What Sarinah does

PT Sarinah (Persero) is Indonesia's first modern department store, established in 1962 and operational since August 1966, now repositioning as a Cultural Experience Center under the parent InJourney (PT Aviasi Pariwisata Indonesia), the state-owned tourism and aviation holding. The company operates a diversified retail and platform business spanning core retail operations (Wastra Indonesia traditional fabrics, handicrafts, culinary, wellness, supermarket, furniture, and duty-free merchandise), casual leasing of retail space to vendors and MSMEs, property and hospitality (including Hotel Braga and a stake in Hotel Sari Pacific), and trading and sourcing services that facilitate import, supply chain management, and business matching for exporters and importers. Sarinah also runs the Sarinah Pandu MSME empowerment program in partnership with 8-15 state-owned enterprises, providing mentorship to 83-100 small businesses per cohort across Lombok, Makassar, and Bandung using an Asah, Asih, Asuh methodology, alongside cultural event platforms such as Festiloka, the Pipilaka immersive art installation, and partnerships with international exhibitions like Osaka Expo 2025 and MASA Singapore 2026.

The business model combines direct-to-consumer retail sales, transactional revenue from trading/sourcing fees, recurring casual leasing income, managed services in property/hospitality, and professional services revenue from MSME development programs. Go-to-market is multi-modal: event-driven activations (Jakarta E-Prix 2025 title partnership, Festiloka festivals, fashion weeks), a direct sales-led trading division targeting export-oriented businesses, and DTC retail across department store locations in Jakarta (Thamrin flagship, Pancoran, Wahid Hasyim), Malang, and Semarang. Customer segments span Indonesian consumers and tourists, 1,000+ MSME suppliers, international buyers, and government/SOE institutional partners. Underlying technology consists of standard retail management systems and supply chain operations; no proprietary technology or AI/ML capabilities are disclosed. The company holds ISO 37001:2016 anti-bribery certification (2020) and a 2019 LEPRID award for pioneering corporate batik uniforms, and operates the Sarinah Club loyalty program and Sarinah Peduli CSR initiative as supporting platforms.

Name

Sarinah

Legal name

PT Sarinah (Persero)

Website

https://sarinah.co.id

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

251–500 employees

Short description

PT Sarinah is Indonesia's first modern department store (est. 1962), now operating as a state-owned Cultural Experience Center under InJourney, retailing traditional fabrics, handicrafts, fashion, and duty-free goods while running MSME development programs and cultural events across Indonesia.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta Pusat

HQ country

Indonesia

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue from retail operations including wastra, handicrafts, fashion, culinary products, wellness items, supermarket, furniture, duty-free shopping, and performing arts exhibitions.
2. Property & Hospitality: Revenue from property management and hospitality services. Sarinah holds shares in Hotel Sari Pacific and manages various outlets in major Indonesian cities, operating alongside InJourney.
3. Trading & Sourcing / Export-Import: Business facilitation services including import operations, supply chain management, and business matching for sellers and buyers with focus on export markets. International trade and valuta asing (foreign exchange) operations.
4. Casual Leasing: Revenue from leasing retail space to vendors and tenants on a casual basis.
5. MSME Support Programs: Sarinah supports MSME growth through Sarinah Pandu mentoring programs in partnership with multiple SOEs, creating a pipeline of locally-sourced products for retail while building market access for small businesses.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

PT Sarinah operates Indonesia's first modern department store network, retailing Indonesian traditional textiles (wastra), handicrafts, fashion, culinary products, wellness items, furniture, herbal goods, artworks, and duty-free merchandise. Beyond retail, the company provides trading and sourcing services (import, supply chain management, business matching for exporters/importers), property and hospitality management (including Hotel Braga and a stake in Hotel Sari Pacific), casual retail space leasing, and the Sarinah Pandu MSME mentorship program delivered in partnership with multiple state-owned enterprises.

Product overview

PT Sarinah (Persero) is Indonesia's first modern retail state-owned enterprise established in 1962, operating as a Cultural Experience Center that unifies retail, cultural expression, and community engagement. The company offers a platform-plus-modules architecture consisting of: (1) Core Retail Operations including Wastra Indonesia (traditional fabrics), Kerajinan Tangan (handicrafts), Canvassing, supermarket, health/wellness, furniture, and duty-free products; (2) Loyalty Program through Sarinah Club; (3) Property & Hospitality services including Hotel Braga; (4) Trading & Sourcing for import/export and business matching; (5) MSME Empowerment via Sarinah Pandu mentorship program; (6) Cultural Events platform including Festiloka festivals, art installations like Pipilaka, fashion shows, and cultural celebrations; (7) CSR initiatives through Sarinah Peduli. The company features curated local brands across fashion, accessories, and culinary sectors while providing retail space leasing through Casual Leasing.

