Dekoruma
- Company typePrivate
- Founded2016
- HeadquartersJakarta, Indonesia
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Dekoruma firmographics
Firmographics- Name
- Dekoruma
- Legal name
- PT. Dekoruma Inovasi Lestari
- Website
- https://dekoruma.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Dekoruma industry classification
Industry- Product category
- Online Furniture & Home Decor Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Home, Furniture & Decor Marketplaces (CRAFABAC)
- akta.pro secondary industry
- Home, Furniture & Decor DTC (CRAFACAE)
Keywords
Where Dekoruma is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Dekoruma business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain
Revenue model
- Product Sales: Sale of furniture and home accessories through online platform and offline showrooms. Products include sofas, tables, beds, storage, office furniture, and home decor items across various price points from budget to premium.
- Interior Design Services: Professional interior design consultation and custom interior solutions for residential and commercial spaces including kitchen sets, wardrobes, and full room designs.
- Experience Center Expansion: Revenue generated from physical showroom locations where customers can experience products before purchase. Company planned to expand these centers with Series C1 funding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget to Premium Furniture |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Dekoruma product offering
Product offeringCore offering
Dekoruma operates an Indonesian online furniture marketplace that sells furniture and home accessories across categories (sofas, beds, storage, office furniture, kitchen cabinets, lighting, mattresses, textiles) through its own e-commerce platform, mobile app, physical Experience Center showrooms, and a Blibli.com marketplace partnership. The company complements retail with professional custom interior design services covering kitchen sets, residential homes, apartments, wardrobes, offices, and hotels, and sells both third-party brands (Zinus, PIRA, Pro Design, etc.) and proprietary exclusive brands (Heim Studio, Tenzo Living, Dänari, Linöri, Sleep Care).
Product overview
Dekoruma is an Indonesian home decor platform operating as both an e-commerce marketplace and interior design service. The platform combines a multi-brand furniture retail marketplace (featuring both third-party brands and proprietary exclusive brands) with professional custom interior design services. The core product consists of an online furniture store offering furniture and accessories across categories including sofas, beds, storage, office furniture, bar stools, shoe racks, cleaning tools, and home accessories. Supporting this is an interior design service covering kitchen sets, residential homes, apartments, custom wardrobes, offices, and hotels with design styles including Modern Kontemporer, Modern Klasik, and Japandi Natural. Dekoruma's exclusive sub-brands include Heim Studio (Japandi furniture), Tenzo Living (Premium modern furniture), Dänari (home accessories including cleaning tools), Linöri (textiles), and Sleep Care (mattresses/bedding). The platform also serves B2B customers with commercial furniture and products.
Differentiator
Problem solved
Functional benefit
Brands
- Tenzo Living: Premium Modern Furniture brand
- Heim Studio
- Danari
- Linori
- Sleep Care
Products and services
- Dekoruma E-Commerce Furniture Store
- Custom Interior Design Services
- Dekoruma Business (B2B Program)
- Heim Studio (Exclusive Japandi Furniture Brand)
- Tenzo Living (Premium Modern Furniture Brand)
- Dänari (Home Accessories Brand)
- Linöri (Textile Collection Brand)
- Sleep Care (Mattress Brand)
- Dekoruma Mobile Application
Companies that use Dekoruma
Customer profileSegments3 records
Ideal customer profiles2 records
Dekoruma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Dekoruma partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Blibli.comcoreMarketplace partnership where Dekoruma products are sold through Blibli.com platform, extending reach to Blibli's customer base. Referenced as linked marketplace in footer navigation.
- Bank Partners (BCA, Mandiri, BNI, BRI, Permata, Maybank, OCBC, Bukopin, CIMB Niaga, digibank DBS)coreBanking partners enabling installment payment options (up to 24x with 0% interest) and promotional campaigns. These partnerships are featured prominently on the website and enable flexible payment options for customers.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Dekoruma competitors and assessment
Company assessmentBroad incumbents
- Blibli: Blibli is a major Indonesian e-commerce marketplace that not only hosts Dekoruma as a marketplace seller but also competes directly across furniture and home categories. Comparable as a multi-category digital retail channel targeting Indonesian consumers.
