Chandra Karya
PT. Chandra Karya Pramuka is an Indonesian multi-brand furniture retailer, founded circa 1979, operating 7+ showrooms across Jakarta, Tangerang, Bekasi, Bandung, and Makassar, an e-commerce site, and Tokopedia/Shopee storefronts. It sells 20+ branded springbeds and full-room furniture to individual households and corporate project buyers.
- Company typePrivate
- Founded1979
- HeadquartersJakarta, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Chandra Karya does
PT. Chandra Karya Pramuka (DBA Chandra Karya) is an Indonesian multi-brand furniture retailer founded circa 1979, headquartered in Rawasari with flagship operations on Jalan Pramuka, Jakarta. The company curates a portfolio of 20+ springbed brands — including international names such as King Koil, Serta, Simmons, Therapedic, Tempur, Lady Americana, Spring Air, Dunlopillo, Dreamline, and Slumberland, alongside Indonesian brands such as Elite, Comforta, Romance, Airland, Florence, Alga, Sleep Dream, Serenity, Superfit, and sub-brands iSleep by Comforta and SleepSPA by Therapedic — complemented by full-room furniture categories (sofas, living room sets, dining sets, bedroom sets, children's bedroom, workspace furniture) and sleep accessories. Authorized-dealer relationships with international and domestic manufacturers, plus the distribution of branded mattresses with proprietary technologies (pocket springs, memory foam, latex, Viro Safe antibacterial coating, TEMPUR material, 7-Zone systems), are the basis of the assortment.
The commercial platform is omnichannel: at least seven physical showrooms across Greater Jakarta (Grand Chandra Karya flagship at Pramuka, plus Kelapa Gading, Pantai Indah Kapuk, Sunter, Pondok Indah), Tangerang (Alam Sutera Premium Gallery, Cari Dekor, Gading Serpong/Verona Junction), Bekasi (Summarecon), Bandung, and Makassar (Summarecon Mutiara, Pengayoman), supported by an e-commerce website (chandrakarya.com) on the 82Cart platform and official Tokopedia and Shopee storefronts. Revenue is generated primarily through one-time retail unit sales with pricing in Indonesian Rupiah ranging from approximately IDR 4.5M (entry-level Lady Americana Richmond) to IDR 68M (King Koil Grand Classic), supplemented by paid delivery and installation services, project-based B2B orders via a dedicated Project Order channel, and recurring promotional events (Flash Sale, Clearance Sale, Mid Year Sale, Anniversary). Customer segments are predominantly individual Indonesian households, with a secondary corporate/project buyer segment.
The company operates as a privately held Indonesian corporation (PT) with 82 employees, no parent company, no subsidiaries, no disclosed external funding rounds, and no public listing. Marketing is executed through a 200+ article blog, an active social media presence across Facebook, Instagram, TikTok, YouTube, and Twitter/X, WhatsApp Business and phone-based sales support, and in-store promotional events, with payment processing limited to bank transfers via BCA and Mandiri to PT. Chandra Karya Pramuka accounts.
Chandra Karya firmographics
Firmographics- Name
- Chandra Karya
- Legal name
- PT. Chandra Karya Pramuka
- Website
- https://chandrakarya.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PT. Chandra Karya Pramuka is an Indonesian multi-brand furniture retailer, founded circa 1979, operating 7+ showrooms across Jakarta, Tangerang, Bekasi, Bandung, and Makassar, an e-commerce site, and Tokopedia/Shopee storefronts. It sells 20+ branded springbeds and full-room furniture to individual households and corporate project buyers.
- Ownership category
- akta.pro rank
Chandra Karya industry classification
Industry- Product category
- Home Furniture Retail
- NAICS
- Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)
Keywords
Where Chandra Karya is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices5 records
Markets served
Chandra Karya business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Retail Sales - Physical Stores: Revenue generated from direct retail sales of furniture and springbeds through multiple physical store locations across Indonesia. Customers purchase in-store with sales team assistance.
