SIRCLO Acquires Orami, Strengthens Omnichannel Services

Platform developer startups e-commerce enablers SIRCLO today (07/4) announced its acquisition of platform digital parenting Now I. The value of the deal was not announced, it's just that the purpose of this strategic action is to combine the strengths of both businesses in providing digital services end-to-end to brand developers.

This agreement combines two companies that have served more than 100 brand from the scale of MSMEs to corporations, as well as reaching millions of consumers in 34 provinces of Indonesia.

In addition this action will incorporate nearly 1000 employees; Orami will continue to operate as a standalone entity integrated with SIRCLO services. Ferry Tenka (CEO Orami) will take on a new position as SIRCLO's Chief Marketing Officer and Hendrawan Kartika (President Orami) as Chief Financial Officer of SIRCLO.

"This corporate action can expand services enablers offered by SIRCLO for brand owners who want to enter the market online. Orami has a shopping site online that facilitates brand well-known in selling products for mothers and children. Here, we have a mission to join forces to help brand selling online in a more strategic, scalable and efficient manner," said SIRCLO Founder & CEO Brian Marshal.

Meanwhile Co-Founder & CEO of Orami Ferry Tenka added, "We see this synergy as a huge opportunity to accelerate Orami's growth, and at the same time, can also continue to accommodate the needs of the company. brand as well as consumers. Orami's ability to reach consumers broadly is in line with what SIRCLO has done so far as e-commerce enablers with a strong infrastructure and retail network. There's a lot of great potential to be explored."

As shopping service traction increases online, earlier this year Orami announced the strengthening of the application by releasing various features to make purchases easier. Besides, they also crowned themselves sebagai super parenting app with three main business pillars, namely: commerce, content, and community. The hope is that it can provide a comprehensive application to meet the needs of mothers and children.

Orami was founded in 2013 by Ferry Tenka, Eka Himawan, and Shannon Kalayanamitr. His business is supported by a number of investors, including SMDV, East Ventures, Gobi Partners, Velos Partners and Ardent Capital.

SIRCLO itself was also founded in the same year, 2013. Currently they are helping brand developers sell online through various solutions, such as SIRCLO Store for MSMEs and SIRCLO Commerce for corporations. In 2020, SIRCLO recorded a 4x surge in transactions supported by changes in consumer behavior during the COVID-19 pandemic. By the end of 2020 they claimed to have achieved profitability and posted a combined turnover of IDR 3,3 trillion.

Last August 2020, SIRCLO also just posted $6 million series B funding. Investors involved in this round include East Ventures, OCBC NISP Ventura, Skystar Capital, and Sinar Mas Land.

Meanwhile, another strategic action that the company has taken is to carry out to merge with ICUBE, technology solution provider agency E-commerce, the aim is to expand the business variants offered to customers brand.