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Indonesia 2015 | Brand Profiles | 26 | Alfa

Company: Sumber Alfaria Trijaya Tbk PT

Brand value: US$398 million

Headquarter city: Tangerang

Industry: Retail

Year formed: 1989

Minimart chain innovates with online push

The Alfa brand covers Alfamart, a chain of more than 9,800 mini supermarkets across 17 Indonesian provinces. It also covers Alfamidi, which stands apart from other mini-marts by stocking fresh and frozen food in addition to store-cupboard staples, and Alfa Express – smaller format stores with a focus on range, value and convenience. Alfa has a majority stake in the Indonesian operations of Lawson, the convenience store chain. The company’s origins were in a trading and distribution business launched by Djoko Susanto and family in 1989, and moved into retailing a decade later. The business started its rapid growth phase in 2002, when it acquired 141 Alfa Minimart stores, and rebranded as Alfamart.

In 2012 the brand launched AlfaOnline, becoming the first mini-market in Indonesia offering online shopping, and Alfamart has a partnership with Jakarta-based regional airline Lion Air, allowing passengers to book flights in Alfamart stores. In 2015, Alfamart started to realise its international ambitions, opening 30 pilot stores in the Philippines through a joint venture with SM Investments Corp.