, The First Curated Online Store in Indonesia


Bringing Design 2 The People


googleplus-shopdeca-1Jakarta, October 10th, 2013., a recently launched start-up focused on curated e-Commerce, showcases today their range of product and introduces some of the local designers behind the brands and their successful partnership at the recently opened Pong Me! Lounge.


The Ping Pong lounge has been chosen appropriately for the setting of the event, representing the mindset of the founder who is known to bounce ideas around the team, the designers and the current and future partners in order to build a vision that stimulates growth for all parties involved.


The vision of, bringing design to the people, is to create a community focused on product rather than price (nevertheless the price range always being accessible to a wide audience, ranging between 200.000 I270466v1DR and 2.000.000 IDR) and offer an assortment of carefully selected items to inspire and upgrade the customers’ lifestyle. Ultimately the goal for is to be the leading online destination in Indonesia for curated everyday design.


The assortment is composed of international and local designers, all of which share believe in: great product, quality and unique designs. “With many sites trying to sell everything to everyone, we wanted to take a fresh approach and be the first curated e-Commerce site in Indonesia. Our curators and merchandisers travel everywhere to meet with suppliers, designers, and brandowners to handpick the best selection of products online,” said Andreas Thamrin, the start-up’s Founder.


Presently, offers about 50+ brands and more then 1500 SKU’s: Herschel, Kite Design, Olenka, Cheap Monday, Nixon, Bellroy, What About Yves, Out of Print, Some are Thieves, Cut & Paste, just to name a few. The majority is still international but the focus over the next months will be on local brands and to build long lasting relationships with Indonesian designers. In the end, the gap between international and local origin should unite as the focus is on great design.


Julie De Cuyper,’s Co-founder, states: “ I am personally amazed by the creative talent of local designers and strongly believe that there is an international demand for new brands coming out of Indonesia. can help the local designers reach an international audience and become global brands. International shipping will be available before the end of the year thus creating a platform for international and Indonesian design to be accessible to all.”


Indonesia has recently been mentioned as the fastest growing e-Commerce market in the world. The number of middle-class and affluent consumers is expected to double by 2020 and the Indonesian consumers are extremely connected through digital technology. This just highlights the opportunity for, as the first curated online destination in Indonesia, to cater to a niche that has not yet been explored.


The main consumer is targeting is between 25 – 40 yrs. old. The purchasing motivation is personal pleasure, quality-oriented and search for uniqueness. But instead of putting the consumer in a box, they prefer to describe their community as being design enthusiastic, travelling, trend setting, online shoppers looking for something fresh & new to match their individual personality.


The team behind is composed of an eclectic mix of creative people with one thing in common: love of design. Graphic designers, musicians, art directors, architects, fashionistas and international travellers all work together.


Andreas Thamrin, the founder, born and raised in Indonesia has a tech and business background and wanted to combine his love of e-Commerce with his passion for design. The co-founder, Julie De Cuyper is the only ‘bule’ of the team; with her fashion background and extensive travelling she is bringing her international experience and vision to