“Turning Indonesians’ dream homes a reality through tech”

Dekoruma is transforming the home and living sector across the country 

Dimas Harry Priawan set up Dekoruma with a mission to make Indonesians’ dream houses a reality. “I wanted to help people build homes not houses. A home is where you need to be comfortable physically and psychologically. It is a place where people stay with their family and have the best time of their lives.” he says. Their journey started with an idea to sell a sofa through their online platform. Today, they have transformed from an e-commerce platform that sold furniture into a one-stop-shop for home and living. Dekoruma connects home furnishing merchants, interior designers, contractors and property developers with consumers. 

The Journey 

The startup took shape in 2015 at a time when customers and contractors were paying up to 20% extra to buy furniture while setting up their homes. The lack of digitisation in the home and living sector was leading to increased spending and inefficiencies for consumers, owing to the number of steps involved in buying furnishing. Dekoruma’s success in creating an e-commerce platform in the niche space of home living allowed them to solve the larger problems faced in various aspects of building a home. Two years after their launch, Dekoruma added ‘thudio’ services to their offerings, providing interior design project management allowing consumers to directly connect with interior designers digitally. 

Technology plays an important role in every step of Dekoruma’s business processes. They use it to revolutionise the sector by accelerating growth and development. From design consultation to finished modular homes, every step is made transparent. 

Finding a niche

Dekoruma’s signature style is called ‘Japandi’, a blend of Japanese and Scandinavian aesthetics. It is born from Japan’s ‘Wabi-sabi’ aesthetic (which finds beauty in imperfection) and Scandinavian lifestyle and philosophy of ‘Lagom’ (which means balance). But what gives Dekoruma its edge?

“We are digitising the way designers, contractors, consumers communicate and how a project is managed. We standardise the flow of product, payment exchanges and processes, so that everyone can work within the same SOPs. This way workflows can be understood by everyone, simplifying the entire process of building a home” explains Dimas. 

Expansion: Creating a one-stop-shop for homes

Understanding the struggle faced by people trying to find a place of residence, Dekoruma also launched Dekoruma Property, which sets them apart from their peers in Indonesia. Dekoruma Property comes with the convenience of choosing the best new or secondary residence as per consumer needs. To provide a physical store experience for their online-to-offline offerings, Dekoruma also launched their Dekoruma Experience Center (DEC), to offer space inspirations and consultations with designers. 

Today, Dekoruma has expanded manifold to become Indonesia’s trusted one-stop-shop for homeowners having served 1 million+ customers. With partnerships of more than 5,000 interior designers and contractors, the startup also has a network of nearly all Tier-1 and Tier-2 property developers in Indonesia. Dekoruma’s growth has been inspiring. They are one of the few companies that have successfully integrated the supply chain of home and living end-to-end. 

“By having BEENEXT with us on our journey, we got more than just capital. There is always trust, liberty and wisdom. With the experience of being founders themselves, the team always suggests finding a balance between the valuations and creating values. That’s something we appreciate, and it has shaped us to where we are right now” Dimas smiles. 

We are elated to have been a part of Dekoruma’s journey in reimagining the ever-expanding home and living sector.