Erajaya Swasembada

What Erajaya Swasembada does

Erajaya Swasembada (IDX: ERAA) is an Indonesia-headquartered integrated mobile telecommunication and lifestyle product retailer and distributor founded in 1996 and currently operating more than 2,000 retail outlets nationwide. Its business is organized across three verticals: Erajaya Digital (telecom and gadget distribution and retail through flagship chains Erafone, iBox—Indonesia's largest Apple Premium Partner with 185+ stores—and Urban Republic plus e-commerce platform Eraspace), Erajaya Active Lifestyle (sportswear, premium audio, drones, and electric vehicle distribution including ANTA, ASICS, SHOKZ, Marshall, DJI, MST Golf, and XPENG), and Erajaya Food & Nourishment (premium F&B brands CHAGEE, Paris Baguette, Bacha Coffee, and Wetzel's Pretzels). Ancillary monetization layers include TecProtec device protection and a Salesforce-powered loyalty program.

The company makes money primarily through hardware resale margins across mobile phones, gadgets, audio products, sports equipment, and electric vehicles, supplemented by managed services such as TecProtec insurance, AppleCare Services via iBox, handset leasing through multifinance partners, and F&B unit economics through owned-and-operated brand stores. Go-to-market combines direct-to-consumer physical retail, e-commerce (Eraspace plus Shopee and Tokopedia storefronts), third-party distribution to independent Indonesian retailers, and brand-collab-driven flagship openings (e.g., first Apple Premium Partner stand-alone in Southeast Asia in Bali, largest ANTA superstore in Indonesia at Puri Indah Mall).

Underlying technology consists of Salesforce Data 360 for unified customer purchase behavior and Salesforce Agentforce Marketing for AI-assisted, hyper-personalized omnichannel campaign orchestration across the retail network. Erajaya also partners with Vietnam's Dien May Xanh (DMX) in the EraBlue joint venture, which turned profitable in 2025 (≈US$2M earnings) on 181 Indonesian electronics retail stores and is targeting 1,000 stores and roughly US$800M revenue by 2030, with an Indonesian IPO targeted for 2027–2030. The company is publicly listed on the Indonesia Stock Exchange, reported Rp 1 trillion in 2024 net profit, and distributed Rp 299.89 billion in dividends for FY2024 alongside Rp 41.5 billion from subsidiary ERAL for FY2025.

Name

Erajaya Swasembada

Legal name

PT Erajaya Swasembada Tbk

Website

https://erajaya.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Erajaya Swasembada (IDX: ERAA) is Indonesia's largest integrated lifestyle smart retailer, operating 2,000+ outlets across mobile telecom distribution (Erafone, iBox, Urban Republic), active lifestyle products (DJI, SHOKZ, ANTA, XPENG EVs), and premium F&B (CHAGEE, Paris Baguette, Bacha Coffee).

Ownership category

akta.pro rank

Product category

Consumer Electronics Distribution and Retail

NAICS

Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921), Electronics and Appliance Retailers (449210)

SIC

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

akta.pro primary industry

Personal Care Electronics (Grooming, Health Tech) Distribution (CRAOACAJ)

Keywords

• Mobile device distribution
• Consumer electronics retail
• Smartphone retail
• Active lifestyle retail
• Premium food and beverage

Headquarters

HQ city

Tambora

HQ country

Indonesia

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Device Distribution & Retail: Distribution and retail of mobile telecommunication devices including mobile phones, tablets, SIM cards, operator vouchers, accessories, and IoT devices
2. Value Added Services: Mobile phone protection services through TecProtec and handset leasing services in collaboration with multifinance companies
3. Food & Beverage Operations: Operating F&B brands including CHAGEE tea, Paris Baguette bakery, Bacha Coffee, Wetzel's Pretzels, and Curry Up restaurant chains
4. Active Lifestyle Products: Retail of sportswear and equipment through ANTA, ASICS, Garmin, DJI, Shokz, and other lifestyle brands
5. Electric Vehicle Distribution: Distribution of XPENG electric vehicles in Indonesia through Erajaya Active Lifestyle
6. EraBlue Joint Venture: Vietnam-Indonesia electronics retail joint venture with DMX, targeting US$800 million revenue by 2030

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Erajaya Swasembada is Indonesia's largest integrated lifestyle smart retailer and distributor, founded in 1996. The company imports, distributes, and retails mobile telecommunication devices (smartphones, tablets, SIM cards, IoT devices, accessories) through Erafone, iBox (Apple Premium Partner), and Urban Republic stores spanning 2,000+ outlets nationwide. It has diversified into active lifestyle products (SHOKZ, DJI, ASICS, ANTA, MST Golf, XPENG EVs) and premium F&B brands (CHAGEE, Paris Baguette, Bacha Coffee, Wetzel's Pretzels).

