* This chain has since ceased trading. 

A new chain of stores selling “super premium” luxury Italian fashion has debuted in Indonesia.

Founded by local entrepreneur Ricky Ahluwalia, True Italy has opened its first store in Jakarta’s Plaza Menteng.

Ahluwalia says True Italy aims to sell premium Italian fashion brands at low prices – “It’s like buying gold at the price of silver”.

But there is a catch: Ahluwalia’s business model is to buy previous season’s collections at closeout prices.

“True Italy not only performing business, but also serving the market, fulfilling dreams of individuals, who now have access to super luxury Italian fashion items at prices comparable to normal department store brands.”

Ahluwalia has more than 15 years experience in the fashion retail industry, after graduating from USCLA. His most recent role before founding True Italy was CEO of Royal Indo Traders.

True Italy will initially focus on the Jakarta market where more stores as planned.

Ahluwalia says his aim is to become “the leading multi branded Italian retail chain in Indonesia”.