Stallone Tjia
Dec 17, 2025
Belgian bag brand Hedgren has officially opened its first standalone store in Jakarta, located at Pondok Indah Mall, South Skywalk Level 2. This opening marks a strategic step for Hedgren in strengthening its presence in the Indonesian market as it looks ahead to 2026.
Hedgren Opens Its First Standalone Store in Jakarta
Hedgren has been present in Indonesia since 2016 through PT Yuna Asia, with its products previously available at leading department stores such as SOGO, Central, and Metro Department Store. The launch of this standalone store reflects Hedgren’s commitment to getting closer to Indonesian consumers while offering a more complete and personalized shopping experience.
Looking toward 2026, Hedgren plans to expand its product portfolio. While the brand has long been known for its women’s bag collections, it will introduce a wider range of unisex and versatile travel bags designed to support a modern, dynamic lifestyle and to be used by all genders.
Carrying the tagline “Whoever You Are, Wherever You Go, Hedgren Fits You”, Hedgren presents a wide variety of bag styles that embody the principle of function meets design. The collection includes handbags, waist bags, tote bags, backpacks, and luggage. “Hedgren is known for its modern, simple designs that are highly relevant to urban lifestyles, without compromising on functionality,” said Putri Savana, Marketing Executive of Hedgren Indonesia. “Every detail is carefully designed to ensure practicality, comfort, and a stylish look.”
In terms of materials, Hedgren continues to strengthen its commitment to sustainability. Its products are made from high-quality, water-repellent materials that are easy to maintain, with an increasing focus on environmentally friendly components. “Starting this year and moving forward, around 70 percent of the materials we use will come from recycled materials,” added Herlianne Silomba, Brand Manager of Hedgren Indonesia. “This is part of Hedgren’s commitment to creating products that are not only functional and aesthetic, but also more environmentally responsible.”
Hedgren collections are priced starting from IDR 800,000, with an average price of around IDR 1.7 million, depending on the product category and type.
With the opening of its first store in Jakarta, Hedgren is optimistic about reaching a wider range of Indonesian consumers and positioning itself as a go-to bag brand for various activities—from work and travel to everyday active lifestyles.
