Buttonscarves
Buttonscarves is an Indonesian fashion and lifestyle brand founded in 2015, selling scarves, bags, apparel, footwear, accessories, prayer sets, and beauty products through 55+ own stores, department store partners, and a global multi-currency e-commerce site serving Muslim women and fashion-conscious consumers across Southeast Asia.
- Company typePrivate
- Founded2015
- HeadquartersJakarta, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Buttonscarves does
Buttonscarves is an Indonesian fashion and lifestyle brand founded in 2015 and headquartered in Jakarta, operating as a unit of Modinity Group. The company sells scarves, hijabs, bags, apparel, footwear, accessories, prayer sets, small leather goods, and home & living products, with a beauty and fragrance sub-brand (Buttonscarves Beauty) launched in 2024 covering perfumes and color cosmetics. Core customers are Muslim women seeking stylish modest wear and fashion-conscious women across Southeast Asia, supplemented by a beauty customer segment.
The brand runs an omnichannel distribution model: 55+ company-owned physical stores across 13+ Indonesian cities and two Malaysian locations, complemented by department store partnerships with SOGO, Metro, Galeries Lafayette, and Seibu, and a direct-to-consumer e-commerce site at buttonscarves.com supporting eight currencies. Pricing spans entry accessories at $11 USD to runway pieces at $2,226 USD, with first-purchase incentives (code BSFIRSTLOVE), installment options (Akulaku, Shopee PayLater), and a BSLady Club loyalty program supporting retention.
Strategically, Buttonscarves has invested in celebrity co-design (Indonesian celebrity Nagita Slavina), entertainment IP collaborations (The Devil Wears Prada 2 under The Editor Series), high-touch runway drops, a live shopping commerce channel, and an AR-powered virtual try-on feature for beauty shades. Tech infrastructure includes Shopify-based e-commerce with multi-currency and multi-language localization, computer vision try-on capability, and integrations with Indonesian bank transfers, QRIS, GoPay, ShopeePay, and convenience-store payments (Alfamart, Alfamidi).
Buttonscarves firmographics
Firmographics- Name
- Buttonscarves
- Website
- https://buttonscarves.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Buttonscarves is an Indonesian fashion and lifestyle brand founded in 2015, selling scarves, bags, apparel, footwear, accessories, prayer sets, and beauty products through 55+ own stores, department store partners, and a global multi-currency e-commerce site serving Muslim women and fashion-conscious consumers across Southeast Asia.
- Ownership category
- akta.pro rank
Buttonscarves industry classification
Industry- Product category
- Modest Fashion & Lifestyle Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Luggage and Leather Goods Retailers (458320), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Luxury Leather Goods & Handbags (CRAKAFAB)
- akta.pro secondary industries
- Leather Handbags & Totes (CRAKAEAA), Luxury Small Leather Goods & Wallets (CRAKAFAC), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)
Keywords
Where Buttonscarves is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices14 records
Markets served
Buttonscarves business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales (E-commerce): Direct-to-consumer online sales through owned e-commerce platform with global shipping, offering scarves, bags, apparel, footwear, accessories, prayer sets, and beauty products
- Physical Retail Stores: Revenue from company-owned retail stores across Indonesia and Malaysia, including flagship stores in major shopping malls
- Department Store Partnerships: Sales through department store partners including SOGO, Metro, Galeries Lafayette, and Seibu stores located in premium malls across Indonesia
- Beauty & Fragrance Line: Separate beauty and fragrance category under Buttonscarves Beauty sub-brand, including perfumes, lip makeup, eye makeup, face makeup, skincare, and beauty tools
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - Entry price point |
| Unit Pricing | Pay-as-you-go | Apparel & Tops - Mid-range |
| Unit Pricing | Pay-as-you-go | Footwear - Mid-range |
| Unit Pricing | Pay-as-you-go | Bags - Premium |
| Unit Pricing | Pay-as-you-go | Runway Pieces - Luxury |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Buttonscarves product offering
Product offeringCore offering
Buttonscarves designs, brands, and retails a comprehensive portfolio of fashion and lifestyle products including scarves, hijabs, bags, apparel, footwear, accessories, prayer sets, small leather goods, and home & living items, along with a dedicated beauty and fragrance sub-brand (Buttonscarves Beauty). The company sells directly to consumers through its owned e-commerce website supporting eight currencies and 55+ physical retail stores across Indonesia and Malaysia, plus department store partnerships with SOGO, Metro, Galeries Lafayette, and Seibu.
Product overview
Buttonscarves is a fashion and lifestyle brand offering a comprehensive product portfolio centered on scarves, bags, apparel, footwear, accessories, and prayer sets. The brand operates under a multi-category platform model with several sub-brands and collections. Core products include the main scarf, bag, apparel, footwear, accessories, prayer set, small leather goods, and home & living categories. The company has expanded into beauty with Buttonscarves Beauty sub-brand offering fragrances (Kyoto, Marrakech, Alexandria, Seville Eau de Parfums), lip/eye/face makeup, skincare, and beauty tools. Strategic collaborations include the Buttonscarves x Nagita Slavina collection featuring combined monogram designs, and The Editor Series inspired by The Devil Wears Prada 2. The Runway Pieces collection offers limited edition curated pieces from global runway shows. Additional offerings include BSLady Club loyalty program, Live Shopping feature, and premium Benang Jarum Couture line. The brand sells through e-commerce and physical stores across Indonesia, Malaysia, and other markets.
Differentiator
Problem solved
Functional benefit
Brands
- Benang Jarum: A sub-brand/store concept under Buttonscarves offering couture and premium products.
