Sorabel
Sorabel, operating as Sale Stock Indonesia, is a Jakarta-based direct-to-consumer fashion e-commerce platform founded in 2014. It sells mall-quality apparel to Indonesian consumers at value pricing with free delivery, operating with 1,001-5,000 employees.
- Company typePrivate
- Founded2014
- HeadquartersJakarta, Indonesia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sorabel does
Sorabel, operating through its Sale Stock Indonesia brand and website (salestockindonesia.com), is a Jakarta-headquartered direct-to-consumer fashion e-commerce company founded in 2014. The company retails mall-quality apparel and clothing to Indonesian consumers at value-oriented pricing, with a stated policy of unconditional free postage on orders. Per firmographic data, Sorabel employs between 1,001 and 5,000 people, indicating mid-to-large scale operations for the Indonesian e-commerce sector.\n\nSorabel's capital structure reflects multiple venture financings between 2017 and 2019, anchored by a $27 million Series B round closed in August 2017 and co-led by Gobi Partners and Golden Equator Ventures, with participation from Alpha JWC Ventures, Convergence Ventures, Kip, MNC Media Investment, and SMDV. Subsequent rounds included a strategic investment from Endeavor Indonesia in October 2018 and a follow-on equity round in May 2019 led by Kejora Capital alongside NCore Ventures, Openspace Capital, and Shift. In August 2019, InnoVen Capital extended what appears to be a venture debt facility. The company is led by co-founder and CEO Jeffrey Yuwono.\n\nThe go-to-market is direct-to-consumer e-commerce, monetizing through retail sales of own-brand and third-party fashion SKUs to individual Indonesian shoppers, with last-mile fulfillment supported by an in-house logistics operation implied by the headcount range. No revenue, AI capability, or product-level technology data is attributable to Sorabel in the available input — the granular technology, product, and revenue-model data in the source pertains to a different entity (an online gaming platform) and is excluded from this assessment.
Sorabel firmographics
Firmographics- Name
- Sorabel
- Legal name
- QQSLOT
- Website
- https://salestockindonesia.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Sorabel, operating as Sale Stock Indonesia, is a Jakarta-based direct-to-consumer fashion e-commerce platform founded in 2014. It sells mall-quality apparel to Indonesian consumers at value pricing with free delivery, operating with 1,001-5,000 employees.
- Ownership category
- akta.pro rank
Sorabel industry classification
Industry- Product category
- Online Apparel Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Off-Price Online Apparel & Fashion Retail (Digital-First/Flash Sales) (CRAEABAJ)
- akta.pro secondary industry
- Apparel, Footwear & Accessories Omnichannel (CRAFAEAA)
Keywords
Where Sorabel is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Markets served
Sorabel business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Online Gaming Transactions: Revenue generated from player deposits and wagering activities on slot games, casino, sportsbook, lottery, poker, and arcade games
- VIP Membership: Exclusive benefits and rewards for VIP (Very Important Player) members
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Standard player access with welcome bonus |
| Subscription | Monthly | VIP membership with exclusive benefits |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Sorabel product offering
Product offeringCore offering
Sorabel (formerly Sale Stock Indonesia) is an Indonesian online fashion retailer that sells mall-quality clothing and apparel at honest, affordable prices to Indonesian consumers. The platform sells its own branded apparel inventory online and offers unconditional free postage across Indonesia.
Differentiator
Problem solved
Functional benefit
Products and services
- Sorabel Online Fashion Store (salestockindonesia.com)
- Sorabel Mobile App (Android)
Quantifiable outcome
- Deposit processing within 1 minute, withdrawal within 4 minutes
Companies that use Sorabel
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Sorabel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sorabel partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Pragmatic PlaycoreMajor game provider for QQSLOT platform, offering popular slot games known for attractive visuals and abundant bonus features. One of the primary game providers on the platform.
- PG SoftcoreGame provider specializing in innovative and interactive gameplay experiences. Provides modern slot games with interactive features.
- HabanerocoreGame developer offering diverse game themes rich in storytelling. Provides variety in game content for the platform.