- E-commerce Sales: Revenue from online sales through the company's website (chandrakarya.com) and third-party marketplaces (Tokopedia, Shopee), with services including delivery and installation.
- Project Order - B2B/Bulk Sales: Bulk or project-based orders for corporate customers, government, or hospitality projects, serviced through a dedicated Project Order channel.
- Delivery and Installation Services: Additional revenue from delivery, packing, and installation services charged separately based on area, weight, and quantity of goods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across multiple springbed brands |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Chandra Karya product offering
Product offeringCore offering
Chandra Karya (PT. Chandra Karya Pramuka) operates a multi-brand home furniture retail business in Indonesia, selling springbeds, sofas, bedroom sets, dining sets, children's furniture, workspace furniture, and sleep accessories through 7+ physical showrooms, an own e-commerce site, and Tokopedia/Shopee storefronts. The company is an authorized dealer for 20+ springbed brands and additionally offers delivery, installation, and a Project Order service for bulk or corporate buyers.
Product overview
Chandra Karya is an Indonesian furniture retailer specializing in springbeds and home furnishings. The company operates as a multi-brand furniture outlet offering over 17 springbed brands (including international names like King Koil, Serta, Simmons, Therapedic, Tempur, and Lady Americana, as well as local brands like Comforta, Elite, Romance, and Dunlopillo) alongside complementary furniture categories including sofas, living room sets, dining room furniture, bedroom sets, children's bedroom furniture, workspace furniture, and sleep accessories. The product portfolio is organized around the core springbed category supplemented by full-room furniture solutions, with promotional offerings including Flash Sales and Clearance Sales. Chandra Karya positions itself as a mid-to-premium furniture retailer offering both branded and value-oriented products through physical retail locations across Indonesia and an e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Springbeds (multi-brand) Branded springbed mattresses from 20+ international and domestic manufacturers (King Koil, Serta, Simmons, Therapedic, Tempur, Lady Americana, Elite, Comforta and others), featuring technologies such as pocket springs, memory foam, latex, Viro Safe antibacterial coating, and cooling fibers. Sold to individual consumers and project buyers in-store, online, and through marketplace storefronts. Pricing typically ranges from Rp 4.5 million for entry-level Lady Americana Richmond to Rp 68 million for premium King Koil Grand Classic.
- Sofas Living room seating furniture in various styles and configurations for residential use, displayed in Chandra Karya showrooms and sold via the e-commerce site.
- Living Room Furniture Sets (Ruang Tamu) Complete living room furniture collections including sofas, TV racks, shoe racks, and decorative items, sold as full-room packages or individual pieces.
- Dining Room Furniture (Ruang Makan) Dining room furniture including dining sets and chairs in various styles, sold to consumers furnishing their homes.
- Bedroom Furniture Sets (Kamar Tidur) Complete bedroom furniture including bedroom sets, mattresses, and storage solutions, bundled with the springbed range.
- Children's Bedroom Furniture (Kamar Tidur Anak) Child-friendly bedroom furniture designed with safety features including Foam Encasement, Memory Foam, and Full Latex options, targeted at families furnishing a child's room.
- Workspace Furniture (Ruang Kerja) Home office furniture including ergonomic chairs and work desks designed for comfort during extended work sessions, targeted at remote workers and home-based professionals.
- Pillows and Bolsters (Bantal & Guling) Sleep accessories including pillows and bolsters from Romance and other brands, sold as add-on purchases alongside springbeds.
- Project Order (Bulk / B2B Furniture Procurement) Bulk and project-based procurement service for corporate, hospitality, and government buyers, providing quotations, coordinated delivery, and installation across multiple sites for branded springbeds and furniture.
- Delivery and Installation Service Separately charged delivery, packing, and installation service for furniture and springbeds, operated in-house for selected JABODETABEK and Bandung areas and via third-party logistics partners elsewhere. Free delivery is offered for certain areas within JABODETABEK and Bandung.
