Anak Teknik ini Sukses Bawa Brand Lokal ini MENDUNIA! (Sejarah Brodo)

Summary

Brodo, a local Indonesian shoe brand, was founded in 2010 by Yuka Harlanda and Putra Dwi Kurnia, who started by selling leather shoes to friends. The brand gained popularity among young people and was even chosen as the official footwear for the 2018 Asian Games. Despite facing challenges like quality issues and customer complaints, Brodo overcame them with passion and support from their team and family. They expanded their business online and offline, opening stores and collaborating with local artists and events, becoming a symbol of quality local products and a strong community.

Takeaways

• 👟 Brodo was founded in 2010 by Yuka Harlanda and Putra Dwi Kurnia while Yuka was in his final year at the Bandung Institute of Technology.
• 🛠️ Yuka's struggle to find affordable formal shoes in his size led him and his friend Putra to create their own leather shoes, which became the starting point for Brodo.
• 💰 The business began with Yuka and Putra pooling together IDR 7 million to produce 40 pairs of shoes, which they marketed through preorders.
• 🛒 In 2011, Brodo leveraged Kaskus, Indonesia’s largest online marketplace, to reach a broad target market and successfully expand.
• 💼 By 2012, they established Brodo as a formal business entity, PT Brodo Ganesha Indonesia, and opened their first store in Kemang, Jakarta.
• 📈 Despite early challenges, including customer complaints and production issues, Brodo persevered and saw its sales increase by 400% in its third year.
• 🏀 Brodo became the official footwear partner of Garuda Bandung in 2016, PSSI in 2017, and the Asian Games in 2018, boosting its brand recognition.
• 👨‍👩‍👦 In 2020, Brodo collaborated with musician Dochi Sadega and his family, releasing a special family-themed footwear collection.
• 👗 In 2022, Brodo partnered with actress Dian Sastro Wardoyo for the 'Lestari Project,' creating shoes inspired by traditional Sumba textiles to support cultural preservation.
• 📊 By 2024, Brodo had expanded its presence with two stores and two pop-up locations, planning to scale up to 10 times more stores by the end of the year.

Q & A

What challenge did Yuka Harlanda face that led to the creation of Brodo?

Yuka Harlanda needed formal shoes for his final project presentation at ITB, but couldn't find shoes in his size (45-46) at an affordable price. This led him to create his own shoes, sparking the idea for the Brodo brand.

How did Yuka and Putra initially fund their business?

Yuka and his friend Putra used their personal savings to fund the business. They pooled together IDR 3.5 million from Yuka and IDR 3.5 million from Putra (borrowed) to produce their first 40 pairs of shoes.

Why did Yuka and Putra choose the name 'Brodo' for their brand?

They liked the name 'Brodo' because it includes the word 'Bro,' representing brotherhood, even though the Italian word 'Brodo' means broth and has no direct connection to shoes.

What strategy helped Brodo expand its target market in its early days?

Brodo utilized online forums, particularly Kaskus, the largest Indonesian buying and selling forum at the time, which allowed them to reach a diverse target market across different demographics and age groups.

How did Brodo transition from an online brand to physical retail?

After building an online presence, Brodo participated in events like Bright Spot Market in Jakarta and partnered with retail stores like The Goods Dept, which helped them establish a physical retail presence.

What setback did Brodo face in 2014, and how did they recover?

In 2014, Brodo faced customer complaints about undelivered orders and production delays during a busy period. They resolved these issues with team and family support, leading to a strong comeback in 2016 when they became the official partner of Garuda Bandung basketball club.

How did Brodo's partnership with the Asian Games in 2018 impact the brand?

Brodo's collaboration as the official footwear for the 2018 Asian Games significantly boosted their reputation. They released six limited-edition sneaker designs and sold nearly 1,000 pairs during the event.

What unique marketing strategy did Brodo adopt in 2020 to broaden their market reach?

In 2020, Brodo collaborated with Dochi Sadega from the band Pee Wee Gaskins and his family to release a family-themed shoe collection, which helped Brodo connect with a broader, more diverse audience.

What was the purpose of Brodo's collaboration with Dian Sastro in 2022?

The collaboration with Dian Sastro in 2022 focused on promoting sustainability. Together, they launched the 'Lestari' project, producing shoes inspired by traditional Sumba ikat motifs. Proceeds from this project supported children in Nusa Tenggara Timur.

What future expansion plans does Brodo have, as mentioned in 2024?

In 2024, Brodo plans to expand its retail footprint by increasing its store locations tenfold, from two main stores and two popup stores to a significantly larger presence by the end of the year.