- Benang Jarum Couture
Products and services
- Scarves Headwear and fashion scarves including printed squares, printed monograms, basic squares, printed shawls, basic shawls, and instant hijabs in various materials and sizes for Muslim women and fashion-conscious consumers.
- Bags
Quantifiable outcome
- 10% first purchase discount offered to new customers with code BSFIRSTLOVE
Companies that use Buttonscarves
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Buttonscarves technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability2 records
Feature2 records
Buttonscarves partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered parent company, flagship, core and minor.
- Modinity Groupparent companyButtonscarves is part of Modinity Group, a fashion and lifestyle group that owns and operates the Buttonscarves brand.
- Nagita SlavinaflagshipCelebrity collaboration with Indonesian celebrity Nagita Slavina featuring a collection of scarves, bags, shoes, apparel, accessories and prayer robes. The collection combines Buttonscarves' iconic monogram with Nagita's signature touch.
- The Devil Wears Prada 2coreSpecial collaboration with The Devil Wears Prada 2 film featuring scarves, bags, and ready-to-wear collection.
- SOGO Department StorescoreRetail partnerships with SOGO department stores at multiple locations including Big Mall Samarinda, Delipark Medan, Pakuwon Mall Surabaya, Paris Van Java, Tunjungan Plaza, and Pondok Indah Mall.
- Metro Department StorescoreRetail partnerships with Metro department stores at Pondok Indah Mall, TSM Makassar, Plaza Senayan, Gandaria City, Solo Park, and TSM Bandung.
- Galeries LafayetteminorPremium department store partnership at Pacific Place, Jakarta.
- Seibu Grand IndonesiaminorDepartment store partnership at Grand Indonesia, Jakarta.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Buttonscarves competitors and assessment
Company assessmentDirect peers
- Dian Pelangi: Indonesian modest fashion designer brand specializing in runway-inspired hijab, ready-to-wear, and lifestyle pieces targeting fashion-forward Muslim women in SE Asia. Closely comparable category and customer segment to Buttonscarves.
- Elzatta: Indonesian hijab brand with extensive retail presence and a multi-category Muslim women's portfolio. Comparable modest-fashion positioning and Indonesian mall-based distribution to Buttonscarves.
- Shafira: Indonesian premium Muslim women's fashion retailer offering hijabs, apparel, and accessories across mall-based storefronts. Directly comparable omni-channel modest fashion retailer with similar SE Asian footprint.
- Vivi Zubedi: Indonesian luxury modest fashion designer offering couture-level scarves and ready-to-wear. Comparable premium positioning within Indonesia's Muslim-women luxury niche.
Broad incumbents
- Khaadi: Pakistani fashion and lifestyle brand with apparel, accessories, and home. Comparable multi-category Muslim-women's lifestyle retailer and recognized regional incumbent.
- Maria B. Pakistani luxury fashion maison spanning pret, couture, jewelry, and home. Comparable multi-category luxury fashion house serving Muslim women, but larger and with deeper couture heritage.
- Cottonink: Indonesian fashion label spanning ready-to-wear, modest wear, and accessories with retail stores. Comparable Indonesian design-led fashion retailer overlapping on apparel and customer base.
Emerging players
- Haute Hijab: US-based premium hijab and modest activewear brand with strong e-commerce focus. Comparable premium hijab-led brand extending into adjacent lifestyle categories, though earlier-stage international.
- BLP Beauty: Indonesian beauty brand with lipstick and complexion products popular among Muslim women. Comparable Indonesia-based beauty brand overlapping on target consumer; potential cross-category competitor as Buttonscarves Beauty scales.
Regional players
- This Is April: Singapore-based modest fashion brand offering scarves and apparel. Comparable modest-fashion brand in the broader SE Asia region, though with smaller scale and Singapore-centric distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Buttonscarves social profiles
Digital presenceButtonscarves financial estimates
Financial estimateRevenue estimate
Valuation estimate
Buttonscarves leadership team
Management profileNumber of profiles
Profiles1 record
Buttonscarves funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Buttonscarves 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 Buttonscarves
What does Buttonscarves do?
Buttonscarves designs, brands, and retails a comprehensive portfolio of fashion and lifestyle products including scarves, hijabs, bags, apparel, footwear, accessories, prayer sets, small leather goods, and home & living items, along with a dedicated beauty and fragrance sub-brand (Buttonscarves Beauty). The company sells directly to consumers through its owned e-commerce website supporting eight currencies and 55+ physical retail stores across Indonesia and Malaysia, plus department store partnerships with SOGO, Metro, Galeries Lafayette, and Seibu.
Is Buttonscarves a public or private company?
Buttonscarves is a private company. It is classified as corporate owned and is currently operating.
When was Buttonscarves founded?
Buttonscarves was founded in 2015. It employs 51 to 100 people.
Where is Buttonscarves based?
Buttonscarves is headquartered in Jakarta, Indonesia, in the Asia region.
How does Buttonscarves make money?
Four revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are physical Retail Stores, department Store Partnerships and beauty & Fragrance Line.
Who are Buttonscarves's main competitors?
Direct peers on record are Dian Pelangi, Elzatta, Shafira and Vivi Zubedi. Broad incumbents are Khaadi, Maria B. and Cottonink. Emerging players are Haute Hijab and BLP Beauty. This Is April is listed as a regional player.
Does Buttonscarves have an API?
No public API is recorded for Buttonscarves.
What industry is Buttonscarves in?
Buttonscarves's product category is Modest Fashion & Lifestyle Retail. Its primary akta.pro industry code is CRAKAFAB, Luxury Leather Goods & Handbags, with a secondary code of CRAKAEAA, Leather Handbags & Totes. Its NAICS code is 458 and its SIC code is 5600.