Informa Innovative Furnishings

What Informa Innovative Furnishings does

Informa Innovative Furnishings, legally registered as PT Home Center Indonesia and operating under the Kawan Lama Group conglomerate, is one of Indonesia's largest furniture and home furnishings retailers. The company operates an omni-channel model consisting of hundreds of physical retail stores across major Indonesian cities (Jakarta, Surabaya, Bandung, Semarang, Bali, Medan, Makassar, Yogyakarta and others), an e-commerce storefront on ruparupa.com, and dedicated iOS and Android mobile applications. Its product portfolio is organized into multiple sub-brands spanning furniture (INFORMA, INFORMA Custom Furniture, The Gallery, Rolka, Ashley), bedding (INFORMA Sleep), electronics (INFORMA Electronics), eyewear (EYE SOUL), bags (THYS), and home appliances (Kels), addressing both individual residential consumers and B2B commercial customers including restaurants, cafes, hotels, schools, salons, and offices.

The company's revenue model is primarily transactional retail furniture and home accessories sales through physical stores, e-commerce, and a B2B commercial sales channel, supplemented by a recurring-style membership program (INFORMA Rewards). Pricing spans from Rp 149,000 for small accessories to Rp 13,999,000 for major furniture pieces, with promotional cycles offering up to 70% discounts and 0% installment financing through five Indonesian bank partners (BCA, Mandiri, CIMB Niaga, BNI, BRI) for tenors of up to 24 months. The technology stack is conventional retail commerce with no proprietary platform technology disclosed; a basic AI-powered chat assistant (IVI) is deployed for customer service, and the company offers value-added services including free delivery, installation, and in-store interior design consultation. The business operates as a private subsidiary of Kawan Lama Group with no public listing, no disclosed funding rounds, no disclosed revenue figures, and no public cap table data in the source material.

Name

Informa Innovative Furnishings

Legal name

PT Home Center Indonesia

Website

https://informa.co.id

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Informa Innovative Furnishings is an Indonesian omni-channel furniture and home furnishings retailer (PT Home Center Indonesia, part of Kawan Lama Group) operating hundreds of physical stores nationwide, the ruparupa.com e-commerce platform, and a mobile app, serving residential consumers and B2B commercial customers across multiple product sub-brands.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

Keywords

• Home furnishings retail
• Furniture retail
• Custom furniture
• Commercial furniture
• Home electronics

Headquarters

HQ city

Kembangan

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Furniture Sales: Sale of furniture and home furnishings through physical retail stores and e-commerce platform
2. Custom Furniture: Custom furniture manufacturing and sales through INFORMA Custom Furniture service
3. Electronics: Sale of home electronics including TVs, speakers, air conditioners through INFORMA Electronics
4. Membership Program: INFORMA Rewards membership program offering point rewards, special member promotions, and merchant promotions

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Informa Innovative Furnishings (PT Home Center Indonesia) is an Indonesian home furnishings retailer that sells furniture, home accessories, bedding, and home electronics through hundreds of physical retail stores nationwide and the ruparupa.com e-commerce platform. The company operates multiple sub-brands covering distinct product categories, offers custom furniture manufacturing services, and serves both residential consumers and commercial businesses with 0% installment financing through partner banks.

Product overview

Informa Innovative Furnishings is a comprehensive Indonesian furniture and home furnishings retailer operating through physical stores across Indonesia and an online e-commerce platform (ruparupa.com). The company offers a diversified portfolio organized into sub-brands: INFORMA Electronics for TVs, speakers, and home appliances; INFORMA Custom Furniture for bespoke furniture services; INFORMA Sleep for bedding and mattresses; The Gallery (Home Galleria) for premium home decor; and partner brands including EYE SOUL eyewear, Kels air circulation products, THYS bags, and Ashley furniture. Products span living rooms, bedrooms, dining rooms, commercial spaces, children's rooms, bathrooms, and pet furniture categories. The company operates under PT Home Center Indonesia as part of the Kawan Lama Group, offering services including 0% installment payments, free interior design consultation, and free delivery and installation.

