SOPHIE Paris, one of Indonesia’s largest names in fashion, beauty, and home living retail, announced on Feb 28, that it will take 100% of its business online before the end of 2018.

Since its inception in 1995, Sophie Paris has gained recognition as a pioneer in Indonesia’s direct-to-consumer marketing space. At a time when most brands in the local fashion game were opening brick-and-mortar shops, Sophie Paris started out as an asset-light enterprise from day one.

The company built up and mobilised a nationwide sales force of more than 250,000 individual distributors. Today, Sophie Paris ships today approximately 200,000 parcels per month in Indonesia.

The company’s new chairman Sven Mattsson from Sweden has joined the team in an active role. Mattsson is known for his 17-year tenure in leading positions with Oriflame between 1988 and 2005 — the last five years as the CEO.