DFI Retail Turns Guardian and IKEA Indonesia Into Consultation-Led Retail Experiences
The famous retail brands pivot from price wars to advice-based retail under a new, localized strategy.
PT DFI Retail Nusantara is transforming Guardian and IKEA stores in Indonesia from transaction-focused outlets to consultation-led shopping experiences, backed by double-digit growth at Guardian in Q3 2025 and IKEA's September 2025 marketplace launch on Shopee.
The move responds to Indonesia's retail market trajectory, projected to reach US$49.9 billion by 2029 at 4.7% compound annual growth, while e-commerce stabilizes around 22% of total sales.
Guardian Indonesia, which became the country's first health and beauty retailer to receive halal certification in 2025, is installing interactive screens and augmented reality makeup try-on tools in redesigned stores at Grand Indonesia and Plaza Indonesia. The Guardian mobile app now includes skin analysis features and personalized product recommendations.
Leighton Cosseboom
Halal Certification Drives Trust and Traffic
Guardian's halal certification aligns with 2026 regulatory requirements and addresses ingredient concerns among Muslim-majority shoppers. "The role of the store is no longer purely transactional, but increasingly advisory," said Diky Risbianto, Head of Communications at DFI Retail. The certification contributed to high single-digit same-store sales growth in Q3 2025 across Guardian's 350-plus Indonesian locations.
IKEA Indonesia launched its official Shopee store with detailed product specifications mirroring physical showroom displays, including materials, dimensions, and assembly instructions. The marketplace integration supports DFI Retail's three-year transformation strategy targeting 7% to 10% online sales by 2028.
Leighton Cosseboom
Local Suppliers and Digital Backend Integration
IKEA Indonesia collaborates with 17 local suppliers producing "Made in Indonesia" products exported to more than 60 countries, emphasizing localization and sustainability priorities. The furniture retailer achieved a healthy profit in Q1 2025 through operational streamlining and digital backend integration.
DFI Retail digitalized inventory tracking and product management systems shared between Guardian and IKEA, reducing manual tasks and allowing teams to focus on strategic execution. The company applies IKEA's structured store layouts to refine Guardian's design approach.
Leighton Cosseboom
Market Forces Behind Advisory Retail
Indonesia's e-commerce share stabilized at 22% in 2024 and is projected to hold at 21.8% through 2027, pushing retailers to compete on consultation value rather than price alone. 88% of Indonesia's online shoppers are in their 20s and 30s, with 40% using digital wallets for purchases.
Scott Price, CEO of DFI Retail Group, outlined a 2025 to 2028 transformation plan through franchise models and growth across multiple platforms. "We're positioned to deliver sustained growth through quality and convenience at great value," Price said.
Leighton Cosseboom
Selective Expansion Over Rapid Growth
DFI Retail plans a selective expansion for Guardian and is exploring artificial intelligence and automation at IKEA, prioritizing adaptability over increasing store counts.
Indonesia’s modern retail spaces (predominantly malls) are currently exploring AI solutions to analyze foot traffic and improve sustainability.
Guardian maintains consistent product selections across all locations, while the mobile app's health tests and personalized tools contribute to the brand's more than 10% e-commerce penetration in Indonesia.
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