Surabaya, October 22, 2026 – Erajaya Active Lifestyle [Stock Code: ERAL] officially brings Gentlewoman to Surabaya with the opening of its store at Pakuwon Mall Surabaya. This marks Gentlewoman’s expansion into East Java, broadening consumer access to the Bangkok-based fashion brand known for its minimalist, modern, and distinctive designs.
Gentlewoman’s arrival in Surabaya marks a new milestone in the brand’s journey in Indonesia, creating opportunities to connect more closely with local consumers and the fashion community. Through this store, Gentlewoman brings its apparel, signature bags, and accessories to one of Surabaya’s leading lifestyle destinations, with a retail space that reflects the brand’s modern and playful character.
“Gentlewoman’s arrival in Surabaya is part of our efforts to expand the brand’s reach while bringing our fashion portfolio closer to consumers across Indonesia. Surabaya has a strong identity and community, particularly in the development of its fashion and lifestyle scene. We therefore see Gentlewoman’s presence in this city as an important step toward building closer connections with consumers in East Java,” said Djohan Sutanto, CEO of Erajaya Active Lifestyle.
Launch of Three New Collections
Alongside the opening of its Surabaya store, Gentlewoman introduces several new collections, each offering distinct styles and inspirations:
- Petaline Whisper highlights lace details, ruffles, and delicate floral patterns in a palette of ivory, blush, and powder blue.
- Dormitory Darlings draws inspiration from campus style, featuring oversized bows, striped patterns, pastel tees, and tailored shorts in shades of pink, sky blue, and navy.
- Theory of the Wind offers light, relaxed silhouettes, ranging from ombré denim and ruffle skirts to balloon trousers in shades of blue, olive, and ivory.
Embracing the theme “A Femme, Romantic,” the grand opening of Gentlewoman at Pakuwon Mall Surabaya features a feminine and romantic atmosphere, brought to life through floral decorations, ribbon details, and a soft pink color palette. The concept reflects Gentlewoman’s feminine side through an elegant yet playful visual approach, in keeping with the brand’s character.
A variety of activities are also featured to celebrate the store opening, from a Photo Booth Corner where guests can capture memorable moments against a romantic backdrop to a Mini Charm Bar where they can create bag charms that reflect their personal style. Guests can also enjoy pink macarons and mini burgers, along with beverages from GA/GA Indonesia, adding to the grand opening experience. The celebration is further enlivened by a DJ performance featuring soft pop and city pop music, creating a warm and enjoyable atmosphere.
The grand opening of Gentlewoman in Surabaya is also attended by 50 key opinion leaders (KOLs), as part of the celebration marking the opening of Gentlewoman’s first store in East Java. Their participation reflects Gentlewoman’s approach to building connections with the local fashion community while introducing the brand through perspectives and voices that resonate with Surabaya consumers.
Through the opening of its Surabaya store, Gentlewoman continues to expand its presence in Indonesia, bringing the brand’s distinctive character and experience closer to consumers in East Java. This marks another step for Gentlewoman in building connections with local communities while strengthening its reach in Indonesia’s fashion market.
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Corporate Affairs