Decorous Experd
    Category: Entrepreneurs By : Gloria Haraito Read : 4230 Date : Sunday, April 06, 2014 - 11:17:34


    Ahmad Zamroni / Forbes Indonesia

    Eileen Zulkarnain Rachman, 63, is a rare entrepreneur who has found success in two very different fields: retailing and human resources. Her furniture retailing business Decorous is a leading purveyor of luxury furniture while her other company Experd is a leading human resources consultancy.

    As with many entrepreneurs, she started as a professional, in a job that combined the two fields of her current success. She was a human resources manager in the 1980s for the Kawan Lama group, one of the country’s best retailers, best known for its iconic Ace Hardware, Toys Kingdom, Informa and other outlets. The group is owned by tycoon Kuncoro Wibowo and his family, who are worth an estimated $910 million.

    In 1986, she and Kuncoro visited a furniture exhibition in Italy and discovered Saporiti, a luxury furniture brand. They were so impressed with the furniture that they decided to import and retail the brand. “Me and Kuncoro have the same passion for furniture,” says Eileen.

    With Rp 200 million in investment, the two formed PT Decorous Mitra Selaras in 1986 to sell the furniture under the retail brand Decorous. Kuncoro took the majority stake. Eileen got a minority stake and the responsibility to manage and develop the retail outlets.

    After Saporiti, Decorous added more premium brands to its store, such as Milliken from the U.S., Formica from New Zealand, Vitra from Switzerland, Magis and Kartell both from Italy. The furniture is priced from Rp 2 million to Rp 80 million. She did whatever was necessary to support her brand, such as buying a workshop for the Formica brand (which was sold in 2012). In 1986, with six partners, Eileen also founded PT Sarana Exhirindo, a human resource consultancy that provides services such as employee training, recruitment and psychological research. It operates under the brand Experd.

    To make life easier, Eileen bases both companies, Decorous and Experd, in the same five story building in the Kemang area of Jakarta. On the ground floor, there is a Decorous showroom while Experd’s offices occupy the upper floors. In the same building, there is also Spinach, a DJ school and recording studio owned by Eileen’s son, Audi Riri Mestica Rachman, who has the stage name of DJ Riri. In this building, Eileen employs 200, and another 40 in a 3,000 sqm warehouse outside Jakarta. Total annual revenue for the two companies is Rp 110 billion, divided by Rp 50 billion for Experd and Rp 60 billion for Decorous. For her achievements, consultancy EY recognized Eileen as one of the finalists for its Entrepreneurial Winning Women award in 2011.



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