The Canopy Room Opens First Physical Store at Plaza Indonesia

Space for independent Indonesian fashion brands to meet consumers directly is expanding. The Canopy Room, a platform that curates various local fashion brands, has now opened its first permanent outlet at Plaza Indonesia, Jakarta.

The outlet marks a continuation of The Canopy Room’s journey, which initially launched online approximately eight months ago. The establishment of a physical store follows feedback from consumers who wished to see and try on products from brands they had previously discovered online.

The Founder and Creative Director of The Canopy Room, Anita Anastasia, stated that public response during the soft opening period demonstrated significant interest in local brands that are not yet widely known. “Many of the brands in The Canopy Room were unknown to people from the start. One of our core focuses is indeed how we discover new brands,” said Anita.

According to her, some consumers only recently discovered that the brands featured in the store are local products. This indicates that there remains a significant opportunity for Indonesian brands to expand their recognition among consumers.

Currently, The Canopy Room curates brands from various regions, including Surabaya, Bali, and Bandung. The selected brands include not only established labels but also relatively new brands.

Anita noted that the curation process does not solely depend on a brand’s existing fame. A primary consideration is the brand’s identity and digital presence, including how they build their image and communicate their product’s character.

Following this, the team conducts in-person meetings to inspect and try the products. This process considers the diversity of consumer characteristics, including body types and skin tones.

“We try them one by one. We ask whether this is truly for us, whether we ourselves would want to wear it. Usually, that is how it starts,” Anita explained.

The next stage involves ensuring the alignment of vision between The Canopy Room and the participating brands. Through this approach, The Canopy Room strives to present brands that each possess a unique character while still fitting within a single curated collection.

For the physical outlet, the brand composition will rotate approximately every three months. Meanwhile, each month, brands within the store may introduce exclusive products available only at The Canopy Room.