- West Elm: West Elm is a global DTC and retail home furnishings brand owned by Williams-Sonoma, focused on modern, design-forward furniture. Comparable as a design-led furniture brand with own retail and e-commerce presence targeting design-conscious consumers.
- IKEA Indonesia: IKEA operates large-format retail stores in Indonesia offering affordable Scandinavian-designed furniture and home accessories. It competes for the same middle-class Indonesian furniture buyer but with a global brand and physical big-box model.
- Tokopedia (GoTo): Tokopedia is one of Indonesia's largest e-commerce marketplaces, now part of the GoTo group, with significant home and furniture category traffic. Competes for the same Indonesian online furniture shopper with much broader marketplace scale.
- Shopee Indonesia: Shopee is Southeast Asia's largest e-commerce marketplace, with deep Indonesian consumer penetration and growing furniture category presence. It competes for the same online furniture buyer with vastly larger traffic and logistics infrastructure.
Regional players
- At Home: At Home is a US-based big-box home decor and furniture retailer operating physical superstores and e-commerce. Comparable as a large-format home furnishings retailer serving consumers in a single primary market with broad assortment.
Direct peers
- Home24: Home24 is a European online furniture and home accessories retailer combining marketplace and private-label brands. Directly comparable in vertical e-commerce focus, proprietary exclusive brands, and interior design service adjacencies.
- Wayfair: Wayfair is a global specialist online home furnishings marketplace offering furniture and decor across many styles and price points. Directly comparable in business model (vertical furniture e-commerce marketplace) though serving different geographies.
- Fabelio: Fabelio is another Indonesian online-first furniture retailer offering sofas, beds, dining sets, and home decor with proprietary brands. Most directly comparable to Dekoruma in target market, product category, and DTC e-commerce model within Indonesia.
Emerging players
- Livspace: Livspace is an Asia-Pacific interior design and renovation platform offering design services plus curated furniture and decor. Comparable in the interior design services layer combined with furniture commerce targeting Southeast Asian urban consumers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Dekoruma social profiles
Digital presenceDekoruma compliance and trust
Trust signalCompliance1 record
Dekoruma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dekoruma leadership team
Management profileNumber of profiles
Profiles2 records
Dekoruma funding detail
Funding detailFunding overview
Funding rounds6 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dekoruma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dekoruma
What does Dekoruma do?
Dekoruma operates an Indonesian online furniture marketplace that sells furniture and home accessories across categories (sofas, beds, storage, office furniture, kitchen cabinets, lighting, mattresses, textiles) through its own e-commerce platform, mobile app, physical Experience Center showrooms, and a Blibli.com marketplace partnership. The company complements retail with professional custom interior design services covering kitchen sets, residential homes, apartments, wardrobes, offices, and hotels, and sells both third-party brands (Zinus, PIRA, Pro Design, etc.) and proprietary exclusive brands (Heim Studio, Tenzo Living, Dänari, Linöri, Sleep Care).
Is Dekoruma a public or private company?
Dekoruma is a private company. It is classified as venture growth investor backed and is currently operating.
When was Dekoruma founded?
Dekoruma was founded in 2016. It employs 501 to 1,000 people.
Where is Dekoruma based?
Dekoruma is headquartered in Jakarta, Indonesia, in the Asia region.
How does Dekoruma make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are interior Design Services and experience Center Expansion.
Who are Dekoruma's main competitors?
Broad incumbents on record are Blibli, West Elm, IKEA Indonesia, Tokopedia (GoTo) and Shopee Indonesia. At Home is listed as a regional player. Direct peers are Home24, Wayfair and Fabelio. Livspace is listed as an emerging player.
Does Dekoruma have an API?
No public API is recorded for Dekoruma.
What industry is Dekoruma in?
Dekoruma's product category is Online Furniture & Home Decor Retail. Its primary akta.pro industry code is CRAFABAC, Home, Furniture & Decor Marketplaces, with a secondary code of CRAFACAE, Home, Furniture & Decor DTC. Its NAICS code is 4491 and its SIC code is 5700.