Siji Lifestyle: Pioneering Indonesian Home Decor for Global Markets

Siji Lifestyle, a home decor enterprise based in Yogyakarta, Indonesia, stands out as a shining example of entrepreneurial success in the international arena. Founded by Achmad Kurnia, a graduate of a university in Yogyakarta, Siji Lifestyle began its journey from humble beginnings in bamboo cottages and warehouses in 2007.

After working briefly for renowned handicraft and furniture companies post-graduation, Achmad pursued further studies abroad in international business through a scholarship, laying the foundation for Siji Lifestyle.

"What intrigued me was the idea of marketing a single product from a single country on a global scale," Achmad explained during a visit to his factory in Trirenggo Village, Pandowoharjo, Bantul Regency, DI Yogyakarta.

Unlike many local businesses that primarily target domestic markets, Siji Lifestyle has been focused on exporting from the outset, driven by the lack of significant local demand.

"Our largest market comprises 95% exports, with 40% to Europe, 45% to America, and the remainder to Japan, South America, and the Pacific," Achmad revealed.

"Domestic potential is limited due to low purchasing power and differing preferences in design," he added.

Utilizing local labor and community assistance, Siji Lifestyle has garnered global attention, achieving an impressive revenue of Rp 10 billion.

"Our revenue has increased by approximately 25% from our target," Achmad proudly stated.

One of Siji Lifestyle's key advantages in the global market lies in its use of natural fibers such as banana stems, water hyacinth, corn husks, rattan, and wood bark, combined with modern minimalist designs favored by its target audience of middle to upper-class consumers.

Furthermore, the company's focus on creating collectible items and actively engaging in specialized meetings and exhibitions has expanded its market reach.

"We've developed a design concept from there, enabling customers to customize orders based on our offerings," Achmad elaborated.

Despite its successes, Siji Lifestyle has faced challenges, particularly during the pandemic, when increased home beautification efforts abroad led to a surge in orders. However, container shortages and skyrocketing prices posed significant cash flow issues.

In response, Siji Lifestyle received assistance from the Indonesian Eximbank (LPEI), securing Rp 1.6 billion in financing through the Coaching Program for New Exporters (CPNE), which lasted for one year.

"Hopefully, our ongoing communication and business growth will enable LPEI to offer even greater support in the future. Additionally, we appreciate their support through exhibitions and other means," remarked Irwan Prasetiyawan, Head of the LPEI Surakarta Regional Office.

Siji Lifestyle's journey exemplifies Indonesia's potential in the global market, showcasing the ingenuity and resilience of its entrepreneurs in navigating challenges and seizing opportunities on an international scale.

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