Differentiator

Problem solved

Functional benefit

Brands

• Sarinah Pandu: MSME empowerment and development program using Asah, Asih, Asuh approach
• Sarinah Peduli
• Sarinah Club
• Sarinah Festiloka

Products and services

• Wastra Indonesia Indonesian traditional fabrics including tenun (handwoven textiles) and batik, curated traditional textile products representing Indonesia's cultural heritage. Available at Sarinah department stores for domestic and international consumers.
• Kerajinan Tangan (Handicrafts) Handcrafted products including handicrafts, crafts, and artisanal items from Indonesian artisans and MSMEs. Sold through Sarinah's department store network.
• Canvassing Services Canvassing services for Indonesian local products and creative industry goods, supporting product sourcing and curation for Sarinah's retail operations.
• Produk Lainnya (Other Retail Products) Other retail products including health and wellness items, supermarket goods, furniture, herbal products, artworks, and duty-free merchandise sold at Sarinah stores.
• Sarinah Club Loyalty program for Sarinah customers offering exclusive promotions, member benefits, and rewards for repeat purchases across the department store network.
• Hotel Braga Hotel property under Sarinah's property and hospitality division, located in Braga, Bandung. Managed alongside other hospitality assets including a stake in Hotel Sari Pacific.
• Casual Leasing Retail space leasing services for vendors, MSME tenants, and brand operators within Sarinah stores, providing flexible retail space rental arrangements.
• Trading & Sourcing Services Business facilitation, import services, supply chain management, and business matching for exporters and importers; includes valuta asing (foreign exchange) operations.
• Import Services Import facilitation services as part of Sarinah's trading & sourcing business, supporting import operations and supply chain management.
• Supply Chain Management Supply chain management services as part of Sarinah's trading & sourcing division, supporting end-to-end supply chain activities for exporters and importers.

Quantifiable outcome

• Over 1,000 MSMEs participated in Hikmah Ramadan 2025 programs across all Sarinah stores
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core, minor and flagship.

