What Modinity does

Modinity Group is an Indonesian privately-held fashion conglomerate that owns and operates a portfolio of eight distinct fashion and lifestyle brands, including Buttonscarves (founded 2016, modest fashion accessories), ZytaDelia (2015, lifestyle accessories), Calla The Label (2017, contemporary clothing), Nada Puspita (2018, modest fashion and ready-to-wear), Benang Jarum (2020, modest ready-to-wear, 15+ offline stores), TYGA (lifestyle fashion), Rizman Ruzaini (luxury occasion-wear), and RR by Rizman Ruzaini (accessible luxury). The group extended vertically into beauty in October 2021 with the launch of Buttonscarves Beauty, which sells Eau de Parfum, beauty tools, and makeup.

The company runs a direct-to-consumer model via a Shopify-based e-commerce platform (modinity.com) that aggregates all portfolio brands, complemented by a physical retail footprint across shopping malls in Indonesia and two stores in Malaysia. Distribution and supply chain operations are centralized through PT Alia Modinity Global, a wholly-owned subsidiary that manages inventory, logistics, order fulfillment, and retail delivery across the group's brands. The group serves multiple consumer segments — modest fashion consumers, contemporary fashion consumers, affordable luxury shoppers, and modern lifestyle consumers — through a horizontal segmentation approach spanning price points from accessible to luxury.

Modinity generates revenue primarily through one-time retail sales of fashion products across its branded e-commerce storefronts and physical retail locations. No public pricing tiers, no disclosed revenue figures, no funding rounds, and no management team details are available in the source data, indicating a privately-held, founder-controlled entity with an opaque financial profile. The company's competitive positioning rests on its multi-brand portfolio, integrated distribution infrastructure, and established offline retail presence in Indonesia.

Name

Modinity

Legal name

Modinity Group

Website

https://modinity.com

Company type

Private

Operating status

Operating

Short description

Modinity Group is an Indonesian privately-held fashion conglomerate operating eight owned brands (Buttonscarves, Benang Jarum, Rizman Ruzaini, Buttonscarves Beauty, and others) across modest fashion, contemporary, occasion-wear, and beauty, selling directly to consumers through Shopify-based e-commerce and mall-based retail in Indonesia and Malaysia.

Ownership category

akta.pro rank

Product category

Apparel and Fashion Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Modest fashion apparel
• Fashion brand portfolio
• Scarves and accessories
• Ready-to-wear clothing
• Occasion wear luxury

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fashion Retail Sales: Modinity Group generates revenue through direct-to-consumer sales of fashion products across its multiple branded e-commerce storefronts and physical retail locations. The group operates several fashion brands including Buttonscarves, Benang Jarum, Buttonscarves Beauty, Nada Puspita, ZytaDelia, Calla The Label, TYGA, Rizman Ruzaini, and RR by Rizman Ruzaini, selling clothing, accessories, scarves, bags, shoes, beauty products, and occasion-wear.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels1 record

Core offering

Modinity Group operates a portfolio of fashion and lifestyle brands selling modest fashion, scarves, accessories, ready-to-wear clothing, beauty products, and occasion-wear. The group sells directly to end consumers through a Shopify-based e-commerce platform (modinity.com) and physical retail stores across Indonesia and Malaysia. End-to-end distribution and supply chain operations are managed by its wholly-owned subsidiary PT Alia Modinity Global.

Product overview

Modinity Group is a fashion and lifestyle brand portfolio company operating multiple distinct brands under its umbrella. The company manages a diversified portfolio of fashion brands spanning modest fashion (Buttonscarves, Nada Puspita), ready-to-wear clothing (Benang Jarum, Calla The Label), occasion-wear (Rizman Ruzaini), accessible luxury (RR by Rizman Ruzaini), beauty products (Buttonscarves Beauty), and lifestyle accessories (ZytaDelia, TYGA). The group is supported by PT Alia Modinity Global, its distribution subsidiary that handles end-to-end supply chain operations. The portfolio ranges from luxury to accessible price points and operates primarily in Indonesia with some expansion into Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• Buttonscarves: Luxury lifestyle brand focusing on scarves and accessories, aiming to bring new trends in modest fashion. Products include printed scarves, bags, shoes, brooches, and prayer robes.
• Benang Jarum
• Buttonscarves Beauty
• Nada Puspita
• ZytaDelia
• Calla The Label
• TYGA
• Rizman Ruzaini
• RR by Rizman Ruzaini

