Bags & Accessories
Sophie Martin
The brand that started it all. Women’s handbags and accessories, designed in-house and loved across Indonesia since 1995. → sophiemartin.id
1995
Since
Fashion
Category
Indonesia
Market
WHAT THEY DO
The brand that started it all.
Sophie Martin is a women’s handbag and accessories brand, designed in-house and sold across Indonesia since 1995. It began in the garage of a home in Cipete, South Jakarta, with bags sold person to person.
From there it grew into one of Indonesia’s largest direct-selling companies. At its peak it counted 2.8 million members and 400 business centres, reaching Malaysia, the Philippines and Morocco — the first international office opening in Manila in 2002. In 2008 the company reorganised under the Sophie Paris umbrella, with Sophie Martin as its flagship brand.
INSIDE THE BUSINESS
What makes it work.
WHY IT IS PART OF BIWEL
Where it fits in the group.
Sophie Martin is where the group’s understanding of the Indonesian shopper comes from. Thirty years of selling person to person taught Biwel what sells, at what price, and through which channel — and exposed the two weak links, manufacturing and logistics, that the group went on to buy outright.
COMMON QUESTIONS
What is Biwel Group?
Can Formeo manufacture my brand’s products?
Does Flexofast only serve Biwel brands?
Is Biwel open to new partnerships or investment conversations?
Where are you based?
Do you work with brands outside Indonesia?