Product overview

PT Erajaya Swasembada Tbk is Indonesia's largest integrated lifestyle smart retailer, established in 1996. The company operates across three main business verticals: Erajaya Digital (telecom and gadget distribution/retail), Erajaya Active Lifestyle (sports, audio, and EV retail), and Erajaya Food & Nourishment (F&B). Erajaya Digital manages exclusive smartphone distribution (including Xiaomi), operating retail chains Erafone, iBox (Apple Premium Partner with 185+ stores), and Urban Republic, alongside online platform Eraspace and value-added services like TecProtec phone protection. Erajaya Active Lifestyle operates sports and audio retail including MST Golf, ASICS stores, ANTA, SHOKZ, and distributes XPENG electric vehicles. Erajaya Food & Nourishment operates premium F&B brands including CHAGEE tea, Paris Baguette bakery café, Wetzel's Pretzels, and Bacha Coffee. The company has also launched EraBlue joint venture with Vietnam's DMX for electronics retail expansion, and offers employee learning platform EMiL. Erajaya serves customers through over 2,000 retail outlets nationwide and is supported by Salesforce for customer data management.

Differentiator

Problem solved

Functional benefit

Brands

• iBox: Apple Premium Partner retail chain offering iPhone, MacBook, iPad, Apple Watch, and Apple accessories
• erafone
• Urban Republic
• ERASpace
• CHAGEE
• Bacha Coffee
• Paris Baguette
• Wetzel's Pretzels
• MST Golf
• SHOKZ
• EMiL (Erajaya Micro Learning)
• TecProtec
• CMF by Nothing

Products and services

• Erafone
• iBox
• Urban Republic
• Eraspace
• TecProtec
• CHAGEE
• Paris Baguette
• Bacha Coffee
• Wetzel's Pretzels
• MST Golf
• XPENG Electric Vehicles
• CMF Buds 2 Series
• EMiL (Erajaya Micro Learning)
• EraBlue

Quantifiable outcome

• 2,000+ retail outlets nationwide
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature3 records

Partnerships

17 partnerships are on record, tiered strategic, core and minor.

• InJourney (Indonesia Tourism Development Corporation)strategicStrategic or Co-development Partner · 9 October 2025MoU signed for strategic collaboration to expand premium F&B brands in tourism destinations and strategic airports across Indonesia. Aims to strengthen culinary and lifestyle ecosystem in Indonesian tourism destinations.
• XPENG MotorscoreChannel Partner/ Reseller/ Distributor · 19 June 2025Exclusive distribution partnership for XPENG electric vehicles in Indonesia. Launched XPENG X9 MPV and G6 SUV in June 2025 through Erajaya Active Lifestyle. Displayed at IIMS 2026 with AI and future mobility technology showcase.
• ANTA SportscoreChannel Partner/ Reseller/ Distributor · 1 January 2025Sportswear and equipment distribution partnership. Opened ANTA Superstore first and largest in Indonesia at Puri Indah Mall (512 sqm). Expanding retail network in Bandung and other cities.
• SHOKZcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Open-ear audio technology brand distribution. Second monobrand store opened at Grand Indonesia East Mall in September 2025. First store opened at FX Sudirman in November 2024. Expanding audio premium segment in Sumatra with Medan store.
• DMX (Dien May Xanh) - EraBlue Joint VenturecoreStrategic or Co-development Partner · 1 January 2022Joint venture EraBlue formed between Vietnam's dominant electronics retailer DMX and Indonesia's Erajaya Swasembada for electronics retail expansion in Indonesia. EraBlue operates 181 stores (2025) targeting 1,000 outlets and US$800 million revenue by 2030. First profitable in 2025 with earnings of US$2 million. DMX plans IPO on Indonesian stock exchange between 2027-2030.
• SalesforcecoreTechnology or Integration · 1 January 2020Salesforce implementation for customer data unification using Data 360 platform and Agentforce Marketing. Enables hyper-personalized marketing across 2,000+ retail outlets. Implementation supported by PT Blend Media Kreasi as implementing partner.
• PT Blend Media KreasiminorImplementation/ SI/ Consulting Partner · 1 January 2020Implementing partner for Salesforce solutions deployment including Data 360 and Agentforce Marketing platform
• DJIcoreChannel Partner/ Reseller/ DistributorDrone and camera technology distribution. DJI Experience Store opened in Semarang (Central Java first) and DJI RS 5 launched in February 2026. DJI Mavic 4 Pro flagship drone launched in May 2025.
• GarmincoreChannel Partner/ Reseller/ DistributorFitness wearables and outdoor technology distribution through Erajaya Active Lifestyle. Garmin Exhibition events conducted to showcase products.
• ASICSminorChannel Partner/ Reseller/ DistributorJapanese sportswear brand distribution. First ASICS store in Samarinda opened December 2025, expanding reach in East Kalimantan.
• Bacha CoffeecoreGTM or Marketing PartnerExclusive operator of Bacha Coffee in Indonesia - Moroccan heritage coffee brand founded 1910. Full-concept Coffee Room opened at Plaza Indonesia September 2025. More than 200 varieties of 100% Arabica coffee served.
• CHAGEEcoreChannel Partner/ Reseller/ DistributorModern tea brand operations in Indonesia with 100+ stores. CHAGEE halal certification obtained September 2025. Collaborations with Hello Kitty (December 2025) and POP MART Hacipupu (September 2025). Flagship store at Plaza Indonesia.
• Paris BaguettecoreChannel Partner/ Reseller/ DistributorKorean premium bakery café chain operations in Indonesia. Halal certification obtained May 2025 for all outlets. Indonesian-inspired 'Rindu Rumah' menu collection launched September 2025.
• Apple (as Premium Partner)coreChannel Partner/ Reseller/ DistributoriBox operates as Apple Premium Partner with 185 stores across Indonesia including stand-alone locations. First APP stand-alone in Southeast Asia opened in Bali. Tax Free (VAT Refund) service available for tourists.
• SamsungcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Samsung mobile devices and consumer electronics through Erajaya's retail network.
• XiaomicoreChannel Partner/ Reseller/ DistributorStrategic distribution partnership. Erajaya Digital received three strategic awards at 2025 Xiaomi Global Partner Conference including Outstanding Partner Award.
• NothingminorChannel Partner/ Reseller/ DistributorDistribution of CMF by Nothing audio products. CMF Buds 2 series launched August 2025 through online channels and Erafone retail network.

