Summarecon Mall Serpong

What Summarecon Mall Serpong does

Summarecon Mall Serpong (SMS) is a 110,000 m2 full-leased shopping mall located in the Sentra Gading Serpong commercial district in Serpong, Tangerang, Indonesia, operated as an asset of publicly listed PT. Summarecon Agung Tbk. (IDX: SMRA). The complex comprises SMS Phase 1 (opened June 28, 2007; 50,000 m2), SMS Phase 2 (opened October 27, 2011; 60,000 m2), and ancillary zones including Downtown Walk, Salsa Food City, Flavor & Field, Uptown Park, Pasar Modern Sinpasa, and Paws Dog Dream Park. Approximately 358 tenants across fashion, F&B, electronics, health & beauty, sports, kids, and entertainment categories occupy the mall, supported by 4,000-vehicle parking capacity, a 10,000-spectator event venue (Uptown Park), and free shuttle bus services connecting to MRT Lebak Bulus, Jakarta, Citra Raya, and Villaggio Outlet Karawang.

The mall's core technology stack is primarily physical infrastructure — modern mall architecture with eco-friendly design, VIO212 sound system by dB Technologies at Uptown Park, and a mobile application (Summarecon Mall Apps) handling member privileges, promotions, and the Shopping Rewards program. There is no public API, no documented SDK, and no disclosed AI/ML capability. Digital extensions include Shop From Home (online ordering for fashion and retail tenants) and F&B Delivery partnerships with 16+ delivery providers.

The business model centers on recurring tenant rental income under a full-leased structure, supplemented by event and promotional revenue streams (Festival Kuliner Serpong, Fashion Village, Chinese New Year, Ramadan, anniversary campaigns) and transaction-fee revenue from F&B Delivery and Shop From Home. The primary customer segments are family consumers and general shoppers in the Greater Jakarta / Gading Serpong area; a secondary segment consists of retail and F&B business tenants leasing space. Marketing is multi-channel: the Summarecon Mall Apps, social media (Instagram, TikTok, Facebook), the monthly E-Magazine BLAST newsletter, and major seasonal events.

Name

Summarecon Mall Serpong

Legal name

Summarecon Mall Serpong

Website

https://malserpong.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Summarecon Mall Serpong is a 110,000 m2 full-leased shopping mall in Tangerang, Indonesia, operated by PT Summarecon Agung Tbk., serving approximately 358 tenant brands and family consumers across fashion, F&B, electronics, and entertainment via physical retail, digital loyalty apps, and shuttle-connected regional access.

Ownership category

akta.pro rank

Headquarters

HQ city

Banten

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Marketing or Sales, Personnel, Others

Revenue model

1. Tenant Rental Income: Full-leased mall system where the mall generates revenue through renting space to retail tenants across various categories including fashion, F&B, electronics, health & beauty, and entertainment.
2. Promotional and Event Revenue: Revenue generated from hosting events, exhibitions, and promotional activities including Festival Kuliner Serpong, Fashion Village, Chinese New Year celebrations, and seasonal promotions.
3. F&B Delivery and Shop From Home Services: Online ordering and delivery services for F&B and retail tenants, providing additional revenue streams through digital commerce channels.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Summarecon Mall Serpong (SMS) is a full-leased shopping and lifestyle mall complex in Gading Serpong, Tangerang, Indonesia, comprising SMS Phase 1 (50,000 m2, opened 2007) and SMS Phase 2 (60,000 m2, opened 2011) for a combined 110,000 m2. The mall operates as a one-stop family destination housing approximately 358 tenants across fashion, food and beverage, electronics, health and beauty, sports, and entertainment categories, supported by affiliated zones including Salsa Food City, Downtown Walk, Flavor & Field, Uptown Park, and Pasar Modern Sinpasa.

Product overview

Summarecon Mall Serpong is a comprehensive shopping and lifestyle center operated by PT Summarecon Agung Tbk, featuring a multi-phase development across 110,000 m2. The mall complex consists of SMS 1 (opened 2007), SMS 2 (opened 2011), Salsa Food City, Downtown Walk, Flavor & Field, and Uptown Park. With approximately 358 tenants, it offers Fashion & Accessories, Food & Beverages, Health & Beauty, Sports & Lifestyle, Electronics, Kids & Toys, and Entertainment categories. Key retail tenants include H&M, Uniqlo, Marks & Spencer, JD Sports, Converse, and various international and local brands. The mall provides facilities including valet parking (4 counters), ATM centers, mother's rooms (11 locations), FREE WiFi spots, and the pet-friendly Paws Dog Dream Park. Membership is handled through the SMS Friendship Card and Summarecon Mall Apps mobile application. Supporting facilities include Pasar Modern Sinpasa traditional market.

