Matahari (the “Company”; stock code: “LPPF”) a leading fashion, footwear, beauty and lifestyle retailer in Indonesia is proud to announce the launch of its exclusive private label brand, SUKO. With the introduction of SUKO, Matahari embarks on a journey to reshape the retail landscape and offer customers an exceptional shopping experience that combines convenience, style and quality.
Inspired by the concept of simple minimalist and basic fashion that prioritizes comfort with a stylish collection selection, SUKO is ready to become part of the daily life and habits of Indonesian people. As an initial collection, SUKO released a collection of Men's & Women's Clothing, both Shirts, pants, T-shirts, outerwear, dresses and accessories available at prices ranging from IDR 129,000 to IDR 499,000. The brand's distinctive features involve a soft and neutral color palette with the use of selected materials that reflect the sun's sustainability plan.
Rachel Stack, Chief Merchandising Officer of Matahari stated, “For the past few years, we have been committed to offering our customers everyday apparel that enriches their lives and puts comfort first. SUKO demonstrates our dedication to this mission by providing brands that not only meet but exceed our customers’ expectations.”
Strategically placed inside Matahari outlets across Greater Jakarta, Surabaya, Bali, Semarang, Bandung, Medan, Yogyakarta, Makassar and other cities in Indonesia, SUKO is now available in 20 stores, with 14 more stores to be opened in Q4 2023. This expansion allows SUKO to reach a wider customer base and fulfill its mission to provide high-quality apparel to more consumers.
Tommy Indra, VP of Merchandising for special project Matahari, “The name “SUKO”, comes from a combination of Japanese and Indonesian, inspired by the word "SUKA," which translates as "like" or "something we like" the SUKO brand name reflects Matahari's commitment to creating label products that bring happiness and a sense of pleasure to customers”.
“SUKO’s collection is also carefully designed to meet the challenges of Indonesia’s tropical weather. Premium technology materials such as Supima Cotton, known for its durability, color retention against color changes are the mainstay. Quick Dry technology, which dries 2 times faster than other Cottons and is equipped with odor control makes SUKO perfect for all seasons that often occur in Indonesia. Soft-Touch ensures a smooth texture, wrinkle and irritation resistance, providing a comfortable dressing experience. SUKO is committed to continuous improvement to ensure that customers get affordable and high-quality products that can improve their daily lives,” Tommy continued.
As Matahari's fashion continues to grow and expand, SUKO's debut is an important step in aligning with the minimalist clothing trend and creating a brand that resonates with a diverse customer base. This effort is made as Matahari's dedication to not only fulfilling consumers' fashion preferences but also to helping them enhance their sense of comfort through the clothing choices they wear.
Through SUKO, Matahari has full control over production, from selecting the best raw materials to implementing very strict quality control. This approach ensures that every SUKO-labeled product is a testament to excellence and a reflection of Matahari's unwavering commitment to customer satisfaction.
SUKO marks Matahari’s entry into a new market segment and is in line with the company’s strategic plan to expand beyond conventional sales. The introduction of SUKO signifies Matahari’s determination to enhance the consumer experience and reposition the brand in a way that suits the modern consumer.
Matahari is proud to present the SUKO collection, setting a new standard for high-quality, fashionable and comfortable clothing for customers in Indonesia, as a manifestation of Matahari's commitment to innovation, customer satisfaction and transformative retail experiences.
