Berrybenka Performs Business Transformation, Focuses on Selling Own Products

Berrybenka announced changes to the company's strategy. Now Berrybenka only focuses on selling brand locally produced independently through an independent label.

To the media, CEO of Berrybenka Jason Lambuda revealed that this plan has been prepared since the end of 2017, based on existing trends and potential.

“Previously we had many products from various brand and merchant, and the end of 2017, we decided to make our own production and stop selling from brand and merchant which exists. Currently Berrybenka has already transformed into Indonesian Fashion Brand. "

Starting from the beginning of 2018 until the beginning of May 2018, Berrybenka claims that the revenue achieved through online and offline sales of homemade products reaches up to 70-80%. Based on these results, the remainder of merchant existing ones were later removed from Berrybenka.

"This is important for us to do, in order to accelerate our next program," said Jason.

Do outsourcing for tailors and convection

To ensure the design and quality of fashion products, accessories and more, Berrybenka decided to do outsourcing for tailors to convection workers in Greater Jakarta and Bandung. As for the designer and pattern making, everything is done by Berrybenka's own team.

Asked whether Berrybenka will open up more opportunities with tailors and other convection partners, for now there is no such plan, Berrybenka is still focusing on the number of existing outsource partners.

Another change made by Berrybenka related to this change in strategy is to make updates to the app and site. By minimizing the category and choice of fashion products from merchant previous.

"If previously our display was full of various fashion products from Berrybenka merchants, now because we only focus on homemade products, we reduce the number," said Jason.

Although it has removed existing merchants, Berrybenka is still open to collaboration with designers, local brands and services E-commerce and marketplace to collaborate with Berrybenka.

“Could be later service E-commerce like MatahariMall, which is now starting to focus on fashion, can be our partner by adding a collection of fashion products from Berrybenka, in service E-commerce them," Jason said.

Currently, Berrybenka's local products have more than 6 thousand products, consisting of clothing, accessories, shoes and bags.

In-store pay and return features

Berrybenka already has the first flagship store in Jakarta, which is located in the Central Park mall. Inaugurated flagship store This program is expected to target women aged 25-35 to visit the Berrybenka store. For its own offline store, Berrybenka is already present in Greater Jakarta, Medan, Semarang, Cirebon, Surabaya, Solo, Bali and Lombok.

"Still focused on the concept of O2O (online-to-offline) we will continue to increase the number of offline stores outside Jakarta. Of course, adjusting the location and demand from Berrybenka customers, "said Jason.

In addition to offering affordable prices, starting from Rp. 149 thousand to Rp. 349 thousand, Berrybenka also launched the "Pay at Store" and "Return at Store" features, which provide an opportunity for customers to place an order online at Berrybenka but pay at an offline store. Berrybenka also provides direct delivery to the customer's home, to then return the item directly to the store or via courier.

“Currently we have not carried out the delivery process via courier at that time when the product has been tried by the customer as other players have done. But if the performance is good and there is an opportunity for the service, maybe we will provide it later," said Jason.

With campaign rebranding #TheNewBerrybenka, it is hoped that the changes and new appearance of Berrybenka, can increase the number of customers who still like the in-person shopping experience, but can also enjoy more convenience and services when shopping online. These two things are the focus of the next Berrybenka.