What Fresh Factory does

Fresh Factory (legal entity PT Gudang Segar Indonesia) is an Indonesian integrated cold chain fulfillment and e-commerce enabler founded in 2020 and headquartered in South Jakarta. The company provides multi-temperature warehousing (-20°C frozen, 2-10°C chilled, cool, and dry zones), temperature-controlled transport via a refrigerated fleet, and an enabler layer that manages brand storefronts across major Indonesian marketplaces including Shopee, Tokopedia, TikTok Shop, Lazada, Blibli, and GrabMart. As of mid-2023 the company operates a combined 153 fulfillment centers across 103 cities with 2,000+ couriers (including via the NCS partnership) and serves 300+ tenants across SMEs, large enterprises, HoReCa, and Modern Trade channels. Named enterprise customers include Danone, Sirclo, Eden Farm, and KIN Dairy.

The technology stack is proprietary and in-house: a custom Warehouse Management System (WMS) with mobile inbound-to-outbound coverage, a Transportation Management System (TMS), an Inventory Management System (IMS), IoT temperature monitoring, AI-based demand forecasting and storage simulation, and FEFO/FIFO stock rotation. Enterprise clients receive API integration to connect external ERPs and order systems. The platform is extended by add-on modules including raw material Processing, B2B Procurement, Cross Border shipping, a Mitra Gudang warehouse-partner program (revenue-share on third-party cold storage), and a Store Operator service that places trained staff at branch locations.

Fresh Factory monetizes via a hybrid revenue model: transaction fees on fulfillment, packaging, and transport services; subscription/recurring revenue from cold storage rental and enabler subscriptions; and marketplace commissions through the Mitra Gudang partner network. Pricing is published in Indonesian Rupiah on a pay-as-you-use basis with tiered per-unit rates by temperature zone. Go-to-market is also hybrid — direct enterprise sales for large accounts, a self-serve tenant portal for SMEs, marketplace integrations for digital-native brands, and channel partnerships (notably Aprindo and NCS) for retail and last-mile reach.

Name

Fresh Factory

Legal name

PT Gudang Segar Indonesia

Website

https://freshfactory.id

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Fresh Factory is an Indonesian integrated cold chain fulfillment and e-commerce enabler operating 153 multi-temperature warehouses across 103 cities, serving 300+ SME and enterprise tenants with proprietary WMS/TMS/IMS technology and refrigerated transport.

Ownership category

akta.pro rank

Product category

Cold Chain Logistics Services

NAICS

Refrigerated Warehousing and Storage (493120), Refrigerated Warehousing and Storage (49312)

akta.pro primary industry

Cold Chain Fulfillment & Pick-Pack (E-grocery/D2C) (TLALABAL)

akta.pro secondary industries

Food & Beverage Cold Storage (Fresh/Chilled) (TLALABAA), Food & Beverage Frozen Storage (Meat, Seafood, Dairy, Produce, Bakery) (TLALACAA), Temperature-Controlled Distribution Centers (DCs) (AFAOAFAE), Chilled/Refrigerated Food Warehousing (0–5°C) (AFAOAFAD)

Keywords

• Cold chain fulfillment
• Cold storage warehousing
• Refrigerated transport services
• E-commerce enabler platform
• Warehouse management systems

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Fulfillment Services: Core revenue stream from providing cold chain storage, packing, and shipping services. Charges include storage rental fees (per day), fulfillment fees (per order), and packaging fees. Multi-temperature zones available from frozen (-20°C) to chilled, cool, and dry storage.
2. Cold Storage Rental: Daily warehouse rental fees for cold storage space in frozen, chilled, cool, and dry zones. Pricing varies by zone temperature type and storage volume (dimensions in cm).
3. Transport Services: Refrigerated transportation services delivering products from production facilities, distribution centers, branch warehouses to end customers. Fleet includes refrigerated trucks, vans, and motorcycles.
4. E-commerce Enabler Services: Services helping brands start and manage online sales on e-commerce platforms including store management, instant shipping in 32 cities, integrated fulfillment, real-time stock monitoring, and monthly performance reporting.
5. B2B Procurement: Online procurement solutions for corporations to source and supply goods through Fresh Factory's e-procurement platform.
6. Cross Border Services: International shipping services for products to global markets through Fresh Factory's cross-border logistics network.
7. Warehouse Partner Program (Mitra Gudang): Revenue sharing model where warehouse owners earn income by renting their cold storage space to Fresh Factory tenants. Fresh Factory markets and manages partner warehouses.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Fresh Factory operates an integrated cold chain fulfillment platform providing multi-temperature warehousing (frozen at -20°C, chilled at 2-10°C, cool AC, and dry zones), refrigerated transport, and e-commerce enabler services across 153 branch warehouses in 103 cities in Indonesia. The company serves 300+ tenants including SMEs, large enterprises, HoReCa, Modern Trade retailers, and online brands selling temperature-sensitive products such as frozen foods, fresh produce, dairy, beauty products, and pharmaceuticals.

Product overview

Fresh Factory is an integrated cold chain fulfillment and e-commerce enabler platform operating a multi-module architecture. The core platform consists of Fulfillment (cold storage warehousing with frozen, cold, cool, and dry zones), Transport (temperature-controlled delivery), and Enabler (marketplace integration and digital commerce services). These are supplemented by Processing (raw material handling), B2B Procurement (corporate purchasing), and Cross Border (international shipping) modules. The company also offers segment-specific solutions including Enterprise Solutions with WMS/TMS/IMS systems and API integration, and SME Solutions for smaller merchants. The platform is powered by proprietary technology including AI-based forecasting, WMS, TMS, and IoT temperature monitoring across 153+ branch warehouses in 103 cities serving 300+ tenants.

