What La Maison does

La Maison is a family-owned Indonesian patisserie founded in 2011 by Stella Lowis, a Le Cordon Bleu (Australia)-trained pastry chef based in Medan. The company produces premium artisanal baked goods including whole, medium, and mini cakes, cupcakes, macarons, cookies, brownies, cake pops, and gift items, operating under a clean-label approach that excludes artificial flavorings and preservatives. It also maintains four specialized dietary lines—Vegan, Gluten-Free, Keto, and Diabetic-Friendly—using premium imported ingredients such as Belgian chocolate, New Zealand grass-fed butter, and Australian dairy. All recipes are halal-friendly, with no pork or lard used.

The business operates through a multi-channel distribution model anchored by four company-owned retail locations across two Indonesian cities: Medan (Jalan Biduk headquarters and Sun Plaza) and Jakarta (Grand Indonesia and PIK Avenue Mall), supported by a central kitchen that produces fresh products daily for distribution to stores. Distribution is supplemented by a direct-to-consumer e-commerce storefront on Shopify and an in-house delivery fleet covering Medan and Jakarta. Products are predominantly made-to-order, with a 2-3 day advance notice requirement for standard items and 2 weeks for corporate/event orders; unit pricing ranges from IDR 60,000 for individual mini cakes to IDR 850,000 for premium whole cakes (e.g., the Guilt-Free Choco), with prices subject to a 10% government tax.

La Maison targets individual consumers seeking celebration cakes, gifting items, and dietary-restricted pastries, alongside corporate clients requiring bulk orders for weddings and corporate events. Its customer-acquisition strategy relies heavily on organic social media (Instagram, Facebook, YouTube) and word-of-mouth, with explicit emphasis on visually striking, Instagram-worthy presentation to drive organic sharing. The company is privately held, family-operated, and has no disclosed external investors, funding rounds, parent company, or subsidiaries; revenue and headcount specifics beyond a stated 11-50 employee band are not publicly disclosed.

Name

La Maison

Legal name

La Maison

Website

https://lamaison.id

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned Indonesian patisserie founded in 2011 producing premium artisanal cakes, macarons, cookies, and dietary-specific pastries (vegan, keto, gluten-free, diabetic-friendly) through four retail stores in Medan and Jakarta plus direct e-commerce delivery.

Ownership category

akta.pro rank

Product category

Artisanal Pastries & Bakery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Patisseries & Dessert Boutiques (CRAHAGAB)

akta.pro secondary industries

Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL), Vegan/Allergen-Free Dessert Shops (THAFAGAL)

Keywords

• Artisan pastries
• Premium bakery
• Custom celebration cakes
• Vegan gluten-free pastries
• Macarons and desserts

Headquarters

HQ city

Medan

HQ country

Indonesia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: Direct sales through company-owned retail stores in Medan (Jalan Biduk and Sun Plaza) and Jakarta (Grand Indonesia and PIK Avenue Mall).
2. E-commerce Sales: Online orders through Shopify website with delivery to Medan and Jakarta areas.
3. Custom Corporate Orders: Large orders for weddings, corporate events, and special occasions with 2 weeks advance notice.
4. Made-to-Order Cakes: Custom cakes made to order with 2-3 days advance notice, available in various sizes including whole, medium, and mini.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

La Maison is a family-owned patisserie that manufactures and retails premium artisanal pastries — including whole/medium/mini cakes, cupcakes, macarons, Fatcarons, cookies, brownies, and cake pops — through four company-owned retail locations in Medan and Jakarta, a Shopify e-commerce storefront, and an in-house delivery fleet. The product portfolio spans a core pastry menu plus four specialized dietary lines (Vegan, Gluten-Free, Keto, Diabetic-Friendly), all made-to-order with proprietary clean-label recipes using premium imported ingredients such as Belgian chocolate, New Zealand grass-fed butter, and Australian dairy.

