1. Startups

Sirclo Acquires Warung Pintar and Forms a Group of Companies

Sirclo Group is now dealing with three pillars of solutions, namely solutions for Enterprise, Entrepreneur, and New Retail business models

Sirclo, company e-commerce enablers, announced the acquisition of Warung Pintar. After the acquisition, Warung Pintar will be incorporated as part of the Sirclo Group to jointly present solutions omnichannel comprehensive for the principal brand, distributors, business actors, to final consumers. This step marks second corporate action Sirclo after acquiring Orami in April 2021.

This acquisition places Brian Marshal as CEO of Sirclo Group and Agung Bezharie (Co-founder and CEO of Warung Pintar) will lead Sirclo's new business pillar, namely the 'New Retail' service. In addition, Danang Cahyono (COO of Sirclo) will lead the 'Enterprise Solutions' business pillar and Ferry Tenka (Orami's CEO) will lead the 'Entrepreneur Solutions' business pillar.

This job categorization also provides a clear picture of the pillars of the Sirclo Group solution, namely solutions for Enterprise, Entrepreneur, and MSMEs, as well as New Retail business models such as stalls.

With this merger, Sirclo Group recorded: more than 150 thousand brand which have been served accumulatively; more than 500 thousand stall or grocery store owners; reach of more than 15 million end consumers; and more than 80 distribution points spread throughout Indonesia.

In official statement, Co-Founder & CEO of Sirclo Group Brian Marshal said, this acquisition is based on the similar mission of the two companies to make it easier for all business actors in Indonesia to sell in various online to offline.

Strengthening the B2B2C business model

Utilizing reliability in terms of technology infrastructure and retail distribution networks, Sirclo, and Warung Pintar strengthen their position by leveraging the potential of the B2B2C business model through strategic omnichannel commerce which combines sales channels online and offline in a balanced way.

He continued, after more than eight years of working in the B2B business model for brand scale enterprise and entrepreneur, Sirclo realizes that the retail ecosystem does not escape the role of warungs and grocery stores as an option to fulfill the daily needs of the Indonesian people.

“The importance of product availability, distribution channel efficiency, easy access for brands to reach partners up to end-consumer, as well as the potential of warungs for the economic sector in general, encourage us to focus on the B2B2C business model by collaborating with Warung Pintar in our ecosystem," he said, Wednesday (26/1).

In the New Retail pillar, Sirclo will focus on empowering warungs through a variety of digital products and services to increase transparency and efficiency in distribution channels, access to national principals or distributors, product availability, and capital loans.

Meanwhile, through the Enterprise pillar, Sirclo provides technology services end-to-end which can be customized for the principal or brand big. The Entrepreneur business pillar provides services based on Software-as-a-Service (SaaS), including store provisioning online ready to use for MSME-scale businesses.

More Coverage:

Sirclo Group will also expand the reach fulfillment center for principal or brand large, so that the end consumers can benefit more in terms of logistics and price. Development is also carried out from an operational perspective end-to-end by prioritizing strategy omnichannel commerce agar brand of any scale can focus on product development.

Co-Founder & CEO of Warung Pintar Agung Bezharie said, “We see that this strategic step will increase strategic values to accelerate the development of Warung Pintar products and services. In the future, we want to open up more opportunities and bring greater transparency and efficiency to every MSME actor, so that warungs can recover from the impact of the pandemic and grow together.”

According to Agung, this synergy can accommodate brand to increase its visibility into warungs as the largest distribution channel in Indonesia, so that principals or brands are able to reach more end consumers. Not only that, he also believes that this strategic step marks a great opportunity for both entities to have a wider impact on the retail ecosystem, and even the economic sector in Indonesia in general, especially in order to prepare for changes that are constantly occurring.

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