Sarinah Duty Free is a complete duty-free shopping destination in the heart of the capital offering a selection of luxury goods, from fashion, jewellery, fragrances, liquor, wine, wellness, food and beverage products from both local and international brands. It is also dedicated to showcase handpicked MSMEs products.

Since reopening in March 2022, Sarinah has emphasised its position as a stage for Indonesian-made goods, providing a place for ‘micro, small and medium enterprises’ (MSMEs) and local brands, with the goal of promoting their work to a wider community. It strengthens its position as an Indonesian storefront to the world by providing a variety of retail products that are unique to Indonesian culture.

Officially opened in 1 February by Minister of State-Owned Enterprises, Erick Thohir, Sarinah Duty Free is formed through the strategic cooperation between PT Sarinah, Dufry International AG (which is the largest duty-free shop operator in the world) and Grupo Industrial Omega SA de CV.

“I remember when we first explored this collaboration, we had a clear mission to elevate Sarinah as a world-class retailer so that Indonesian products could reach the global market,” stated Erick Thohir at the Sarinah Duty Free Grand Opening at the Sarinah Building, Jakarta. He also asked Sarinah to expand the range of local Indonesian products and brands through Sarinah Duty Free in Indonesia and the Dufry network abroad.

Occupying an area of 1800 square meters on the fourth floor of the Sarinah Building, Sarinah Duty Free provides hundreds of international brands normally seen in Dufry outlets, ranging from liquor, cosmetics, glasses, watches, and many more. One-third of the store area is dedicated to displaying the MSME products which are strictly curated, ranging from chocolate, coffee, beer, wine, snacks, fashion, jewellery, fashion, textiles, to handicrafts.

President Director of PT Sarinah, Fetty Kwartati stated that Indonesian products at Sarinah Duty Free are presented with a storytelling concept, which is called House of Sarinah, centred on six themes: Taste of Spice, Bittersweet Memories, Embrace the Authenticity, Tailored to Perfection, Rejuvenate the Soul, and Heart-Warming Gifts.

“Here we combine international brands and national products. This is what distinguishes duty free in Sarinah from other countries. We curate local products very selectively, we pay close attention to the quality of the products, the designs, as well as the story telling narratives and the spirit. We interviewed the owner and researched how far the product could develop. In accordance with Sarinah’s mission, we will also sell Indonesian products in countries where duty free is located.” Explained Fetty Kwartati.

In addition, Fetty said, with the opening of Sarinah Duty Free it would not only serve the diplomat community and those with diplomatic immunity, but also local and foreign tourists who will travel abroad and already have their departure tickets.

“Travellers and tourists can pick up items that have been purchased from Sarinah Duty Free Jakarta at Gate 10 Terminal 3 International Departure Soekarno-Hatta Airport. Meanwhile the diplomatic community can bring the items directly after purchasing,” said Fetty Kwartati.

Sarinah Duty Free was also present at the international departure terminal of Bali’s I Gusti Ngurah Rai International Airport which was specifically dedicated to selected products from Indonesia to meet the needs of foreign tourists.

Sarinah Duty Free, Sarinah Building 4th Floor
Jalan M.H. Thamrin No. 11, Menteng
IG: @sarinahindonesia

Sari Widiati

Sari Widiati

Sari has been an arts and culture enthusiast for many years. She has written extensively on the arts, travel, and social issues as Features Writer at NOW! Jakarta.