What Boomerang Systems does

Boomerang Systems operates a direct-to-consumer e-commerce platform targeting Indonesian consumers with branded athletic footwear, apparel, and accessories, alongside a separate mobile gaming platform operated under the DBA 'MINION178'. The e-commerce storefront at boomerangsystems.com retails products from major international athletic brands including Nike, Adidas, New Balance, Converse, Crocs, Puma, Under Armour, Hoka, Salomon, On Running, and Asics, with categories spanning men's, women's, and kids' footwear, clothing (t-shirts, shorts, pants, hoodies, jackets), and accessories (hats, bags, socks, shoe care, sports equipment, Crocs Jibbitz). The platform uses Cloudinary CDN for image hosting, offers free shipping across Indonesia, and supports a 0% installment payment option over four months. Operating under the DBA 'MINION178', the company also runs a separate mobile platform (mobil.boomerangsystems.com) offering slot-style and casino-style games including Mahjong Wins 3, Fortune Ace Super Scatter, Sugar Supreme, Sweet Bonanza Super Scatter, and Gates of Olympus, generating revenue through transaction fees on the gaming side.

The business model combines unit-pricing retail with a transaction-fee gaming revenue stream, both directed at the Indonesian consumer market. Customer acquisition channels include the e-commerce website with SEO-optimized product pages, a mobile-optimized storefront, and email newsletter subscriptions; customers described are Indonesian athletic/lifestyle consumers (SMB/individual) and Indonesian gaming users. James Gelly is identified as the company's Chief Executive Officer. The website displays Indonesian-language content and pricing in Indonesian Rupiah, indicating a domestic Indonesian orientation. Note: firmographic metadata in the input describes the entity as a US-based RoboticValet automated parking manufacturer in Florham Park founded in 2006 with 11-50 employees, which conflicts with the scraped website data; the analysis above is grounded in the website-described Indonesian e-commerce and gaming operation, and the firmographic block is treated as inconsistent entity attribution rather than reconciled information.

Name

Boomerang Systems

Legal name

Boomerang Systems

Website

https://boomerangsystems.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Boomerang Systems operates an Indonesian-focused direct-to-consumer e-commerce platform selling branded athletic footwear, apparel, and accessories, alongside the MINION178 mobile gaming platform offering slot-style entertainment to Southeast Asian consumers.

Ownership category

akta.pro rank

Product category

Online Athletic Footwear and Apparel Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

Keywords

• Athletic footwear retail
• Online gaming platform
• Ecommerce apparel sales
• Branded sports accessories
• Mobile slot gaming

Headquarters

HQ city

Florham Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: E-commerce sales of athletic footwear, apparel, and accessories from Nike, Adidas, New Balance, and other major brands to Indonesian consumers.
2. Gaming Platform (MINION178): Online gaming platform featuring slot games and casino-style entertainment targeting Indonesian market.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Boomerang Systems operates a direct-to-consumer Indonesian e-commerce storefront reselling branded athletic footwear, apparel, and accessories from international brands (Nike, Adidas, New Balance, Converse, Crocs, Puma, Hoka, Salomon, and others), offering free nationwide shipping and 0% installment payments. Alongside the storefront, the company runs MINION178, a mobile gaming sub-brand offering slot-style and casino-style online games to the same Indonesian audience.

Product overview

Boomerang Systems operates two distinct product offerings: (1) An e-commerce retail platform selling footwear, apparel, and accessories from multiple international brands including Nike, Adidas, New Balance, Crocs, Converse, Puma, Vans, and others, and (2) The MINION178 mobile gaming platform offering slot games and online entertainment services. The retail platform features products across men's, women's, and kids' categories with sizes ranging from XS to XXL.

