Anton Wirjono

  • Current company The Goods Group
  • Country Indonesia
  • Inudstries Consumer

Jakarta native Anton founded The Goods Group in 2010 in hopes of becoming the “universal provider of everything cool.” Today, the chain of multi-label stores based in Jakarta, Indonesia, is fast becoming a major hub for fashion and lifestyle products from a selection of local and international brands. The Goods Group includes a retail business, The Goods Department, which offers customers a highly-curated selection of distinctive fashion and lifestyle products. In addition to this The Goods Group consists of two restaurant lines, The Goods Cafes, a casual eatery attached to the retail locations, and The Goods Diner. The retail locations cater to middle-class and affluent customer bases with exclusive brand partnerships. The restaurants offer customers hard-to-find menu options with an international twist. All units

The Goods Group retail and restaurant locations collectively average over 60,000 visitors per month. The first two retail stores have achieved average sales per square meter of US$300. By appealing to internationally-inclined Indonesian consumers, The Goods Group delivers significant value to its affiliated brands and businesses. The store and restaurant platform also provides guidance on pricing, quality control, and supply chain sustainability to inexperienced local suppliers. Anton possesses a unique fluency in Indonesian pop culture that he has applied to marketing efforts. In addition to its consumer products, The Goods Department features rotating events such as art exhibitions and screenings that cater to his hip target demographic.

Endeavor has connected Anton with investors as he negotiates a round of funding that will enable him to expand to 17 retail outlets and 18 restaurants. Anton seeks Endeavor’s network of global mentors for strategic guidance in tying these business units together into one coherent whole. With the introduction of an e-commerce pilot, The Goods Group is set to capture even more of the growing middle-class base in Indonesia. This scale up will require ensuring supply chain sustainability, increasing marketing investment, and expanding distribution channels.

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