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Berrybenka beefing up eCommerce

With demand from Hong Kong, Brunei and Malaysia, Indonesian fashion brand Berrybenka is taking steps to beef up its eCommerce services.

It will also be opening more pop-up stores outside Jakarta, its main stronghold, The Jakarta Post reports.

CEO Jason Lamuda says the brand is also aiming improve customer relations through digital media. It aims to step up customer interaction this year through messaging apps, improve its mobile app, and partner with convenience store ChainIndomaret on a possible new payment mechanism.

He says this will help promote Berrybenka as a national fashion eCommerce platform. “Our goal in the end is to not only become the most notable fashion brand in Indonesia, but to also help promote the creation of local brands.”

Berrybenka has 1.5 million subscribers in its database, with demand from Hong Kong, Brunei and Malaysia through sister company Hijabenka. Berrybenka has partnered with around 1000 small and medium enterprises.

In Indonesia, the company plans pop-up stores in Medan, North Sumatra, Makassar in South Sulawesi, Yogyakarta, Semarang in Central Java, Manado in North Sulawesi and Balikpapan in East Kalimantan. Medan will have the first of the new outlets, opening on Thursday.

Also being considered are eCommerce hubs for Surabaya, East Java and Bandung, West Java.

About 90 per cent of Berrybenka sales comprise local products. Between 2013 and 2014, the company had 150 to 200 per cent revenue growth, with a further 200 per cent growth between 2014 and 2015.

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