One of the most respected online media and forum with an interesting summary of news from all major cities in the world, Superfuture last night presented an interesting interview with an owner of Escalier Store and also part of the Potato Head Group named Emmelyn Gunawan. A fashion graduate from RMIT University in Melbourne, Australia talked about how did she personally get involved in retail, vision and mission of the concept store, the economic growth in Jakarta and overall in Indonesia, about which brands does Escalier stock, the influence of the rapid growth of local brands in Indonesia, as well as about the development of Potato Head Group in the future. Below are some explanations that are taken from the article. To read the full interview between Andreas Mueller of Superfuture with Emmelyn Gunawan, you can visit and click this link.
Indonesia is a country on the move, and nowhere else has the frantic pace of progress and growth been so evident as in jakarta, its behemoth capital city. Along with the steadily increasing wealth of a large part of its inhabitants, the city’s retail infrastructure has gone leaps and bounds, as boldly manifested by dozens of glittering malls along congested six-lane highways that meander through an ever-expanding metropolitan jungle. But while the size of retail offerings in general and foreign brands in particular, has dramatically expanded, a growing demographic of savvy jakartans has become saturated with the usual offerings they come across and are more and more looking for niche labels that cater to their discerning taste level.
Escalier is closely connected to the potato head hospitality chain. Could you elaborate on this link, and how did you personally get involved in retail?
When my brother Jason gunawan and his business partner Ronald Akili decided to open the Potato Head Beach Club on Bali, they had always envisioned having a retail space on the premises, so it all happened quite naturally. They knew i had a fashion design background and I proposed myself to be included in running the retail outlet with two other partners. I was very lucky that they trusted me from the beginning to manage it and to do anything I wanted with it. I have always dreamed to have my own store where I could spill my ideas and I could travel to source and buy. The whole idea of curation is always an exciting adventure for me. I have been very blessed!
What made you decide to set up shop in the senayan area?
Jakarta is a whole different ball game compared to Bali. On Bali, we get thousands of international travelers walking in and out of the store each day. But Jakarta is a fast-growing mecca for business, lifestyle products, as well as top hospitality establishments on a par with leading global cities. We feel that our portfolio could expand and we could establish Ecalier as a solid retail business. Especially regarding Potato Head’s expansion, we feel it is also time to our business a notch up. We chose the south side of jakarta, which is the central business district, because of Potato Head Garage. This venue was already established there, and they got offered that space. Consequently, we then got offered to provide the retail side of it. Our space in jakarta is half of Bali’s, but we feel it is somehow better for us as it shows a more curated store.