Nobby

What Nobby does

Nobby is an Indonesian Muslim fashion brand operating as PT Basa Inti Persada from its headquarters in Tangerang Selatan, Indonesia. The company designs, sources, and retails modest apparel and accessories across three personas: modern Muslim women (its primary segment), Muslim men, and Muslim families with children. Product categories span dresses, tunics, shirts and blouses, hijabs and scarves, khimar, mukena/prayer sets, men's kemeja koko and kurta, kidswear, outerwear/vests, bottomwear, and accessories, with prices ranging from approximately Rp 29,500 to Rp 599,500 per unit.

Nobby's product differentiation rests on functional design features rather than cutting-edge technology: proprietary Anti-UV fabric treatments, wudhu-friendly and busui-friendly construction (zippers, cuff buttons, adjustable openings), and an exclusive design library of heritage-inspired motifs including Acehnese patterns, Batik Mega Mendung, songket-inspired geometric prints, and branded monograms. Named recurring collections (Parama, Jeumpa, Elmara, Yasvi, Elsha, Mauli, Jelita, Kaely, Arumya) and co-branded lines (Nobby X Celine Evangelista, Nobby X Batik Trusmi, Nobby X Yutie) drive SKU refresh and brand storytelling. Materials cited include Puccini, Woolpeach Ultimate, Polycotton, Silk Jacquard, Rayon Twill, Satin Silk, and Bamboo Silk.

The business model is direct omnichannel retail: a wholly owned e-commerce storefront at nobby.co.id backed by 80+ physical stores across more than 30 Indonesian provinces, ranging from Banda Aceh to Jayapura. Distribution integrates with major Indonesian banks (BNI, Mandiri, BSI, BRI, Danamon, CIMB) and payment rails (DOKU, QRIS), with logistics handled by J&T Express and SiCepat Express. Revenue is generated exclusively through one-time product sales, with no subscription or licensing component; promotional discounting of 20%–70% is a routine part of the merchandising calendar, including the July "Belanja Hemat di Nobby" campaign. Customer acquisition and retention rely on celebrity/influencer partnerships and a sustained social media presence across Instagram, TikTok, Facebook, YouTube, and WhatsApp customer service. No funding rounds, acquisitions, leadership team, or revenue figures are disclosed in available data.

Name

Nobby

Legal name

PT Basa Inti Persada

Website

https://nobby.co.id

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Nobby is an Indonesian Muslim fashion retailer, operated by PT Basa Inti Persada, selling modest apparel and accessories for women, men, and children through 80+ retail stores across 30+ Indonesian provinces and the nobby.co.id e-commerce platform.

Ownership category

akta.pro rank

Product category

Modest Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Modest fashion retail
• Muslim apparel
• Hijab clothing
• Prayer wear
• Family modest clothing

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices17 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Nobby generates revenue through direct retail sales of fashion products including dresses, tunics, shirts, scarves, hijabs, khimar, mukena, prayer sets, men's wear, and kids collections. Both one-time purchase transactions and bundled sets (one set) are sold through e-commerce and offline stores at price points ranging from approximately Rp 29,500 to Rp 599,500.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Nobby designs, produces, and retails modest Muslim fashion products for women, men, and children, including dresses, tunics, hijabs/scarves, khimar, mukena prayer sets, men's kemeja koko and kurta, kids' collections, outerwear, bottom wear, and accessories. Products are sold directly to consumers through the nobby.co.id e-commerce website and 80+ offline retail stores across 30+ Indonesian provinces, supported by celebrity and Batik collaborations and a proprietary library of heritage-inspired motifs and functional fabric technologies (Anti-UV, wudhu-friendly, busui-friendly).

Product overview

Nobby is an Indonesian Muslim fashion e-commerce platform operated by PT Basa Inti Persada. The company offers a comprehensive portfolio of modest fashion products for women, men, and children through nobby.co.id website and over 100 offline retail stores across Indonesia. The product range includes Dress Muslimah, Tunik, Shirts, Scarves/Hijab, Mukena (prayer sets), Bergo, Kids collections, Men's kemeja koko and kurta, Outerwear/Vests, Bottom wear (pants, skirts, kulot, leggings), and Accessories (belts, inner caps, hair ties). Nobby also features multiple named collections including Parama, Jeumpa, Elmara, Yasvi, Elsha, Mauli, Jelita, Kaely, and Arumya, as well as celebrity collaborations with Celine Evangelista (Selara & Layqira) and Batik Trusmi (Byantara & Arundaya). The brand positions itself as a destination for premium Muslim fashion combining modesty with aesthetic elegance.

