 18,000 Products
PT Daya Intiguna Yasa Tbk (MR DIY Indonesia) has inaugurated its second flagship store located at Summarecon Mall Bekasi. This new outlet represents part of the company’s strategy to enhance the family shopping experience through a more comfortable, organised, and easily accessible store concept.
Chief Executive Officer Edwin Cheah stated that the latest flagship store has been designed with a fresher approach focused on customer experience. He explained that the company has implemented updates to the store layout and design to create a more intuitive shopping experience.
According to Cheah, the arrangement of featured products has been made tidier and more accessible, product category labels have been clarified to aid navigation, and the shopping flow has been refined to make product exploration more enjoyable.
“We are presenting this flagship store with a fresher concept focused on improving customer experience. We want every customer to experience something better, without changing our commitment to affordable pricing,” said Edwin.
The 1,100-square-metre store features more than 18,000 product categories. In addition to offering household essentials, the store is equipped with a revamped DIY corner designed to inspire customers in exploring household needs and creative projects.
Despite featuring a more premium concept with interactive elements, MR DIY ensures product prices remain consistent with other stores throughout Indonesia. For the opening of the second flagship store, the company is also offering special promotions including free merchandise such as umbrellas, tumblers, and oversized shopping bags.
Head of Marketing Ria Sutrisno stated that MR DIY currently operates approximately 1,200 outlets in Indonesia, with the new store at Summarecon Mall Bekasi being only the second flagship location in the country.
The selection of Bekasi for the second flagship store location following Jakarta was not arbitrary. The city has significant market potential and historical value for MR DIY Indonesia, as it was the location of the company’s first store when operations commenced in 2017. As a satellite city of DKI Jakarta with rapid growth, Bekasi is considered representative of modern family dynamics.
According to data from the Central Statistics Agency (BPS), Bekasi City’s population is estimated at 2.64 million people, with a continuously growing young family demographic. Meanwhile, Summarecon Mall Bekasi recorded over 21 million visitors throughout 2024. Operating under a “Family Mall” concept, the shopping centre is considered aligned with MR DIY Indonesia’s market characteristics.
The expansion reflects the company’s progressive growth strategy and commitment to expanding access to affordable household retail provisions.
Cheah added that the company views stores not merely as transaction points, but as spaces for customers to discover solutions and inspiration for their daily needs.
“We consistently continue to refine our store concept to remain relevant to customer needs across various cities in Indonesia,” he said.