Differentiator

Problem solved

Functional benefit

Brands

• INFORMA Electronics: Electronics products including TVs, speakers, AC, and kitchen electronics
• INFORMA Custom Furniture
• INFORMA Sleep
• The Gallery
• Rolka
• EYE SOUL
• THYS
• Kels
• Ashley

Products and services

• INFORMA Electronics Electronics sub-brand offering TVs, speakers, AC units, kitchen electronics, and home appliances for a complete home electronics shopping experience, targeted at residential consumers.
• INFORMA Custom Furniture Custom furniture manufacturing and sales service allowing customers to order bespoke furniture pieces tailored to their specific dimensions and style preferences, for residential and commercial buyers.
• INFORMA Sleep Bedding and sleep products sub-brand featuring mattresses, springbeds, bed sheets, blankets, and complete bedding sets for residential consumers.
• The Gallery (Home Galleria) Premium home decor and furniture collection featuring luxurious designs with premium materials and expert craftsmanship, targeted at upscale residential consumers.
• Rolka Exclusive furniture and home accessories brand sold through INFORMA retail stores and e-commerce platform for residential consumers.
• EYE SOUL Eyewear brand offering stylish glasses and sunglasses with exchange and warranty services, available at INFORMA stores and online.
• THYS Bags and accessories brand offering stylish bags suitable for school, work, and travel needs, sold through INFORMA retail channels.
• Kels Air circulation and home comfort products brand featuring tower fans, stand fans, and massage chairs for residential consumers.
• Ashley International furniture brand offered at INFORMA retail stores and e-commerce, providing premium furniture pieces for residential customers.
• INFORMA B2B Commercial Furniture B2B commercial furniture solutions targeting businesses including restaurants, cafes, hotels, schools, salons, waiting rooms, and offices, providing commercial-grade furniture and bulk purchasing options.
• INFORMA Rewards Membership Program Membership loyalty program offering point rewards, special member-only promotions, cashback, and discount vouchers to drive repeat purchases from residential customers.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• SonyminorChannel Partner/ Reseller/ DistributorTelevision brand partnership for promotional offers including Buy TV Get Free TV Stand at INFORMA Electronics stores.
• TCLminorChannel Partner/ Reseller/ DistributorExclusive TV launching partnership at INFORMA Electronics featuring latest TCL television models.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IKEA Indonesia: IKEA operates large-format furniture and home furnishings stores across Indonesia (Jakarta, Bandung, Surabaya) targeting the same residential consumer. Directly comparable as a furniture retailer with broad home category coverage, omnichannel presence, and competitive overlap in the Indonesian market.
• ACE Hardware Indonesia: PT ACE Hardware Indonesia is a nationwide home improvement and furnishings retailer with hundreds of stores across Indonesian cities. Comparable as a mall-anchored, multi-category home retailer serving overlapping residential and small-business customers in the same geographies as INFORMA.
• Mr. DIY: Mr. DIY is a Southeast Asian value retailer with hundreds of stores in Indonesia offering home, living, and lifestyle products at mass-market price points. Comparable as a high-density, low-AOV home and lifestyle retailer competing for the same Indonesian household spending pool as INFORMA's accessory and home organisation categories.
• Cheers Living: Cheers is an Indonesian furniture and home furnishings retailer operating showrooms and an online channel, serving residential customers across Java. Comparable as a direct furniture retail peer with showrooms, an e-commerce site, and overlapping product breadth in living, dining, and bedroom categories.
• Vivere: Vivere is an Indonesian premium furniture retailer with showrooms and an online platform targeting design-conscious residential and commercial customers. Comparable as a branded furniture retailer operating in the same premium-residential and hospitality verticals as INFORMA's The Gallery and main INFORMA lines.

Others

• Ruparupa: Ruparupa is the shared e-commerce platform of Kawan Lama Group — INFORMA's parent — selling across multiple Kawan Lama brands. Comparable as the digital storefront through which INFORMA's products are sold online; not a competitor but a closely tied ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/informaid
• Xx.com/informaID
• Facebookfacebook.com/InformaID
• LinkedInlinkedin.com/company/informa-furnishing

Revenue estimate

Valuation estimate

Number of profiles

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 Informa Innovative Furnishings