Buttonscarves

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).

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

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 industry

PRIMARYCRAKAFAB

Luxury Leather Goods & Handbags

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Goods & Maison Brands (Multi-category)

SECONDARYCRAKAEAA

Leather Handbags & Totes

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

SECONDARYCRAKAFAC

Luxury Small Leather Goods & Wallets

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Goods & Maison Brands (Multi-category)

SECONDARYCRAKAEAL

Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

Keywords

• Modest fashion brand
• Scarves hijab retail
• Lifestyle accessories ecommerce
• Beauty fragrance products
• Luxury fashion house

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. 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
2. Physical Retail Stores: Revenue from company-owned retail stores across Indonesia and Malaysia, including flagship stores in major shopping malls
3. Department Store Partnerships: Sales through department store partners including SOGO, Metro, Galeries Lafayette, and Seibu stores located in premium malls across Indonesia
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered parent company, flagship, core and minor.

• Modinity Groupparent companyOthersButtonscarves is part of Modinity Group, a fashion and lifestyle group that owns and operates the Buttonscarves brand.
• Nagita SlavinaflagshipStrategic or Co-development PartnerCelebrity 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 2coreStrategic or Co-development PartnerSpecial collaboration with The Devil Wears Prada 2 film featuring scarves, bags, and ready-to-wear collection.
• SOGO Department StorescoreChannel Partner/ Reseller/ DistributorRetail 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 StorescoreChannel Partner/ Reseller/ DistributorRetail partnerships with Metro department stores at Pondok Indah Mall, TSM Makassar, Plaza Senayan, Gandaria City, Solo Park, and TSM Bandung.
• Galeries LafayetteminorChannel Partner/ Reseller/ DistributorPremium department store partnership at Pacific Place, Jakarta.
• Seibu Grand IndonesiaminorChannel Partner/ Reseller/ DistributorDepartment store partnership at Grand Indonesia, Jakarta.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• YouTubeyoutube.com/channel/UCy95k5CvLlizRHgeKXBhlzQ
• Instagraminstagram.com/buttonscarves
• TikToktiktok.com/@buttonscarves

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 Buttonscarves