Erigo's Journey From Local Brand to International Brand

 

By : Valeshia Trevana

Ruang Jurnalis, Medan. Indonesia has a lot of potential to develop the Indonesian brand to penetrate the international world.

Of course, penetrating the international world is not an easy thing. However, this Indonesian brand called Erigo has managed to overcome difficulties to penetrate Time Square, New York.

Erigo is a brand that focuses on fashion for women and men. Erigo wants to present products for young people who want to look trendy, semi-formal, casual and comfortable.

Muhammad Sadad founded Erigo in 2013. The target of the Erigo brand is the Millennial Generation and Generation Z. Sadad first sold his clothing line at Pop-Up Store Events such as the Jackcloth store and so on.

In 2016, Erigo succeeded in attracting the attention of the Indonesian Local Independent Brand Community. Sadad also succeeded in increasing his workforce by 50 people. Erigo expanded its warehouse by 400 m².

In 2019, Erigo opened a shop to expand its target market. Erigo also succeeded in recruiting 80 workers and 40 Pop-Up Stores. He also opened his official shop on the Shopee and Join SBS platforms.

In 2020, Erigo succeeded in opening 5 more stores by adding 100 workers and expanding its warehouse by 6,600 m². Then, in 2021 Erigo again increased its workforce to 350 workers. Erigo also increased its warehouse area to 24,000 m². Erigo also managed to take part in New York Fashion Week.

From January to May 2022, Erigo will tour throughout Indonesia, from Aceh to Papua by opening more than 100 Pop-Up Stores. Erigo also introduced Dedy Cobuzier as their first investor.

Since 2017, Erigo has carried out many campaigns. This campaign was not only carried out in several countries, such as: Japan, India, USA and New York. (erigostore.co.id)