Differentiator

Problem solved

Functional benefit

Products and services

• Boomerang Systems E-commerce Storefront A direct-to-consumer Indonesian e-commerce storefront reselling branded athletic footwear, apparel, and accessories from international brands including Nike, Adidas, New Balance, Converse, Crocs, Puma, Hoka, Salomon, On Running, Asics, Wilson, Spalding, Stanley, Lacoste, New Era, Ellesse, Anta, and Under Armour. The catalog covers men's, women's, and kids' categories with sizes from XS to XXL, includes product detail pages with size charts, and supports free nationwide shipping (Gratis Ongkir) and 0% four-month installment payments.
• MINION178 Mobile Gaming Platform A mobile-optimized online gaming platform operated under the MINION178 sub-brand, offering slot and casino-style games such as Mahjong Wins 3, Fortune Ace Super Scatter, Sugar Supreme, Sweet Bonanza Super Scatter, and Gates of Olympus to Indonesian users, with self-serve Masuk (login) and Daftar (registration) account flows.

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• NikecoreChannel Partner/ Reseller/ DistributorNike products including Air Force 1, Air Max, Cortez, and other collections are sold through the Boomerang Systems e-commerce platform. The platform features Nike brand pages and sells Nike footwear and apparel.
• AdidascoreChannel Partner/ Reseller/ DistributorAdidas products including Samba, Handball Spezial, and other collections are sold through the platform. Featured brand page and product categories dedicated to Adidas.
• New BalancecoreChannel Partner/ Reseller/ DistributorNew Balance footwear including 530, 740, 2002R, 1906R, and 9060 models are sold through the platform. Brand-specific collection pages available.
• Other Athletic Brands (Converse, Crocs, Puma, Under Armour, Hoka, Salomon, On Running, Asics, Wilson, Spalding, Stanley, Lacoste, New Era, Ellesse, Anta)minorChannel Partner/ Reseller/ DistributorMultiple additional athletic and lifestyle brands including Converse, Crocs, Puma, Under Armour, Hoka, Salomon, On Running, Asics, Wilson, Spalding, Stanley, Lacoste, New Era, Ellesse, and Anta are distributed through the platform with dedicated brand pages.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Regional players

• Bukalapak: Indonesian marketplace with a mix of SMB and consumer fashion/lifestyle listings; comparable as a domestic e-commerce alternative competing for branded apparel and footwear shoppers.
• JD.id: Indonesia-focused general e-commerce platform with first-party branded assortment and fulfillment; comparable as a domestic e-commerce competitor targeting similar urban Indonesian consumers with branded goods.
• Blibli: Indonesian general-merchandise e-commerce platform with branded fashion and lifestyle assortment; comparable as a domestic omnichannel competitor for mid-to-upper-tier Indonesian consumers.

Broad incumbents

• MAP (Mitra Adiperkasa): Indonesia's largest specialty retail group operating Nike, Adidas, Foot Locker, and other athletic/lifestyle banners; a broad incumbent comparable on assortment, brand partnerships, and omnichannel retail in the same geography.
• Tokopedia: Leading Indonesian horizontal marketplace carrying authenticated Nike/Adidas/New Balance listings and installment options; comparable as the broad e-commerce incumbent competing for the same branded-athletic purchase occasions.
• Shopee Indonesia: Dominant horizontal marketplace serving Indonesian consumers with mobile-first shopping, installments, and free-shipping promos; comparable on mobile commerce UX, payment-instalment features, and the same tier-1 athletic brand catalog.
• Adidas (direct, Indonesia): Adidas's official Indonesian direct channel; comparable as another documented 'core' brand partner whose own DTC push would directly cannibalize the subject's resale traffic.
• Nike (direct, Indonesia): Nike's official Indonesian direct channel and brand.com storefront; comparable because Nike is one of the subject's documented 'core' brand partners and any direct-to-consumer shift by Nike would compress the subject's catalog advantage.

Direct peers

• Zalora Indonesia: Major vertical e-commerce storefront for fashion and lifestyle brands across Indonesia; comparable as a direct-to-consumer e-commerce destination for branded apparel and footwear to the same Indonesian shopper.
• Foot Locker Indonesia: The official Nike/Adidas/athletic-footwear specialty retailer for the Indonesian market; directly comparable because the subject's storefront references footlocker.id assets and sells an overlapping tier-1 athletic brand catalog.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/AGVsParkingCars
• Facebookfacebook.com/boomerangsystems
• LinkedInlinkedin.com/company/2192272

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Boomerang Systems