Differentiator

Problem solved

Functional benefit

Products and services

• Dress Muslimah

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Celine EvangelistacoreStrategic or Co-development Partner · 1 January 2026Celebrity collaboration partnership with actress Celine Evangelista for exclusive fashion collections. The collaboration has produced multiple exclusive products including Selara Dress and Layqira Dress, featuring exclusive motifs and premium materials (satin silk premium) designed in collaboration with the celebrity. The partnership leverages her public profile to enhance brand visibility and desirability among target consumers.
• YutiecoreStrategic or Co-development PartnerCollaboration with Yutie brand for exclusive co-branded products, including the Afiyah Dress collection featuring Anti-UV stretch soft silk fabric. Yutie appears to be a sub-brand or partner brand focused on leggings and related modest fashion accessories, with dedicated product pages under the Nobby X Yutie label.
• Batik TrusmicoreStrategic or Co-development PartnerPartnership with Batik Trusmi, a Batik producer associated with actress Tya Ariestya, for exclusive Nobby X Batik Trusmi collections featuring the Mega Mendung (cloud motif) Batik pattern. Products include the Byantara Vest, Byantara Skirt, Arunika Overall, and Arundaya SM Kids collections, combining traditional Batik craftsmanship with modern modest fashion design.
• J&T ExpressminorOthersLogistics partnership with J&T Express for domestic shipment delivery across Indonesia.
• SiCepat ExpressminorOthersLogistics partnership with SiCepat Express for domestic shipment delivery across Indonesia.
• BNI, Mandiri, BSI, BRI, Danamon, CIMBminorOthersPayment processing partnerships with major Indonesian banks including Bank BNI, Bank Mandiri, Bank Syariah Indonesia, Bank BRI, Bank Danamon, and Bank CIMB for customer transaction processing on the e-commerce platform.
• DOKUminorOthersPayment gateway partnership with DOKU for processing online transactions and digital payments on the e-commerce platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Brodo: Indonesian footwear and accessories brand in the broader modest lifestyle ecosystem. Related as a complementary modest lifestyle purchase rather than direct competitor; useful as an ecosystem peer for family modest outfit completion.

Direct peers

• Shafira: Indonesian modest fashion retailer covering women's, men's, and children's Muslim apparel with a multi-store footprint. Closely mirrors Nobby's product breadth and target Muslim family customer base.
• Zoya: Long-established Indonesian modest fashion retailer specializing in Muslim women's apparel, hijabs, and accessories with both online and offline stores nationwide. Directly comparable to Nobby on customer segment (modern Muslim women), product mix (dresses, hijabs, tunics), and omnichannel distribution model.
• Elzatta: Indonesian modest fashion brand with hijab, dress, and prayer wear offerings and growing retail presence. Direct competitor in the accessible modest fashion segment with comparable price points and product categories to Nobby.
• HijUp: Indonesian online modest fashion marketplace and brand portfolio offering hijabs, women's apparel, and accessories from multiple designers. Comparable to Nobby's Muslim women's segment with overlapping e-commerce-led GTM, though operating more as a multi-brand platform.
• Buttonscarves: Indonesian modest fashion brand offering hijabs, women's apparel, and accessories with strong digital-first marketing and selected physical stores. Comparable to Nobby as an Indonesian Muslim fashion retailer pursuing omnichannel growth.
• Rabbani: Major Indonesian modest fashion brand offering Muslim men's and women's clothing, hijabs, and prayer wear with extensive retail network. Competes head-to-head with Nobby across men, women, and family modest fashion categories.

Broad incumbents

• Cottonink: Broader Indonesian womenswear brand expanding modest and non-modest collections via online and offline channels. Adjacent competitor in modern Muslim women's apparel with broader lifestyle positioning than Nobby's modesty-focused core.
• Matahari Department Store: Large Indonesian multi-category department store carrying modest fashion alongside general apparel. Comparable as a national omnichannel Indonesian apparel retailer, though operating broader categories beyond modest fashion.

Emerging players

• Dian Pelangi: Designer-led Indonesian modest fashion label with strong social media presence offering women's modest wear and scarves. Comparable to Nobby in targeting modern Muslim women with modest, design-forward apparel but with a more boutique, trend-driven approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/nobbyhijab
• Facebookfacebook.com/NobbyHijabOfficial
• Instagraminstagram.com/nobby.co.id
• TikTokvt.tiktok.com/ZSdHknREJ
• LinkedInlinkedin.com/company/bip-nobby

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 Nobby