Scale indicators11 records

Recent moves13 records

Expansion highlights7 records

Broad incumbents

• Suning.com: Major Chinese consumer electronics and appliance retailer with physical and online channels. Comparable in product mix (mobile devices, consumer electronics) and multi-channel retail model, though operating at much larger scale in China.
• Best Buy: Largest US specialty consumer electronics retailer. Comparable in core category (electronics retail with Apple, Samsung, etc.) but at much larger scale and different geography; useful as a developed-market comp for category economics and omnichannel strategy.
• Matahari Department Store: Largest Indonesian department store chain listed on IDX. Comparable as a publicly traded Indonesian retail incumbent with similar nationwide physical store footprint, though focused on apparel rather than electronics; useful comp for Indonesian retail multiples.
• Reliance Retail: India's largest retail operator with extensive electronics, F&B, and lifestyle verticals. Comparable emerging-market multi-vertical lifestyle retailer with similar diversification across mobile, fashion, and grocery at much larger scale.

Direct peers

• Hartono Istana Teknologi: Indonesian electronics and technology retail conglomerate. Directly competes with Erajaya in consumer electronics distribution and retail, including premium appliance and device segments across Indonesia.
• Trikomsel (Trikomsel Oke): Indonesian mobile phone and electronics distributor and retailer. Directly comparable business model as a multi-brand mobile device distributor with both retail and distribution channels in Indonesia.
• Mitra Adiperkasa: Indonesia's largest lifestyle retailer with multi-vertical sportswear, F&B, and lifestyle brands. Directly comparable to Erajaya's Active Lifestyle and Food & Nourishment verticals with similar diversification strategy across premium international brands and a similar IDX-listed public profile.
• Electronic City (PT Electronic City Indonesia): Indonesian consumer electronics retailer directly competing with Erajaya's iBox and erafone stores. Comparable product mix of mobile devices, computers, and home electronics through similar physical retail formats across major Indonesian cities.
• MAP Active: Subsidiary of Mitra Adiperkasa specializing in sportswear and active lifestyle retail (Nike, Adidas, etc.). Directly comparable to Erajaya Active Lifestyle's sports brand distribution (ANTA, ASICS, Garmin, Shokz) and multi-brand sporting goods store model.
• Chatime (La Kaffa International): Taiwanese tea retail chain with significant Indonesian footprint. Directly comparable to Erajaya's CHAGEE tea operations as a premium tea brand operating through franchise/own-store model across Southeast Asia with similar beverage pricing tiers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries13 records

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 Erajaya Swasembada