Quantifiable outcome
- Therapedic dr. Health mattress available at up to 57% discount during limited promotional periods (from Rp 19,550,000 to Rp 8,435,000)
- +1 more outcomes
Companies that use Chandra Karya
Customer profileSegments2 records
Ideal customer profiles2 records
Chandra Karya technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Chandra Karya partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- King KoilcoreAuthorized dealer for King Koil springbed products. Chandra Karya offers King Koil mattresses including Grand Classic and World Endorsed models featuring technologies such as Auto Body-Zoning, Vi-Guard anti-virus protection, and Breathable Support Foam.
- SertacoreAuthorized dealer for Serta springbed products. Chandra Karya offers Serta mattresses including Estate, Xtreme, iPosture, iBalance, and Marvelous models featuring Viro Safe antibacterial technology, 7 Zone Pocket Spring, and Cool Fiber Technology.
- SimmonscoreAuthorized dealer for Simmons Beautyrest mattresses. Chandra Karya offers Simmons products including Beautyrest Prestige featuring Pocketed Coil technology, Memory Foam with silver natural properties, and Swarovski crystal-accented headboards.
- TherapediccoreAuthorized dealer for Therapedic springbed products. Chandra Karya offers Therapedic mattresses including dr. Health with Water and Dust Repellent technology, Latex, and Pocket Spring. Also distributes SleepSPA by Therapedic sub-brand.
- Lady AmericanacoreAuthorized dealer for Lady Americana springbed products including the Richmond model featuring Everflex Trivium Spring, Sonocore Latex, and 3D Knitted Fabric technologies. Lady Americana is a US-based company established in 1982.
- Spring AircoreAuthorized dealer for Spring Air springbed products. Chandra Karya offers Spring Air mattresses featuring Nano Spring technology.
- ElitecoreAuthorized dealer for Elite springbed products. Chandra Karya offers Elite mattresses including Estima (with UltraFlex Spring, holding a MURI record for holding 76 people weighing approximately 4.1 tons) and Prestige models featuring DuraTech Corner Guard and Everflex Coil technology.
- DunlopillocoreAuthorized dealer for Dunlopillo springbed and latex mattress products sold at Chandra Karya showrooms.
- TempurcoreAuthorized dealer for Tempur memory foam mattress products sold at Chandra Karya showrooms.
- DreamlinecoreAuthorized dealer for Dreamline springbed products sold at Chandra Karya showrooms.
- SlumberlandcoreAuthorized dealer for Slumberland springbed products sold at Chandra Karya showrooms.
- ComfortacoreAuthorized dealer for Comforta springbed products. Chandra Karya also distributes the iSleep by Comforta sub-brand.
- RomanceminorAuthorized dealer for Romance springbed products sold at Chandra Karya showrooms.
- AirlandminorAuthorized dealer for Airland springbed products sold at Chandra Karya showrooms.
- FlorenceminorAuthorized dealer for Florence springbed products sold at Chandra Karya showrooms.
- AlgaminorAuthorized dealer for Alga springbed products sold at Chandra Karya showrooms.
- Sleep DreamminorAuthorized dealer for Sleep Dream springbed products sold at Chandra Karya showrooms.
- SerenityminorAuthorized dealer for Serenity springbed products sold at Chandra Karya showrooms.
- SuperfitminorAuthorized dealer for Superfit springbed products sold at Chandra Karya showrooms.
- Logistics and Delivery PartnersminorChandra Karya partners with trusted logistics companies for delivery services. The company operates its own courier for certain JABODETABEK and Bandung areas. All complaints regarding delivery are directed to the partnered logistics companies.
- Banking and Payment Partners (BCA and Mandiri)minorChandra Karya accepts bank transfers via BCA and Mandiri accounts under the name PT. Chandra Karya Pramuka. The company works with trusted banking and payment service providers to offer various payment methods to customers.
- TokopediaminorThird-party marketplace partner. Chandra Karya maintains an official store on Tokopedia (tokopedia.com/chandrakarya) for online sales.
- ShopeeminorThird-party marketplace partner. Chandra Karya maintains an official store on Shopee (shopee.co.id/chandrakarya180) for online sales.
