The F Thing
The F Thing is an Indonesia-based fashion and lifestyle e-commerce marketplace, a subsidiary of MNC Group, that curates independent and global brands across apparel, accessories, beauty, and streetwear for Indonesian consumers, delivered via web, mobile app, editorial content, and physical flagship stores in Jakarta, Surabaya, and Bandung.
- Company typePrivate
- Founded2017
- HeadquartersJakarta Pusat, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What The F Thing does
The F Thing (legally PT. Nusantara Sarana Outlet) is an Indonesia-based fashion and lifestyle e-commerce marketplace founded in 2017 as a subsidiary of the diversified conglomerate MNC Group. It operates as a curated marketplace where independent fashion/lifestyle brands and global brands list alongside the platform's own private label, F Labels. Its product surface includes women's and men's apparel, footwear, bags, accessories, beauty/grooming, batik, and moslemwear. The platform is delivered via an e-commerce website, a mobile app with new-user free-shipping promotions, a digital media component providing editorial fashion news, and a network of physical flagship stores across Jakarta, Surabaya, and Bandung hosting partner brands such as The SAEM, Casio, It's Skin, Hooman, Whizliz, TFT, TOERA, Lovo, and Legiteamate.
Underlying technology consists of a standard e-commerce platform with mobile app integration, a content management layer for editorials and fashion news, and commerce features including a voucher/promo system, store credit wallets, Google social login, and multi-courier fulfillment integrations (Go-Send, JNE, RPX, SiCepat, FEDEX). No proprietary models, AI/ML features, patents, or proprietary technology stack elements are disclosed. No API or developer platform is documented.
Revenue mechanics rely on marketplace commissions/take rates on third-party seller transactions, supplemented by first-party sales (likely through F Labels and select in-store brand operations). Pricing is set per product by sellers and displayed in Indonesian Rupiah. Customer acquisition combines editorial content marketing, promotional campaigns (monthly highlights, bank promos, seasonal promos), email, organic social, and free-shipping app promotions. The company serves two primary consumer segments (female and male Indonesian fashion shoppers) and a B2B supply side of independent and global brands seeking marketplace presence; it operates exclusively in Indonesia with stated but unrealized aspirations for Southeast Asian expansion.
The F Thing firmographics
Firmographics- Name
- The F Thing
- Legal name
- PT. NUSANTARA SARANA OUTLET (THE F THING)
- Website
- https://thefthing.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The F Thing is an Indonesia-based fashion and lifestyle e-commerce marketplace, a subsidiary of MNC Group, that curates independent and global brands across apparel, accessories, beauty, and streetwear for Indonesian consumers, delivered via web, mobile app, editorial content, and physical flagship stores in Jakarta, Surabaya, and Bandung.
- Ownership category
- akta.pro rank
The F Thing industry classification
Industry- Product category
- Fashion and Lifestyle Marketplace
- NAICS
- General Merchandise Retailers (455), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
Keywords
Where The F Thing is headquartered
LocationHeadquarters
- HQ city
- Jakarta Pusat
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
The F Thing business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Marketplace Commission: The F Thing operates as a fashion/lifestyle e-commerce marketplace curating independent and global brands, earning commissions on transactions conducted through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Product pricing varies by brand |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
The F Thing product offering
Product offeringCore offering
The F Thing operates as Indonesia's first fashion and lifestyle e-commerce marketplace that curates independent and global brands alongside its own private-label brand F Labels. The platform combines an online storefront and mobile app with editorial digital media content, physical flagship stores across Jakarta, Surabaya, and Bandung, and nationwide delivery through courier partners.
Product overview
The F Thing is a hybrid fashion/lifestyle platform by MNC Group, combining an e-commerce marketplace (The F Thing Marketplace) with digital media content. The platform offers curated fashion products for men and women, featuring both third-party brands and its own private-label sub-brand F Labels. Additional offerings include physical flagship stores across Indonesia. The platform provides a mobile app with social login (Google Sign-In), store credit system, and promotional/voucher functionality.
Differentiator
Problem solved
Functional benefit
Products and services
- The F Thing Marketplace Online fashion and lifestyle marketplace curating independent and global brands, offering women's and men's apparel, shoes, bags, accessories, beauty, grooming, streetwear, batik, and moslemwear for Indonesian consumers.
- F Labels The F Thing's private-label fashion brand offering exclusive fashion products distinct from the third-party brands curated on the marketplace.