Product overview

La Maison is a family-owned and operated patisserie established in 2011, serving freshly baked artisanal pastries. The business operates as a single unified brand with multiple product lines: a core pastry portfolio comprising Whole Cakes, Medium Cakes, Mini Cakes, Cupcakes, Macarons, Fatcarons, Cookies, Brownies, Cake Pops, Souvenirs, and Greeting Cards. These are complemented by specialized dietary sub-lines including Vegan (whole, medium, mini cakes and cookies), Gluten-Free (whole cakes, mini cakes, macarons, cookies), Keto (whole and mini cakes), and Diabetic-Friendly (whole and mini cakes) offerings. All products are handmade daily in their central kitchen using quality ingredients including Belgian chocolate, New Zealand grass-fed butter, and Australian dairy. The company operates retail locations in Medan and Jakarta, Indonesia.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Cakes Full-sized celebration cakes ranging from classic chocolate birthday cakes to signature flavored chiffon sponges, available in multiple dietary variants including vegan, gluten-free, keto, and diabetic-friendly options. Priced from IDR 500,000 to IDR 850,000.
• Medium Cakes Mid-sized cakes (Ø14-16cm) designed for intimate gatherings of 1-2 people, featuring premium ingredients such as Belgian chocolate and seasonal flowers. Priced from IDR 400,000 to IDR 660,000.
• Mini Cakes Individual-sized cakes (Ø6cm) for single servings, offering the full range of flavors from the whole cake menu in a personal portion. Priced from IDR 60,000 to IDR 120,000.
• Cupcakes Single-serving fairy cakes baked in paper or aluminum cups, with various flavors including Blueberry Mermaid, Caramel Macchiato, and Ferrero Rocher. Available in boxes of 4 (IDR 116,000), 6 (IDR 168,000), or 12 (IDR 330,000).
• Macarons French-style meringue-based confections (Ø4.5cm) with smooth tops and ruffled feet, filled with ganache, buttercream, or jam. Available in over 30 flavors including Ceremonial Matcha, Dubai Chocolate, and Black Forest. Packaged in 6, 9, 12, 18, and 24-piece boxes.
• Fatcarons Korean-style double-sized macarons (Ø6cm) with more toppings and fillings than standard macarons, featuring flavors such as Strawberry Milk, Yuzu, and Belgian Chocolate. Available in 4-pc (IDR 180,000) and 8-pc (IDR 343,000) packs.
• Cookies Artisanal cookies including Salted Egg & Edam Cheese, Butter Spritz, Meringue varieties, and Double Choco options. Made with traditional aromatics from Wysman and Golden Churn. Priced from IDR 82,000 to IDR 205,000.
• Brownies Baked Australian brownies available in varieties including Brookies, Red Velvet Cheesecake, and Reese's Peanut Buttercup, sold individually or in boxes of 20 or 25.
• Cake Pops Bite-sized chocolate sponge cake on sticks, coated in Belgian dark chocolate with various decorations. Offerings include Popybara (capybara-shaped) and Chocolate Cake Pop.
• Souvenirs Gift-ready packages including Macaron Pyramids, Cupcake Pyramids, and curated sets like Jardin Bundle (IDR 120,000) and Aurum Set for events and celebrations. Custom options available.
• Greeting Cards Hand-written letter cards for various occasions including birthdays, anniversaries, Mother's Day, and holidays, with over 50 design variations.
• Vegan Line Complete plant-based pastry collection including whole cakes, medium cakes, mini cakes, and cookies. Uses sunflower oil and canola oil instead of butter, avoiding eggs, dairy, honey, and gelatin.
• Gluten-Free Line Specialty pastries crafted without gluten, including whole cakes, mini cakes, macarons, and cookies. Some products also tagged as Keto, using coconut and almond flour alternatives.
• Keto Line Sugar-free and gluten-free cake options using fiber syrup as sweetener and coconut/almond flour for those maintaining low-carb diets. Available in whole and mini sizes.
• Diabetic-Friendly Line Sugar-free, gluten-free cakes using diabetic sugar in fillings, available in whole and mini sizes. Products include Chloé and Red Velvet variations.
• Custom Corporate Orders Large-volume custom orders for weddings, corporate events, and special occasions requiring 2 weeks advance notice, including bulk pastries and curated souvenir sets.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Le Macaron French Pastries: French-inspired macaron specialty retailer. Comparable on macaron-led product mix, premium gifting positioning, and store-in-mall retail footprint, though primarily U.S.-based and offering a narrower SKU.
• J.CO Donuts & Coffee: Indonesian-born premium cafe-bakery chain specializing in donuts and coffee with a strong mall-based retail model. Directly comparable in target demographic (young, urban, aspirational consumers), premium pricing strategy, and tier-1 mall distribution.
• Cupcake Princess: Indonesia-based cupcake and celebration cake boutique focused on premium aesthetic presentation and made-to-order service. Closely comparable niche (single-cake desserts for gifting occasions) and Instagram-led positioning.

Broad incumbents

• Magnolia Bakery: Iconic American bakery famous for cupcakes and celebration cakes, with locations in Jakarta. Targets the same premium gifting and aesthetic-driven consumer segment as La Maison with a globally recognized brand.
• BreadTalk: Singapore-headquartered artisanal bakery chain present in major Indonesian cities. Overlaps with La Maison on signature celebration cakes, soft buns, and premium pastry retail; broader SKU portfolio and stronger brand recognition in the region.
• Tous Les Jours: Large Korean bakery-cafe chain with extensive retail presence across Indonesia, including Jakarta and Medan. Competes directly with La Maison for premium everyday bakery occasions but at lower price points and broader product range.
• Paris Baguette: Premium Korean-origin bakery cafe chain operating in Indonesia. Comparable on premium positioning, French-style breads and pastries, and tier-1 mall real estate, though at a larger scale and lower average price than La Maison.
• Krispy Kreme Indonesia: International donut and sweet-treat chain with significant Indonesian presence. Competes for the same impulse gifting and dessert occasions as La Maison, though focused on a different product category (donuts vs. patisserie).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/LAMAISONMedan
• Facebookfacebook.com/lamaison.id
• Instagraminstagram.com/lamaison.id

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 La Maison