Products and services

• Buttonscarves Luxury lifestyle brand focusing on modest fashion accessories such as printed scarves, bags, shoes, brooches, and prayer robes, founded in 2016. Targets consumers seeking new trends in modest fashion, with retail presence across Indonesia and Malaysia.
• Benang Jarum Ready-to-wear clothing line with high-quality, modern, clean-cut, modest, and simple style. Founded in 2020, with more than 15 offline store branches across Indonesia.
• Buttonscarves Beauty Subsidiary beauty line of Buttonscarves offering beauty care products including Eau de Parfum, beauty tools, and makeup. Launched October 2021.
• Nada Puspita Modest fashion brand focused on scarves, accessories, and stylish modern ready-to-wear clothing. Originally founded in 2018 as Nada Puspita Scarf, later renamed Nada Puspita. Operates 2 offline stores in Jakarta.
• ZytaDelia Lifestyle brand offering scarves, bags, shoes, brooches, and wallets. Founded in 2015, positioned for style, comfort, and every occasion. Operates several offline stores across Indonesia.
• Calla The Label Clothing label established in 2017 featuring themes of happiness, cheerful colors, bold patterns, and quirkiness. Made from comfortable organic fabrics, designed for everyday moments.
• TYGA Fashion brand built on human interaction, standing for inclusivity and connection. Celebrates individuality, embraces diversity, and builds community by creating a space where everyone belongs.
• Rizman Ruzaini High-end occasion-wear brand known for enduring elegance, expert craftsmanship, and timeless designs with signature silhouettes, fine details, superior materials, and class-leading workmanship.
• RR by Rizman Ruzaini Accessible luxury line from Rizman Ruzaini offering the latest collections for women and men, accessories, jewelry, footwear, and exclusive seasonal collections at affordable pricing without compromising craftsmanship or design integrity.
• PT Alia Modinity Global (Distribution Services) Wholly-owned distribution subsidiary managing end-to-end distribution, inventory management, logistics coordination, order fulfillment, and retail delivery for Modinity Group brands across multiple markets.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Modanisa: Turkey-headquartered global modest fashion e-commerce platform carrying hundreds of third-party and owned modest brands. Larger-scale incumbent operating across many markets; benchmark for what a scaled modest fashion platform looks like and a potential competitor as Modinity expands regionally.

Direct peers

• Fashion Valet: Malaysian multi-brand fashion platform that built and operated a portfolio of Southeast Asian fashion labels (including modest brands) under one umbrella. Highly comparable to Modinity's portfolio-based operating model and regional Southeast Asia focus.
• Kami Idea: Indonesian modest fashion brand focused on affordable hijabs, daily wear, and accessories for young Muslim women. Comparable to ZytaDelia and Nada Puspita in accessible price tier and modest fashion positioning within Indonesia.
• Shafiqa: Malaysian modest fashion brand specializing in hijabs, modest apparel, and accessories with established retail footprint. Directly competes with Modinity brands in the Malaysian modest fashion segment where Modinity has begun expanding.
• Mimpikita: Malaysian modest fashion brand offering scarves, ready-to-wear, and accessories with a strong online and offline presence. Comparable to Modinity's Buttonscarves and Nada Puspita in product mix and modest fashion positioning across the same regional market.
• Hijup: Indonesia's pioneering modest fashion e-commerce marketplace selling hijabs, abayas, and accessories directly to Muslim consumers. Closest direct competitor to Modinity's core modest fashion brands, operating in the same geography with overlapping product categories and target segments.
• Soraya: Indonesian modest fashion brand with scarves, abayas, and ready-to-wear, popular among young Muslim women. Directly competes with Buttonscarves and Nada Puspita in the same Indonesian modest fashion segment with similar price positioning.
• ESQA: Indonesian halal-certified beauty brand offering cosmetics and skincare. Most directly comparable to Buttonscarves Beauty as a homegrown Indonesian beauty brand targeting the same Muslim consumer demographic with similar regulatory and positioning considerations.
• Cottonink: Indonesian contemporary fashion brand offering women's apparel across casual, workwear, and modest categories with strong omnichannel presence. Comparable to Calla The Label and Benang Jarum in target demographic, Indonesian market focus, and brand-building approach.

Regional players

• Brodo: Indonesian footwear and accessories brand with strong omnichannel retail presence. Comparable as an Indonesian-born fashion brand that scaled from niche origin to multi-channel retail, illustrating a regional template relevant to Modinity's brand portfolio expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Modinity