Nina Nugroho

What Nina Nugroho does

Nina Nugroho is a privately held Indonesian modest-fashion brand founded in 2016 and headquartered in Depok, Indonesia, that designs and sells workwear and occasion clothing for professional Muslim women (Muslimah). The company serves a persona-led customer base primarily composed of working professionals who need clothing that satisfies Islamic modesty requirements while projecting corporate competence and personal style, with adjacent segments covering dynamic/active professionals, couture/luxury seekers, and hijab-wearing customers. Pricing in Indonesian Rupiah spans from Rp 419,000 for entry-level items to Rp 13,900,000 for couture pieces, with standard workwear shirts clustered around Rp 599,000-Rp 899,000 and midi sets around Rp 1,018,000-Rp 1,438,000.

The core catalog is organized into three product tiers — Comfort, Confidence, and Couture — and approximately 656 SKUs across shirts, midi shirts, dresses, tunics, pants, culottes, skirts, hijabs, and brooches. Collections include core fashion series (Basic, Siena, Lazura, Calatta, Reborn: Renee), the multi-regional Indonesia Heritage series (Bali, Aceh, Minahasa, Banten, Padang, Yogyakarta, Gresik, Garut, Cirebon), the Ancient Cities series (Samarkand, Morocco, Cairo, Petra, Cordoba, Isfahan), festive and pilgrimage lines (Raya Series 2026, Umroh Series), and collaboration drops (most notably the December 2024 Rempah Series with designer Salwa Tanara). Each design is produced in a private workshop in limited quantities of 24 pieces, framed as a boutique exclusivity model rather than mass production.

The business operates a direct-to-consumer e-commerce model through a Shopify-based storefront (ninanugroho.com) with bank-transfer checkout, same-day domestic shipping for orders placed before 4:30 PM, a 72-hour exchange guarantee, and WhatsApp-based customer support via a Chatix widget staffed by named agents such as "Rini." Marketing is conducted through the brand's editorial blog, newsletter, social content, and periodic fashion-show presence. There are no third-party retail or marketplace channels, no international shipping, no disclosed funding rounds, and no public financial reporting; revenue is not publicly disclosed.

Name

Nina Nugroho

Legal name

Nina Nugroho

Website

https://ninanugroho.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Indonesian modest fashion brand founded in 2016 that designs and sells limited-edition (24 pieces per design) professional clothing for Muslim women through direct-to-consumer e-commerce, with collections spanning core workwear, Indonesian heritage, and couture categories.

Ownership category

akta.pro rank

Product category

Modest Fashion & Muslimah Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro industry

PRIMARYCRAAABAK

Modest & Religious Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

SECONDARYIMAOAEAL

Luxury & Couture / Small-Batch Cut & Sew

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Manufacturing (Cut & Sew)

Keywords

• Modest fashion apparel
• Muslimah professional wear
• Indonesian batik clothing
• Limited edition womenswear
• Hijab workwear

Headquarters

HQ city

Depok

HQ country

Indonesia

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase revenue from selling modest fashion clothing items directly to consumers through their e-commerce website. Products include shirts, tunics, dresses, skirts, culottes, pants, and hijabs at various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Nina Nugroho designs, produces, and retails modest fashion clothing for professional Muslim women (Muslimah), including shirts, midi shirts, dresses, tunics, pants, culottes, skirts, hijabs, and brooch accessories. Each design is produced in limited quantities of 24 pieces in the brand's private workshop and is sold direct-to-consumer through its Shopify-based online storefront ninanugroho.com, with collections drawing on Indonesian cultural heritage (e.g., batik, regional series) and world heritage city themes.

Product overview

Nina Nugroho is an Indonesian fashion brand specializing in modest fashion for professional Muslimah. The brand offers a comprehensive e-commerce platform with multiple product categories (shirts, midi shirts, dresses, tunics, pants, culottes, skirts, hijabs, and accessories) organized into distinct collections. The portfolio includes core fashion series (Basic, Siena, Lazura, Calatta, Reborn: Renee), cultural heritage collections celebrating Indonesian regional diversity (Bali, Rempah, Aceh, Minahasa, Banten, Padang, Yogyakarta, Gresik, Garut, Cirebon series), the Ancient Cities heritage collection inspired by world heritage sites, special occasion Raya and Umroh series, and designer collaborations. Products are positioned across three tiers: Comfort (dynamic professionals), Confidence (influential professionals), and Couture (luxury batik for fashion shows), with each design produced in limited quantities of 24 units and crafted in private workshops.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Shirts

Quantifiable outcome

• Each design is limited to only 24 pieces, ensuring exclusivity and no direct competition for customers wearing the same design.

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Salwa TanaracoreStrategic or Co-development Partner · 28 December 2024Collaboration with young designer Salwa Tanara to create the Rempah Series, featuring 15 clothing designs that combine inclusivity, empowerment, and Indonesian cultural heritage as fashion inspiration. The collection represents a strategic creative partnership between two designers.
• FORWAN (Forum Wartawan Hiburan Indonesia)minorStrategic or Co-development Partner · 1 December 2024Partnership with FORWAN Indonesia, the Ministry of Culture RI, and Chic's Musik to host a public discussion on preserving kebaya as national dress and symbol of Indonesian women's identity. Nina Nugroho provided the best kebaya as a prize for discussion participants.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Jenahara: Indonesian designer modest fashion label by Jenahara Halim offering professional and casual Muslimah wear through own-brand DTC channels. Highly comparable on positioning, customer profile, and domestic Indonesian market.
• Zaskia Adya Mecca: Indonesian celebrity-designer modest fashion brand featuring hijab, gowns, and daily Muslimah wear; directly comparable as a personality-led modest fashion house targeting Indonesian professional Muslim women.
• Dian Pelangi: Indonesian modest fashion designer brand founded by Dian Pelangi; directly competes in the Muslimah designer apparel space with DTC e-commerce, color-driven collections, and limited couture drops targeting young Muslim professional women.
• Itang Yunasz: Indonesian modest fashion designer brand led by Itang Yunasz, offering couture and ready-to-wear Muslimah apparel; competes directly at the couture/occasion-wear tier with Nina Nugroho's Couture and Raya collections.

Regional players

• Ghea Panggabean: Indonesian designer label with focus on batik and heritage couture apparel for women; comparable through its cultural-heritage storytelling and bespoke couture positioning, but operates more in the broader feminine couture space than strict Muslimah workwear.

Broad incumbents

• Buttonscarves: Indonesia's leading hijab-focused modest fashion brand with broader product breadth (scarves, ready-to-wear, accessories) and significantly larger distribution including retail counters; competes with Nina Nugroho for the same Muslimah professional customer but at greater scale.
• Modanisa: Turkey-headquartered global modest fashion e-commerce platform with strong Southeast Asia presence; competes as a broader incumbent in modest apparel with marketplace scale and brand aggregation.
• Shafira: Long-established Indonesian modest fashion brand with multi-tier ready-to-wear and couture lines, boutique retail footprint, and broader demographic reach; serves as a scaled benchmark for Nina Nugroho's eventual expansion.
• Elzatta: Established Indonesian modest fashion retailer with multi-brand and own-label hijab and apparel assortment sold through retail and online; analogous customer base and modest-professional targeting at larger scale.
• HIJUP: Indonesia's largest modest fashion e-commerce marketplace aggregating multiple modest fashion brands; compares as a broader category incumbent targeting the same Muslim women buyer with multi-brand assortment and curated marketplace model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ninanugrohoid
• LinkedInlinkedin.com/company/nina-nugroho

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Nina Nugroho