Shoes and Care

What Shoes and Care does

Shoes and Care (legal entity PT SAYA CINTA OTOT) is an Indonesian premium shoe care service founded in 2013, operating physical workshops across Jakarta, Yogyakarta, and Central Java. The company offers a tiered service menu — Fast Cleaning (Rp 30,000/shoe, 15–30 minutes), Deep Cleaning (Rp 50,000/shoe, 2–3 days), Premium Treatment for special materials (Rp 90,000/shoe), Unyellowing for midsole restoration (Rp 100,000/shoe), and Repaint color restoration (Rp 185,000/shoe) — supplemented by a free SAC Go pickup-and-delivery service within a 5km radius and a membership program offering 5,000 welcome points. The underlying technology is craft-based: specialized cleaning solutions and treatment protocols tailored to shoe materials (suede, mesh, leather, canvas, knit), backed by a re-cleaning guarantee.

The business model is predominantly direct-to-consumer, transactional, and unit-priced, with WhatsApp as the primary booking channel and the website blog plus Instagram as top-of-funnel marketing surfaces. A secondary B2B revenue stream is being developed through the Partner+ program, and the company has launched an adjacent retail sub-brand, SAC CMMN, selling running gear and apparel. Primary customer segments are individual shoe owners and the Indonesian running/athlete community, with the SAC Running Team community serving as a brand-anchoring sponsorship initiative. The company claims to have served over 700,000 pairs of shoes since inception. Ownership is private and founder-controlled with no disclosed institutional capital.

Name

Shoes and Care

Legal name

PT SAYA CINTA OTOT

Website

https://shoesandcare.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Shoes and Care is an Indonesian premium shoe cleaning and restoration service founded in 2013, operating physical workshops across Jakarta, Yogyakarta, and Central Java. It serves individual consumers and running-community customers with tiered services from Rp 30,000 to Rp 185,000 per shoe.

Ownership category

akta.pro rank

Headquarters

HQ city

Yogyakarta

HQ country

Indonesia

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Shoe Cleaning and Care Services: One-time service fees for various shoe care treatments including Fast Cleaning, Deep Cleaning, Premium Treatment, Unyellowing, and Repaint services. Customers pay per service per shoe.
2. Membership Program: Membership program offering 5000 welcome points for new members, suggesting a loyalty/reward system for repeat customers.
3. SAC Go Pickup and Delivery: Free pickup and delivery service within 5KM radius, bundled with service purchases
4. Partner+ Business Program: B2B service program for businesses requiring shoe care services

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Shoes and Care is Indonesia's first premium shoe care service, offering professional cleaning, restoration, and maintenance treatments for footwear. Services include Fast Cleaning (15-30 min upper/midsole wash), Deep Cleaning (2-3 day thorough treatment), Premium Treatment (for special materials), Unyellowing (midsole whitening), and Repaint (color restoration). They also operate SAC Go, a free pickup and delivery service within a 5km radius, and run SAC CMMN, a sub-brand selling running gear and apparel.

Product overview

Shoes and Care operates as a premium shoe care service platform offering a comprehensive suite of cleaning, restoration, and maintenance services. The core service portfolio includes Fast Cleaning (instant 15-30 minute wash), Deep Cleaning (thorough 2-3 day treatment), Premium Treatment (for special materials), Unyellowing (midsole whitening), Repaint (color restoration), and complimentary pickup/delivery service (SAC Go) within 5km radius. Established in 2013, the company positions itself as Indonesia's first premium shoe care service with guaranteed rework policy. Additionally, the company expanded into retail through SAC CMMN, a sub-brand offering running gear and trail apparel. Services are accessible through physical workshop locations across Jakarta, Yogyakarta, and Central Java, as well as via WhatsApp booking.

