Jakarta, August 27, 2026 – Erajaya Active Lifestyle [Stock Code: ERAL] officially continues Gentlewoman’s expansion in Indonesia with the opening of its second store at Pondok Indah Mall 1, South Jakarta. This move follows the successful opening of Gentlewoman’s first store at Mall Kelapa Gading 3 in April 2026, while also serving as part of the brand’s strategy to expand its presence and strengthen its connection with the fashion community in South Jakarta.
Carrying the theme “Southbound: The Gentle Takeover,” the opening of Gentlewoman’s second store embodies the brand’s journey from North Jakarta to South Jakarta. More than just a retail space, the concept offers an experience that combines fashion, styling, personalization, and lifestyle for visitors. The choice of Pondok Indah Mall 1 reflects the characteristics of South Jakarta consumers, who are fashion-forward, socially connected, and have a strong sense of personal style, while also providing greater access to Gentlewoman’s collections, known for their minimalist, clean, and distinctive designs.
“The opening of Gentlewoman’s second store at Pondok Indah Mall 1 is part of Erajaya Active Lifestyle’s strategic efforts to further develop our portfolio of Asian fashion brands in Indonesia. Following the positive response to our first store at Mall Kelapa Gading 3, we see increasingly strong opportunities to bring Gentlewoman closer to consumers in South Jakarta. Through this store, we aim to offer a brand experience that is not only fashion-relevant, but also provides consumers with a space to express their personal style,” said Djohan Sutanto, CEO of Erajaya Active Lifestyle.
The grand opening of Gentlewoman’s second store featured The Gentle Capsules, an intimate trunk show presenting nine looks through three different styling perspectives. Adi Suranta presented The Modern Capsule, featuring a modern and effortless aesthetic; Erich Al Amin showcased The Limitless Capsule, exploring fashion across different body types; while Imelda Untoro presented The Timeless Capsule, highlighting an elegant and timeless style. Together, the three capsules convey one key message: Gentlewoman fits every age and every body, while demonstrating how Gentlewoman’s collections can be interpreted according to diverse personal styles and individual needs.
As part of the event, Gentlewoman welcomed more than 100 influential figures from the fashion industry and community, ranging from celebrities and mega influencers to fashion enthusiasts, representing the diverse identities of modern women in Jakarta. Their presence reflects Gentlewoman’s efforts to build closer connections with the local fashion community while strengthening the brand’s presence in South Jakarta.
Complementing the collection, Gentlewoman’s second store also offers personalized experiences through The Gentle Cover Studio, inviting visitors to step into the spotlight as a cover star, as well as The Gentle Charm Bar, where visitors can create their own bag charms using a selection of beads, initials, and Gentlewoman mini-icons. These experiences are designed to make the store more interactive while bringing Gentlewoman’s brand character to life in a holistic way.
The expansion is further amplified through a cross-industry collaboration with XPENG through The Southbound Convoy. A convoy of XPENG G6 vehicles featuring distinctive Gentlewoman visuals traveled from Mall Kelapa Gading 3 to Pondok Indah Mall 1, symbolizing Gentlewoman’s journey from North Jakarta to South Jakarta.
Through the opening of its second store, Gentlewoman continues its expansion journey in Indonesia by creating a space that brings the brand’s character to life in its entirety. The store is expected to become a destination where consumers can explore Gentlewoman’s collections while enjoying a more personal, interactive, and relevant fashion experience that reflects the lifestyle of today’s urban women.
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