Matahari opens first ZES store in Jakarta

The brand seeks to create a wider lifestyle ecosystem.

PT Matahari Department Store Tbk has opened the first ZES store at Plaza Blok M Jakarta, marking the physical debut of its urban contemporary fashion brand.

Spanning 400 square  metres, the flagship outlet is designed as more than just a clothing store. Separate sections showcase menswear, womenswear, and ZES Curated, alongside a lifestyle corner with ZES Café, an interactive photobox, and exclusive merchandise.

The brand, introduced in late 2024, offers workwear and casual collections that combine chic and sophisticated design with everyday practicality, targeting young urban consumers seeking both style and comfort.

“Young people today are looking for inspiration and experiences,” Tommy Indra, vice-president of merchandising for special projects at Matahari told Retail Asia in an interview. “ZES is not just about selling clothes. We’ve added community collaborations, interactive spots, and even a pop-up café. All of these are designed to create a wider lifestyle ecosystem.”

Through the ZES Curated program, the brand works with fashion icons Tamara Dai and Alegeor, whose strong ties to urban culture bring unique personal style perspectives. Their selections are highlighted in a dedicated area, offering shoppers a more personalised, story-driven fashion experience.

The store also incorporates partnerships with SuasanaKopi and Tokyo 2100, adding coffee and culinary elements to reinforce ZES’ lifestyle positioning.

“Fashion cannot stand alone,” Tommy said. “Young people hang out in coffee shops, enjoy music, and create content. We want ZES to be present in that ecosystem.”

With strong traction since its launch, ZES strengthens Matahari’s portfolio of exclusive brands that already includes SUKO, Nevada, Connexion, COLE, and Little M. Positioned as a lifestyle-focused, urban contemporary label, ZES seeks to capture an underserved segment of the market.

“We position ZES for the urban contemporary segment, which has long been underserved,” Tommy said. “With a clear positioning, we believe ZES will become a go-to destination for young consumers looking for style inspiration.”