• Nona RaracoreStrategic or Co-development Partner · 22 June 2026Local fashion brand collaborating with Sarinah for Betawi Collection Trunk Show as part of Rupa Jakarta 499 celebration, presenting Betawi culture through contemporary fashion.
• Didit Hediprasetyo FoundationcoreStrategic or Co-development Partner · 1 December 2025Sarinah developed official jersey designs for Indonesian Team at 2025 SEA Games in Thailand in collaboration with the foundation as design curatorial partner.
• PT Bank Rakyat Indonesia (Persero) TbkcoreStrategic or Co-development Partner · 14 November 2025One of 14 SOEs collaborating in Sarinah Pandu program providing MSME mentorship for 83 small businesses in Bandung.
• PT Taspen (Persero)coreStrategic or Co-development Partner · 14 November 2025Part of 14 SOE collaborative effort in Sarinah Pandu program supporting 83 small businesses in Bandung through business mentorship.
• PT Telkom Indonesia (Persero) TbkcoreStrategic or Co-development Partner · 14 November 2025Collaborating as one of 14 SOEs in Sarinah Pandu program to provide digital and business skills training to MSMEs.
• PT Pos Indonesia (Persero)minorStrategic or Co-development Partner · 14 November 2025Participates in 14-SOE collaborative Sarinah Pandu program for MSME capacity building in Bandung.
• PT Bank Tabungan Negara (Persero) TbkminorStrategic or Co-development Partner · 14 November 2025One of 14 SOEs in Sarinah Pandu MSME mentorship collaboration.
• BRI (Bank Rakyat Indonesia)coreStrategic or Co-development Partner · 14 October 2025One of 13 state-owned enterprises collaborating on the Sarinah Pandu MSME development program, providing funding and support for small business growth.
• PT Asuransi Kredit IndonesiacoreStrategic or Co-development Partner · 14 October 2025Participates in Sarinah Pandu MSME development program with 13 other SOEs to provide comprehensive business mentorship.
• InJourney HospitalitycoreStrategic or Co-development Partner · 11 October 2025Collaboration on 'Srikandi By The Sea' trunk show celebrating National Batik Day 2025 at The Meru Sanur and Bali Beach Hotel.
• Indonesian Trade Promotion Center (ITPC) OsakacoreStrategic or Co-development Partner · 7 October 2025Partner in Sustainability Forum at Osaka Expo 2025, helping strengthen market access and financing for Indonesian MSMEs.
• Artha Graha PeduliminorStrategic or Co-development Partner · 7 October 2025Collaborated on Sustainability Forum at Osaka Expo 2025, supporting MSME financing and market access initiatives.
• PT Angkasa Pura IndonesiacoreStrategic or Co-development Partner · 28 August 2025Partners in Sarinah Pandu program to support MSME ecosystem development alongside 7 other SOEs in Lombok program.
• PT Jakarta Propertindo (Jakpro)flagshipGTM or Marketing Partner · 15 June 2025Sarinah serves as Title Partner for Jakarta E-Prix 2025, part of ABB FIA Formula E World Championship Season 11. Partnership connects culture, sustainability, and sport on global stage.
• ASTINDO (Indonesian Travel Agent Association)coreStrategic or Co-development Partner · 2 December 2024Strategic partnership signed December 2, 2024 to establish a Tourist Information Center (TIC) at Wahid Hasyim location. Aims to strengthen tourism services and promote Indonesian cultural products to visitors.
• InJourney (PT Aviasi Pariwisata Indonesia)coreStrategic or Co-development PartnerSarinah is a subsidiary of InJourney, the state-owned aviation and tourism holding company. InJourney provides strategic direction and integrates Sarinah into the broader tourism and creative economy ecosystem. Sarinah participates in InJourney's group initiatives including Pesta Rakyat events and hospitality training programs.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Grand Indonesia: Major Jakarta shopping mall housing SOGO, SEIBU, and other department stores. Comparable as Thamrin-area retail destination competing for tourist and local consumer spend alongside Sarinah's flagship location.
• Plaza Indonesia: Premium shopping mall in Central Jakarta adjacent to Sarinah Thamrin's trading area. Comparable as Jakarta retail destination offering department stores, fashion, and F&B; represents the broader modern retail real estate ecosystem Sarinah competes within.
• AEON Indonesia: Japanese retail group operating hypermarkets and malls in Indonesia (AEON Mall BSD City, Jakarta Garden City). Comparable as multi-category retailer targeting Indonesian consumers, though larger-format hypermarket versus Sarinah's department store model.

Direct peers

• SEIBU / Mitsukoshi Department Store: Premium Japanese department store at Grand Indonesia, Jakarta. Comparable as upper-tier department store format with mixed apparel, beauty, and lifestyle assortment, though positioned upmarket versus Sarinah.
• Matahari Department Store: Indonesia's largest department store chain with ~150 stores nationwide. Direct competitor to Sarinah in multi-category department store retail, though Matahari is private-sector and more fashion-focused versus Sarinah's cultural heritage positioning.
• Centro Department Store: Indonesian department store chain operating in major malls (Plaza Indonesia, Setiabudi One). Direct peer as multi-category department store, more compact footprint versus Sarinah, focused on fashion and lifestyle categories.
• SOGO Indonesia: Premium Japanese department store chain operating in major Indonesian malls (Senayan City, Plaza Indonesia). Directly comparable as a multi-category department store targeting middle-to-upper consumers with fashion, beauty, and lifestyle assortments.

Others

• Hotel Indonesia Kempinski: Iconic Jakarta luxury hotel at the Welcome Monument roundabout adjacent to Sarinah Thamrin. Comparable as heritage hospitality property and tourism destination, part of the same Bundaran HI-area ecosystem where Sarinah serves international tourists.
• Indonesian Creative Economy Agency (Bekraf): Government agency promoting Indonesia's creative economy and MSMEs. Comparable as ecosystem participant with overlapping MSME and creative industry support programs; represents the broader policy infrastructure Sarinah operates within for export promotion and cultural diplomacy.

Regional players

• Trans Studio Mall: Indonesian retail-entertainment complex combining department store, mall, and theme park. Comparable as hybrid retail-experience format, though Trans Group is private and entertainment-anchored versus Sarinah's culture-anchored positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCIJhafJbncLLSfAD7xUZMwA
• Facebookfacebook.com/Sarinah-Indonesia-100054305149130
• Instagraminstagram.com/sarinahindonesia
• LinkedInlinkedin.com/company/pt-sarinah

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Sarinah