Differentiator

Problem solved

Functional benefit

Products and services

• Fulfillment Cold chain fulfillment service providing warehouse storage across four temperature zones (frozen -20°C, cold 2°C-10°C, cool/ambient, and dry) along with packing and shipping for 300+ tenants across 153 branch warehouses in 103 cities in Indonesia.
• Transport Temperature-controlled transportation service delivering products from production facilities and fulfillment centers through branch warehouses to end customers, using a refrigerated fleet of trucks, vans, and motorcycles.
• Enabler E-commerce enabler service helping brands launch and manage online sales across major marketplaces (Shopee, Tokopedia, TikTok Shop, Lazada, Blibli, GrabMart), with store management, instant delivery in 32 strategic cities, integrated fulfillment, real-time stock monitoring, and monthly performance reporting.
• Processing Raw material processing service that transforms raw ingredients into ready-to-process materials for further manufacturing or distribution within Fresh Factory's cold chain network.
• B2B Procurement E-procurement solution providing online procurement and supply services for corporations, enabling streamlined B2B purchasing operations through Fresh Factory's platform.
• Cross Border International shipping service providing safe and trusted delivery of products to global markets through Fresh Factory's cross-border logistics network.
• Enterprise Solutions Large enterprise fulfillment solution featuring Inventory Management System (IMS), Warehouse Management System (WMS) with real-time stock tracking, FEFO and FIFO inventory rotation, Transportation Management System (TMS), and distribution to HoReCa and Modern Trade channels, with API integration capabilities for enterprise systems.
• Small Medium Enterprise Solutions E-commerce enabler solution for medium enterprises to expand across marketplaces with instant and same-day delivery, leveraging 32 strategic warehouse locations for efficient multi-city e-commerce expansion.
• Warehouse Partner Program (Mitra Gudang) Partner program enabling warehouse owners to monetize empty commercial or warehouse spaces by becoming Fresh Factory warehouse partners, with marketing support and WMS integration for transaction and inventory management under a revenue-sharing model.
• Store Operator Professional admin branch service providing trained personnel to manage tenant fulfillment operations in branch warehouse cities, including online store management across marketplaces.

Quantifiable outcome

• 10x increase in GMV year-over-year
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature8 records

Partnerships

Two partnerships are on record, tiered flagship.

• Aprindo (Asosiasi Pengusaha Retail Indonesia)flagshipStrategic or Co-development Partner · 20 September 2023Memorandum of Understanding signed September 20, 2023 between Fresh Factory Founder/CEO Larry Ridwan and Aprindo Chairman Roy Nicholas Mandey. Partnership aims to introduce Fresh Factory cold chain logistics services to Aprindo's 600 retail members with approximately 45,000 stores nationwide.
• PT Nusantara Card Semesta (NCS)flagshipStrategic or Co-development Partner · 12 July 2023Strategic partnership announced July 12, 2023 to develop cold chain fulfillment distribution services. Combined network spans 153 fulfillment centers and 2,000+ couriers across 103 cities. NCS brings decades of logistics experience and established courier network; Fresh Factory contributes cold chain expertise and temperature-controlled facilities.

Scale indicators13 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• ColdEx (Snowman Logistics): India-based cold chain logistics company providing temperature-controlled warehousing, transportation, and distribution services. Directly comparable as a multi-temperature cold chain operator in an emerging Asian market.
• Shipper: Indonesian logistics technology platform offering fulfillment, warehousing, and shipping management for SMEs and e-commerce sellers. Closely comparable to Fresh Factory's enabler and fulfillment offerings for online merchants.
• Celcius Logistics: India-based tech-enabled cold chain fulfillment startup offering warehousing, transportation, and last-mile delivery for D2C and e-commerce brands. Closely mirrors Fresh Factory's cold chain + e-commerce enabler model in an emerging Asian market.
• Waresix: Indonesian B2B logistics and warehousing platform connecting shippers with warehouses and trucks nationwide. Comparable to Fresh Factory in serving SME/enterprise logistics needs across Indonesia with tech-enabled asset-light and asset-heavy hybrid models.

Broad incumbents

• JNE: Indonesia's largest domestic logistics and courier company offering nationwide shipping, warehousing, and distribution. Comparable as an established Indonesian logistics incumbent with broad fulfillment infrastructure.
• J&T Express: Major Southeast Asian express delivery company with significant Indonesia operations serving e-commerce shippers. Comparable as a regional logistics incumbent with broad fulfillment and last-mile capabilities.
• Ninja Van: Major Southeast Asia last-mile delivery and logistics platform operating across Indonesia, Malaysia, Singapore, and other SEA markets. Comparable as a regional logistics incumbent with growing cold chain capabilities serving e-commerce merchants.
• SiCepat Ekspres: One of Indonesia's largest logistics and courier companies with extensive last-mile and fulfillment operations. Comparable as a broad Indonesian logistics incumbent competing for e-commerce fulfillment volume.
• Maersk Cold Chain Logistics: Global integrated logistics leader with end-to-end cold chain capabilities including refrigerated container transport, cold storage, and inland distribution. Comparable as a global cold chain incumbent whose expansion into Southeast Asia could pressure Fresh Factory's market position.

Emerging players

• Kargo Technologies: Indonesian logistics tech startup building a trucking and shipment platform for enterprises. Comparable as a tech-enabled Indonesian logistics platform, though focused on dry freight rather than cold chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Fresh-Factory-ID-108779127536794

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Factory