Companies that use The F Thing
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
The F Thing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
The F Thing partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- MNC GroupcoreParent company of The F Thing. MNC Group established The F Thing as Indonesia's first fashion/lifestyle e-commerce and digital media platform. The platform is part of MNC Group's digital transformation strategy.
- Letter F (letterf.id)minorAffiliate brand/partnership visible on The F Thing platform header. Represents connected lifestyle brand ecosystem.
- Future Public (futurepublic.id)minorAffiliate brand/partnership visible on The F Thing platform header. Represents connected lifestyle brand ecosystem.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The F Thing competitors and assessment
Company assessmentDirect peers
- Zalora: Zalora is a leading SEA-focused fashion and lifestyle e-commerce marketplace operating across multiple countries including Indonesia. It directly competes with The F Thing in curated fashion marketplace positioning and seller recruitment.
- Berrybenka: Berrybenka is an Indonesian fashion e-commerce platform specializing in multi-brand apparel and accessories for women and men. It is the closest Indonesian-specific competitor to The F Thing's curated marketplace model.
- Sociolla: Sociolla is an Indonesia-focused beauty and personal care e-commerce platform with physical retail stores. It overlaps with The F Thing's beauty category (The SAEM, It's Skin) and omnichannel marketplace-plus-retail approach.
- HijUp: HijUp is an Indonesian modest fashion e-commerce marketplace, comparable to The F Thing's curated marketplace model and its specific moslemwear category offering for Indonesian consumers.
- Pomelo Fashion: Pomelo Fashion is a Thai-based omnichannel fashion brand and marketplace serving SEA, with both online and physical retail. It is comparable to The F Thing's hybrid fashion marketplace + retail approach and its appeal to consumers across the region.
Broad incumbents
- Shopee Indonesia: Shopee is the leading SEA e-commerce marketplace with massive scale in Indonesia across fashion and beauty. It is a broader incumbent competing with The F Thing for the same fashion/lifestyle buyer pool, but as part of a much wider category portfolio.
- Tokopedia: Tokopedia (now under GoTo) is Indonesia's largest general marketplace, hosting thousands of fashion and beauty sellers. It competes with The F Thing for fashion buyers and seller partnerships, though it is not a fashion-specialist.
- Lazada Indonesia: Lazada operates a major marketplace in Indonesia with strong fashion and beauty verticals. It overlaps with The F Thing's buyer base but competes as a broad horizontal marketplace rather than a curated fashion platform.
- Bukalapak: Bukalapak is an Indonesian general marketplace with fashion and lifestyle categories. It competes with The F Thing for seller relationships and consumer spend but is not fashion-specialized.
Emerging players
- Cottonink: Cottonink is an Indonesian fashion brand with its own e-commerce storefront and offline stores. It represents a brand-side comparable to The F Thing's private-label F Labels and flagship-store model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The F Thing social profiles
Digital presenceThe F Thing financial estimates
Financial estimateRevenue estimate
Valuation estimate
The F Thing leadership team
Management profileNumber of profiles
The F Thing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The F Thing 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 The F Thing
What does The F Thing do?
The F Thing operates as Indonesia's first fashion and lifestyle e-commerce marketplace that curates independent and global brands alongside its own private-label brand F Labels. The platform combines an online storefront and mobile app with editorial digital media content, physical flagship stores across Jakarta, Surabaya, and Bandung, and nationwide delivery through courier partners.
Is The F Thing a public or private company?
The F Thing is a private company. It is classified as corporate owned and is currently operating.
When was The F Thing founded?
The F Thing was founded in 2017. It employs 101 to 250 people.
Where is The F Thing based?
The F Thing is headquartered in Jakarta Pusat, Indonesia, in the Asia region.
How does The F Thing make money?
One revenue line is on record: marketplace Commission.
Who are The F Thing's main competitors?
Direct peers on record are Zalora, Berrybenka, Sociolla, HijUp and Pomelo Fashion. Broad incumbents are Shopee Indonesia, Tokopedia, Lazada Indonesia and Bukalapak. Cottonink is listed as an emerging player.
Does The F Thing have an API?
No public API is recorded for The F Thing.
What industry is The F Thing in?
The F Thing's product category is Fashion and Lifestyle Marketplace. Its primary akta.pro industry code is CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 455 and its SIC code is 5600.