Differentiator

Problem solved

Functional benefit

Brands

• SAC Go: Pick-up and delivery service for shoes

Products and services

• Fast Cleaning Instant shoe washing service targeting upper and midsole areas, completed in 15-30 minutes with waiting service available. Priced from Rp 30,000 per shoe, for individual consumers needing quick shoe refresh.
• Deep Cleaning Thorough and comprehensive shoe cleaning service covering all parts of the shoe including laces, taking 2-3 days depending on difficulty level. Priced from Rp 50,000 per shoe, for consumers seeking full restoration.
• Premium Treatment Specialized care service designed for shoes with special/particular materials requiring specific handling. Priced from Rp 90,000 per shoe, for premium and delicate footwear owners.
• Unyellowing Specialized treatment service dedicated to restoring yellowed midsoles of white shoes to their original appearance. Priced from Rp 100,000 per shoe, for owners of white sneakers needing restoration.
• Repaint Color restoration service using special paint products designed to return shoes to their original color. Priced from Rp 185,000 per shoe, for sneaker owners seeking color refresh.
• SAC Go (Antar Jemput Pickup & Delivery) Free pickup and delivery service for shoes within a 5km radius from customer location, facilitating convenient access to workshop services. For individual consumers and businesses seeking door-to-door shoe care.
• SAC CMMN Running Gear & Apparel Running essentials product line including trail gear and training apparel sold through the Shoes and Care e-commerce platform. Targeted at runners, trail enthusiasts, and the running community.

Quantifiable outcome

• Served 700,000+ pairs of shoes since 2013

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kiwi (SC Johnson): Kiwi is a globally dominant mass-market shoe care brand (polishes, cleaners, protectors) owned by SC Johnson. Broadly comparable as a shoe care consumer brand, but competes in DIY consumer products rather than professional service delivery.
• Sof Sole: Sof Sole is an athletic-focused shoe care and accessories brand offering insoles, cleaners, and protectors. Comparable on athletic/performance shoe focus but competes in retail products rather than services.
• Moneysworth & Best: Moneysworth & Best is a long-established North American shoe repair and shoe care chain offering cleaning, repair, and restoration services. Comparable on shoe repair/restoration services and multi-location retail/workshop model, though operating at much larger scale.

Direct peers

• Reshoevn8r: Reshoevn8r sells sneaker cleaning kits and operates cleaning services targeting sneakerheads. Directly comparable to Shoes and Care on sneaker-focused cleaning products, restoration focus, and consumer brand orientation.
• Jason Markk: Jason Markk is a US-founded premium sneaker cleaning brand offering both retail cleaning solutions and certified shop cleaning services. Closest global direct peer to Shoes and Care in category, premium positioning, and sneaker-focused service menu.
• Crep Protect: Crep Protect is a UK-based sneaker care brand selling cleaning kits, waterproofing sprays, and accessories. Directly comparable on sneaker care product category and premium positioning despite no in-house cleaning service.

Others

• Timberland Boot Care Services: Timberland offers branded boot cleaning, conditioning, and refurbishment services in select markets. Adjacent peer demonstrating how footwear brands vertically extend into cleaning/care services, useful ecosystem reference.
• Nike Refresh / Sneaker Care: Nike has piloted sneaker cleaning and refurbishment initiatives globally. Strategic ecosystem peer showing how major sneaker brands could either compete with or partner with independent premium cleaners like Shoes and Care.

Regional players

• Dr. Shoeshine: Dr. Shoeshine is an Indonesian shoe cleaning and care service operating workshops in major cities. Regional peer providing comparable shoe care services targeting Indonesian consumers.
• The Cobblers (Indonesia shoe laundry chain): The Cobblers is an Indonesian shoe care service chain with workshop locations across major Indonesian cities. Direct regional peer operating the same shoe laundry/repair service model in the same Indonesian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Instagraminstagram.com/shoesandcare
• Xx.com/ShoesAndCare
• Facebookfacebook.com/shoesandcare
• LinkedInlinkedin.com/company/shoes-and-care

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 Shoes and Care