The retail industry serves as a dynamic and thriving sector that encompasses various aspects of consumerism. In recent years, there has been a notable surge in the representation and empowerment of women within the retail industry, with women assuming prominent leadership roles and making significant contributions to its growth and innovation.

Fetty Kwartati, the CEO of Sarinah in Indonesia, brings a wealth of experience and expertise to her role. Through strong business acumen skills, she has been instrumental in driving the company's success. With an extensive background of 17 years at her previous corporation, Fetty's wealth of experience adds immense value to her current position at Sarinah.

In an in-depth conversation with Women Entrepreneur magazine, Fetty shares with us her professional journey and the various lessons she has gathered on the way.

Let’s hear it from her.

Introduce us to Sarinah. Tell us about the underlying idea behind the venture and its key areas of specialization.

Sarinah is a state-owned enterprise that underwent a transformation in 1962 to become a department store and retail shopping center in Indonesia. This pivotal shift was initiated by our esteemed founding father, President Sukarno. Throughout its history, Sarinah has played a significant role in advancing the country's retail industry, with a particular focus on promoting and nurturing local products and SMEs.

The core philosophy driving Sarinah is to offer customers a comprehensive one-stop shopping destination encompassing a wide array of high-quality products across diverse categories. Notably, Sarinah's specialization lies in celebrating Indonesian culture, encompassing fashion, beauty, crafts, and fostering local partnerships. In doing so, Sarinah takes immense pride in promoting Indonesian culture, supporting local artisans, and showcasing their talents and partnerships to a global audience.

“Passionately championing local products & cultural creativity, i envision sarinah as a beacon of indonesian retail, inspiring growth & celebrating our nation's vibrant heritage”

Throw light on the various responsibilities you shoulder as the CEO of Sarinah. What are your key focus areas in terms of driving growth for the company?

As the CEO of Sarinah, I embrace a multitude of responsibilities aimed at driving the company's growth. A critical area of success lies in elevating the customer experience by constantly innovating and adapting to evolving consumer demands. This encompasses curating an enticing product assortment, optimizing store layouts, expanding our online presence to deliver a seamless shopping experience, and prioritizing the cultivation of strong relationships with our suppliers and partners.

In doing so, we ensure a sustainable and mutually beneficial collaboration throughout the labor supply chain. Moreover, I am steadfast in nurturing and developing our talented workforce, empowering them to excel in their respective roles and contribute significantly to Sarinah's growth trajectory.

In your opinion what are some of the most critical challenges you encounter as a leader in the Asian retail space? What steps do you undertake to overcome these roadblocks?

As a leader in the retail industry, I consistently face numerous critical challenges. The evolving market dynamics brought about by the COVID-19 pandemic, changing consumer preferences, intense competition, limited resources, and technological limitations are just a few examples. However, it is imperative for companies to adapt and proactively stay ahead.

By anticipating industry trends, investing in market research, and leveraging data analytics, we can gain valuable insights into consumer behavior. Additionally, I firmly believe in fostering an adaptable organizational culture that encourages innovation and embraces technology. This enables us to enhance operational efficiency and maintain relevance in the market.

How has Sarinah’s growth journey been so far? Tell us about some of the most memorable milestones the venture has achieved so far?

Sarinah's growth journey has been truly remarkable, transforming Sarinah into an iconic destination and a must-visit place in Indonesia. It has become a melting pot that transcends segments and genders, offering an immersive experience where visitors can shop, dine, and learn. The combination of product creativity, cultural richness, and exceptional customer experience has solidified Sarinah as a coveted destination.

Our commitment to excellence and customer satisfaction is evident through several significant milestones we have achieved. Notably, our retail footprint has expanded beyond the current locations. We have received numerous government assignments to establish Sarinah in new places, marking an exciting new chapter in our journey. These achievements reflect our dedication to continuous growth and providing unparalleled experiences, positioning Sarinah as a prominent player in the retail industry while upholding our commitment to excellence and customer satisfaction.

How do you foresee the Asian retail landscape evolving going forward? What roadmap have you set for Sarinah to align it with said industry evolutions?

The Asian retail landscape is currently experiencing a notable transformation driven by digitalization, evolving consumer behavior, and emerging technologies. Sarinah recognizes the need to align with this industrial revolution and has set a comprehensive roadmap that places emphasis on innovation and omni-channel integration. We are actively investing in e-commerce capabilities, enhancing our online presence, and utilizing data-driven insights to personalize the shopping experience for our customers. Additionally, we are embracing sustainability initiatives, promoting eco-friendly practices, and integrating responsible business strategies into our operations. By continuously adapting to the ever-evolving retail landscape, Sarinah remains committed to staying at the forefront of industry trends and meeting the evolving needs of our customers.

Fetty Kwartati, CEO, Sarinah

With an educational background that includes an MBA and a bachelor's degree in economics from Indonesia, Fetty's nearly 30 years of work experience have provided her with a solid foundation for developing and growing Sarinah, while passionately promoting Indonesia's local products, SMEs, and creative endeavors. Being the sole retail company owned by the government, Sarinah has a strong emphasis on promoting Indonesian culture through local products and SMEs, showcasing exceptional creativity and craftsmanship.