Scale indicators4 records
Recent moves11 records
Expansion highlights5 records
Chandra Karya competitors and assessment
Company assessmentEmerging players
- Dekoruma: Dekoruma is an Indonesian online home and furniture marketplace with showrooms, aggregating multiple furniture brands alongside installation services. It is an emerging digital-first player with partial overlap with Chandra Karya's assortment and omnichannel model, targeting similar middle-class Indonesian household buyers.
- Livingo: Livingo is an Indonesian online-first home and furniture retailer offering living room, bedroom, and dining furniture from multiple brands. It is an emerging player competing with Chandra Karya in the digital channel for branded home furnishings purchases among Indonesian consumers.
Direct peers
- Fabelio: Fabelio is an Indonesia-headquartered online-first multi-brand furniture and home goods retailer with its own fulfillment and showrooms. It competes head-on with Chandra Karya in selling branded furniture to Indonesian consumers through both digital channels and physical experience points, with overlapping assortment across bedroom, living, and dining furniture.
- Olympic Furniture: Olympic Furniture is a long-established Indonesian furniture manufacturer and retailer operating showrooms across Indonesia. It is comparable to Chandra Karya as a multi-room Indonesian furniture retailer with its own brand portfolio, targeting overlapping middle-class consumers buying branded home furniture through physical retail.
- INFORMA (Kawan Lama Group): INFORMA is Indonesia's largest multi-brand home furnishings and furniture retailer, operating showrooms across major Indonesian cities. It is the closest direct competitor to Chandra Karya, offering a comparable multi-brand assortment (including living, dining, bedroom, and workspace categories) and an overlapping omni-channel strategy with physical retail at the core.
Broad incumbents
- Ruparupa (Kawan Lama Group / ACE Hardware Indonesia): Ruparupa is the e-commerce arm of Kawan Lama Group (parent of ACE Hardware Indonesia and INFORMA), selling home, furniture, electronics, and lifestyle products online across Indonesia. It is a broader incumbent overlapping with Chandra Karya's online furniture and home furnishings assortment while operating as part of a much larger multi-category retail group.
- IKEA Indonesia: IKEA Indonesia operates large-format showroom stores (including IKEA Living, IKEA Kota Baru Parahyangan, and the planned Jakarta store) selling furniture and home furnishings across the same categories Chandra Karya serves. It is a broader incumbent with a much larger international assortment and self-serve showroom model, competing for the same Indonesian household furnishing wallet share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Chandra Karya social profiles
Digital presenceChandra Karya financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chandra Karya leadership team
Management profileNumber of profiles
Chandra Karya funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chandra Karya M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chandra Karya
What does Chandra Karya do?
Chandra Karya (PT. Chandra Karya Pramuka) operates a multi-brand home furniture retail business in Indonesia, selling springbeds, sofas, bedroom sets, dining sets, children's furniture, workspace furniture, and sleep accessories through 7+ physical showrooms, an own e-commerce site, and Tokopedia/Shopee storefronts. The company is an authorized dealer for 20+ springbed brands and additionally offers delivery, installation, and a Project Order service for bulk or corporate buyers.
Is Chandra Karya a public or private company?
Chandra Karya is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Chandra Karya founded?
Chandra Karya was founded in 1979. It employs 51 to 100 people.
Where is Chandra Karya based?
Chandra Karya is headquartered in Jakarta, Indonesia, in the Asia region.
How does Chandra Karya make money?
Four revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Sales, project Order - B2B/Bulk Sales and delivery and Installation Services.
Who are Chandra Karya's main competitors?
Emerging players on record are Dekoruma and Livingo. Direct peers are Fabelio, Olympic Furniture and INFORMA (Kawan Lama Group). Broad incumbents are Ruparupa (Kawan Lama Group / ACE Hardware Indonesia) and IKEA Indonesia.
Does Chandra Karya have an API?
No public API is recorded for Chandra Karya.
What industry is Chandra Karya in?
Chandra Karya's product category is Home Furniture Retail. Its primary akta.pro industry code is CRAIAAAD, Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage). Its NAICS code is 449110 and its SIC code is 5712.