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Bobobobo 'goes offline' with Pondok Indah store
Known for offering well-curated local and international brands, fashion retailer Bobobobo has "gone offline" with a flagship store at Pondok Indah Mall 2.
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Bobobobo, an online fashion retailer, has just launched its flagship store on Thursday in Pondok Indah, South Jakarta, to offer a shopping experience that only a physical store can provide to customers. (Shutterstock/File)
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ifestyle e-commerce platform Bobobobo on Thursday opened its first offline store at Pondok Indah Mall 2 (PIM2) in South Jakarta.
Established in 2013, the fashion retailer is known for offering well-curated local and international brands, although the offline store offers a smaller range of products than the Bobobobo online platform.
During Thursday's grand opening, Bobobobo CEO Jimmy Akili told The Jakarta Post that the store was designed specifically to offer customers an intimate shopping experience. “Our offline store is small, and we [curated] the products to suit the South Jakarta market,” he said.
When asked about the reason behind opening a physical store, Jimmy said, “Online and offline are merely channels," while pointing out that an offline store had features that could not be offered online, such as human interaction and the opportunity to try on clothes.
Jimmy added that store attendants could also serve as stylists. “We will invite [professional] stylists too,” he said.
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Bobobobo offers a relatively affordable collection of clothing, accessories and footwear starting at Rp 299,000 (US$20). “We want to show customers that our products are versatile and accessible,” he said.
In line with its intimate shopping experience concept, Bobobobo is holding “Girls' Day Out” shopping program for VIP members, allowing customers to close the shop for one hour for private shopping.
Jimmy said the program had no minimum charge, but VIP members needed to make an appointment.
Bobobobo's offline store also followed an environmental design concept, Jimmy said, and that hanging lengths of fabric were used as partitions, not walls.
He said that the fabrics would be replaced every few months and would be used to create a limited-edition collection in collaboration with fashion designers. (kes)
