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 comparatively lean funding, especially when measured against competitors in the same industry which had secured larger rounds of capital. Fundraising during this period was challenging, but Dimas Harry Priawan chose not to follow prevailing trends or mirror competitor strategies. Instead, he remained focused on a core principle:

This disciplined approach paid off. In 2019, Dekoruma launched its first offline showroom, the Dekoruma Experience Center (DEC), in Kebayoran Baru, South Jakarta. The space served as a tangible extension of its digital platform, offering customers a more immersive and integrated retail experience.

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 supply chain reliability, 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 with all of its interior design clients fully served online. It wasn’t just prepared; it was ahead at bridging collaboration at a time of social distancing throughout the 2020 Pandemic. 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 founding, Dekoruma was acquired by Blibli Group for IDR 1.16 trillion—an important milestone for both the company and Indonesia’s evolving tech-retail landscape. Blibli’s acquisition of 99.83% of Dekoruma’s Series C shares reflected a strategic alignment, recognizing Dekoruma’s position as a key player in the home and living category.

Rather than pursuing aggressive capital-fueled expansion, Dekoruma focused on building a sustainable business model grounded in product-market fit, supply chain control, and customer insight. The acquisition by Blibli underscored Dekoruma’s ability to contribute meaningful value within a broader ecosystem.

For Blibli, the move supported its long-term omnichannel strategy, expanding its reach into home and living through a partner with complementary strengths. Dekoruma’s hybrid approach—combining digital-first operations with physical experience centers and private label manufacturing—offered a practical fit. For Dimas Harry Priawan and his team, the acquisition marked a moment of strategic validation after years of focused execution and market responsiveness.

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 also 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.”

“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 competitive landscape shaped by established global and local players, Dimas chose a differentiated approach—focusing on operational clarity and underserved market segments rather than direct head-to-head competition.

His strategy emphasized integration, customer experience, and adaptability, allowing Dekoruma to grow steadily and carve out a distinct position in the industry.

Endeavor played a supporting role in this journey, offering access to strategic mentorship, peer learning, and a broader network that helped sharpen Dekoruma’s direction and expand its perspective.