Outmaneuvering Giants: How Dimas Harry Priawan (Dekoruma) Carved a Unique Path in Indonesia’s Furniture Industry

In an industry dominated by international giants like IKEA and established local players like Informa, it would have been easy for a new player to get lost in the noise.

But Dimas Harry Priawan, CEO and Co-Founder of Dekoruma, didn’t just survive—he redefined the game and built a category of his own. Founded in 2015 with fellow Endeavor Entrepreneur Aruna Harsa, Dekoruma started as a bold idea in a complex industry: home and living.

At the time, most major furniture retailers relied heavily on offline channels and massive showrooms. Dekoruma went the other way. From day one, it focused on building a fully online-first platform, a decision that would later prove to be visionary, especially when the pandemic accelerated digital adoption five years later.

Where Informa catered to large homes and IKEA banked on global Scandinavian designs, Dekoruma zeroed in on urban Indonesians living in smaller spaces, especially young families and apartment dwellers. The brand quickly became known for its localized, space-saving, and multifunctional furniture inspired by Japanese-Scandinavian (Japandi) aesthetics—products that felt intentionally designed for the real lives of Indonesian consumers.

But the road was anything but smooth.

A David vs. Goliath Story in Retail

Between 2015 and 2019, Dekoruma operated with far less funding than its competitors. Other companies like Fabelio had already raised significant capital, making fundraising a real uphill battle. But rather than chase trends or mimic competitors, Dimas stuck to a clear mantra:

That clarity paid off. In 2019, Dekoruma launched its first offline showroom, the Dekoruma Experience Center (DEC), in Kebayoran Baru, South Jakarta, creating a seamless bridge between its online platform and physical retail.

That same year, the company began building its own private label and welcomed custom orders that could be catered to in-house by Dekoruma. This allowed the company to provide more cost-efficient, customized products without compromising on variety—something most furniture startups struggle with.

Having initially launched as an online-based marketplace, Dekoruma had its digital infrastructure firmly in place by the time COVID-19 hit. It wasn’t just prepared; it was ahead. With its supply chain under control and product-market fit already established, the company was well-positioned to navigate the pandemic’s challenges.

Blibli Acquisition: The Payoff of Playing the Long Game

In 2024, nearly a decade after its humble beginnings, Dekoruma was acquired by Blibli Group for a staggering IDR 1.16 trillion, marking a major milestone not just for the company, but for Indonesia’s entire tech and retail ecosystem. By acquiring 99.83% of Dekoruma’s Series C shares, Blibli signaled loud and clear: Dekoruma has become a category leader with undeniable strategic value.

This wasn’t just a headline-worthy exit; it was a validation of Dekoruma’s ability to go head-to-head with global giants and emerge stronger. While others burned capital chasing growth, Dekoruma quietly built a sustainable business with a solid product-market fit, controlled supply chain, and deep customer insight.

Being acquired by a major player like Blibli—fresh off a 97% YoY increase in consolidated gross profit in 2023 (Rp2.4 trillion)—is proof that Dekoruma had built something truly valuable: a business that could scale, survive shocks, and add immediate value to a much larger ecosystem.

For Blibli, the move wasn’t just about entering the home and living category; it was about doubling down on a long-term omnichannel retail strategy. Dekoruma’s unique hybrid model, combining online-first DNA with physical experience centers and private label manufacturing, made it a perfect fit. For Dimas Harry Priawan and his team, the acquisition was the ultimate payoff for years of staying focused, playing their own game, and building a brand that was impossible to ignore.

The Endeavor Effect: From Gaining Insights to Making Impact

While Dimas’ success may look inevitable in hindsight, he is quick to credit one key accelerator in his journey: Endeavor.

Selected as an Endeavor Entrepreneur in 2021 at the 22nd Virtual International Selection Panel, Dimas describes the experience as transformative—not just for his business, but for himself as a founder.

One such friend is Fadly Sahab, CEO of ZAP, who despite working in a different industry, shares similar entrepreneurial challenges.

Dimas recalls a pivotal moment during his Virtual ISP, when Endeavor Board Member Raoul Oberman gave him a simple but game-changing piece of advice: “Upgrade your camera and lighting setup.”

It may sound small, but it dramatically improved how his business was perceived during critical fundraising meetings.

“The presentation is just as important as the pitch,” Dimas reflects.

Today, Dimas doesn’t just take from the Endeavor network; he pays it forward. He now serves as a mentor for Scale Up by Endeavor, helping rising founders navigate the same hurdles he once faced.

Dimas Priawan’s Legacy: Owning the Niche and Inspiring the Next Generation of Founders

In a market saturated with global giants and local titans, Dimas chose not to compete on the same playing field. Instead, he built a new one.

He didn’t just survive the game; he changed the rules, focused relentlessly on underserved segments, and proved that with clarity, resilience, and the right support, it’s possible to outmaneuver the big names and come out ahead.

And through it all, Endeavor was a catalyst in his journey. The insights, the network, the peer support that we provide helped transform Dekoruma into a brand that could hold its own against anyone.