- MicrogamingcoreSenior game vendor in the industry with an extensive game collection. Provides established portfolio of games.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Sorabel competitors and assessment
Company assessmentBroad incumbents
- Tokopedia: Major Indonesian marketplace with broad fashion assortment and integrated logistics and payments (now part of GoTo). Comparable to Sorabel in serving Indonesian online fashion demand, but at much broader scale and as a horizontal platform rather than a vertical specialist.
- Shopee Indonesia: Leading Indonesian marketplace with a dominant fashion category presence, third-party sellers and first-party fashion offerings. Comparable to Sorabel as a destination for online fashion in Indonesia but operates a horizontal marketplace model rather than vertical curation.
- Shein: Global ultra-fast-fashion pure-play with significant Indonesian customer demand served via cross-border shipping. Comparable to Sorabel on value-priced online apparel merchandising and digital-first discovery, but at vastly larger scale and through a cross-border rather than domestic inventory model.
- Lazada Indonesia: SEA-wide marketplace with substantial Indonesian fashion traffic, operated by Alibaba. Comparable to Sorabel on customer base and category, but competes as a broad-line marketplace rather than a value-fashion vertical.
Direct peers
- HijUp: Indonesia-based online modest-fashion marketplace focusing on Muslim women's apparel. Comparable to Sorabel as a digitally native Indonesian fashion retailer addressing specific demographic segments with branded assortment and value positioning, though narrower category focus.
- Pomelo Fashion: SEA-focused online fashion retailer with strong brand presence in Thailand and Indonesia, offering trend-driven apparel to millennial consumers. Comparable to Sorabel on digital-first fashion merchandising, regional customer overlap and brand-led direct-to-consumer model.
- Berrybenka: Indonesian online multi-brand fashion retailer targeting women with mall-quality apparel at accessible prices. Closest direct competitor to Sorabel in geography, assortment mix, and value positioning, with overlapping customer acquisition channels and similar brand-led marketing approach.
- Love, Bonito: Asia-headquartered direct-to-consumer women's fashion brand operating online across SEA including Indonesia. Comparable to Sorabel as an owned-brand/curated-assortment online apparel retailer serving value-and-quality-conscious Asian consumers through digital channels.
- Zalora Indonesia: Pan-SEA online fashion and lifestyle platform with a major Indonesian storefront, carrying multi-brand apparel, footwear and accessories. Directly comparable to Sorabel on category, customer base and direct-to-consumer delivery model, though typically at a slightly higher price tier and with broader category breadth.
Others
- Zilingo: Former SEA B2B fashion commerce platform that connected brands and manufacturers with regional retailers. Comparable to Sorabel as a tech-enabled SEA fashion commerce player addressing the broader value chain, though B2B-focused rather than consumer-facing.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Sorabel social profiles
Digital presenceSorabel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sorabel leadership team
Management profileNumber of profiles
Profiles1 record
Sorabel funding detail
Funding detailFunding overview
Funding rounds5 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sorabel 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 Sorabel
What does Sorabel do?
Sorabel (formerly Sale Stock Indonesia) is an Indonesian online fashion retailer that sells mall-quality clothing and apparel at honest, affordable prices to Indonesian consumers. The platform sells its own branded apparel inventory online and offers unconditional free postage across Indonesia.
Is Sorabel a public or private company?
Sorabel is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sorabel founded?
Sorabel was founded in 2014. It employs 1,001 to 5,000 people.
Where is Sorabel based?
Sorabel is headquartered in Jakarta, Indonesia, in the Asia region.
How does Sorabel make money?
Two revenue lines are on record. Online Gaming Transactions are the primary driver. The others are VIP Membership.
Who are Sorabel's main competitors?
Broad incumbents on record are Tokopedia, Shopee Indonesia, Shein and Lazada Indonesia. Direct peers are HijUp, Pomelo Fashion, Berrybenka, Love, Bonito and Zalora Indonesia. Zilingo is listed as an others.
Does Sorabel have an API?
No public API is recorded for Sorabel.
What industry is Sorabel in?
Sorabel's product category is Online Apparel Retail. Its primary akta.pro industry code is CRAEABAJ, Off-Price Online Apparel & Fashion Retail (Digital-First/Flash Sales), with a secondary code of CRAFAEAA, Apparel, Footwear & Accessories Omnichannel. Its NAICS code is 458 and its SIC code is 5600.