Differentiator

Problem solved

Functional benefit

Products and services

• Summarecon Mall Serpong (SMS) Shopping Mall A large-scale full-leased shopping mall complex comprising SMS 1 and SMS 2 with approximately 358 tenants offering fashion, dining, electronics, health and beauty, sports, and entertainment retail for families and consumers in the Gading Serpong area.
• Salsa Food City Family food court with 50 Indonesian food variations, 20 restaurants across 6 islands, over 800 seats, and live music entertainment in a jati tree-shaded open-air setting of 3,500 m2.
• Downtown Walk Open-air lifestyle and dining area within SMS with multiple F&B outlets and stages (Unity Stage and Broadway Stage) for entertainment and events.
• Flavor & Field Outdoor dining area featuring premium F&B tenants including Dapur Solo, Bar B Q Plaza, Shaburi & Kintan, and Kimukatsu in a comfortable atmosphere for meals.
• Uptown Park Exhibition venue with capacity for up to 10,000 spectators, equipped with the first dB Technologies VIO212 sound system in Indonesia and international-scale lighting for concerts and events.
• Pasar Modern Sinpasa Modern traditional market covering 4,000 m2 with 142 merchants offering daily necessities including groceries, clothing, medicine, and gold jewelry.
• Paws Dog Dream Park Serpong Pet-friendly dog playground near Salsa Food City featuring synthetic grass areas, pools, and obstacles for dogs of all sizes, operating from 07:00 to 22:00.
• SMS Friendship Card Membership program offering points, discounts, and privileges for cardholders with multiple tiers including Gold Member parking benefits.
• Summarecon Mall Apps Mobile application providing member privileges, access to promotions, the Shopping Rewards program, and exclusive offers for Summarecon Mall Serpong visitors.
• Mall Map and Directory Interactive mall directory and navigation system for exploring 358 stores across SMS 1, SMS 2, Salsa Food City, and Downtown Walk areas.
• Shuttle Bus Service Free shuttle bus services connecting the mall to MRT Lebak Bulus, Jakarta, Citra Raya, and Villaggio Outlet Karawang for visitors from across Greater Jakarta.
• Shop From Home Online shopping service enabling customers to browse and order from tenant stores including fashion brands such as Adidas, Nike, Puma, MANGO, and Marks & Spencer.
• F&B Delivery Service Food and beverage delivery service partnering with 16+ delivery partners to enable ordering from restaurant tenants including bakeries, coffee shops, and various F&B outlets.

Quantifiable outcome

• Transforms lifestyle of Serpong residents since 2007
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Perum PPDminorChannel Partner/ Reseller/ Distributor · 14 June 2019Partnership with Perum PPD for JA Connexion and JR Connexion shuttle bus services connecting Summarecon Serpong to Soekarno-Hatta Airport and Lebak Bulus. Provides transportation connectivity for mall visitors.
• PT Lestari MahadibyacoreStrategic or Co-development PartnerParent company partnership for Sentra Gading Serpong commercial area development. PT Lestari Mahadibya manages Pasar Modern Sinpasa within the 17ha commercial district.
• Summarecon Mall NetworkcoreStrategic or Co-development PartnerPart of Summarecon Mall network including Mal Kelapa Gading, Mal Bekasi, Summarecon Mall Bandung, SAMA Bali, Villaggio Outlets, Scientia Square Park, and JF3 fashion events. Shares brand, marketing, and operational synergies.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mal Taman Anggrek: Large multi-tenant shopping mall in West Jakarta with comparable GFA scale and tenant mix. Serves a similar middle-to-upper-middle-class Jakarta catchment with fashion, electronics and F&B offerings.
• Living World Alam Sutera: Large suburban Greater Jakarta mall located very close to SMS in the Gading Serpong / Alam Sutera corridor. Directly competes for the same catchment of Tangerang suburban middle-class shoppers.
• Pakuwon Mall (Pakuwon Jati): Indonesian-listed (PWON) mall operator running multiple full-leased malls across Surabaya and Jakarta. Comparable operational model and suburban family positioning.
• Summarecon Mall Bekasi: Sister Summarecon mall in Bekasi under the same parent. Similar multi-phase full-leased format, international-brand tenant mix and digital integration, providing a directly comparable suburban Greater Jakarta mall benchmark.
• AEON Mall BSD City: Major Japanese-operated suburban mall in Greater Jakarta (BSD City, adjacent corridor to Serpong). Comparable mass-market family positioning, large F&B court and similar category mix of fashion, F&B and entertainment.
• Summarecon Mall Bandung: Another Summarecon-group mall in Bandung. Comparable in operating model, brand positioning as a family lifestyle center, and use of the Summarecon Mall Apps loyalty ecosystem.
• Lippo Mall Puri: Lippo Group-operated suburban mall in West Jakarta. Comparable full-leased multi-tenant format serving middle-class families in a Jakarta-area catchment, with similar reliance on fashion and F&B anchors.
• Summarecon Mall Kelapa Gading: Flagship Summarecon mall in North Jakarta operated by the same parent (SMRA). Same full-leased model, same tenant mix philosophy, same app and rewards program — making it the closest comparable to Summarecon Mall Serpong.

Broad incumbents

• Grand Indonesia: Premium super-regional mall in central Jakarta with international luxury and flagship tenants. Broader incumbent competing for cross-shopping visits from the same Greater Jakarta consumer base that SMS serves.
• Plaza Indonesia: Established central-Jakarta luxury mall. Captures aspirational spend from the same upper-middle-class consumers who also visit SMS, particularly for fashion and beauty brands in the SMS tenant mix (Uniqlo, Marks & Spencer, MAC, Estee Lauder).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SMS_Serpong
• Facebookfacebook.com/SMS.Serpong
• LinkedInlinkedin.com/company/summarecon-mal-serpong

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Summarecon Mall Serpong