DFI Retail revamps Guardian and IKEA stores for smarter shopping

Business is no longer purely transactional, but increasingly advisory.

PT DFI Retail Nusantara Tbk is changing how its stores and online channels work as Indonesian consumers become more selective in their spending, prompting the retailer to prioritise execution over rapid expansion across its Guardian and IKEA businesses.

“These initiatives are not isolated moves,” Diky Risbianto, head of communications and corporate affairs at DFI Retail, told Retail Asia. “They reflect how we are adapting our retail formats to remain relevant as consumer behaviour and market expectations evolve.”

The shift was highlighted during the group’s third-quarter result briefing in Jakarta in December, when management pointed to steady momentum at Guardian and operational gains at IKEA Indonesia.

Guardian has become the first health and beauty retailer in Indonesia to receive halal certification, putting the brand ahead of nationwide requirements expected in 2026.

“Halal certification strengthens Guardian’s positioning as a trusted destination, especially as consumers become more conscious about ingredients and safety,” Diky said in an emailed reply to questions.

In stores, Guardian has introduced a fresh layout at Grand Indonesia and Plaza Indonesia. The design combines interactive screens, personalised product tools, and premium beauty zones, moving beyond purely transactional setups.

“Consumers today want to understand products before they buy,” Diky said. “The role of the store is no longer purely transactional, but increasingly advisory.”

Guardian’s mobile app complements the in-store experience with skin analysers, augmented reality-based makeup try-ons, personal colour analysis, health tests, and ingredient information.

IKEA Indonesia has made similar adjustments online. Its official store on Shopee, launched in September, includes product details similar to what shoppers see in physical showrooms.

Product pages replicate showroom-level detail, including dimensions, materials, and usage guidance, so customers can assess suitability without visiting a store.

On the supply side, IKEA Indonesia works with 17 local suppliers producing items under the “Made in Indonesia” label, with products exported to more than 60 countries.

Guardian has improved product management to keep selections consistent across more than 350 stores nationwide.

DFI Retail is also sharing insights between its two businesses. IKEA’s structured store layout is being used to refine Guardian’s design, whilst backend digitalisation, including product tracking, has reduced operational complexity.

“By streamlining internal processes, our teams can focus more on strategic execution rather than manual tasks,” Diky said.

DFI Retail plans to expand Guardian selectively and explore artificial intelligence and automation at IKEA whilst keeping compliance a priority.

“Our priority is staying adaptive and execution-focused,” Diky said. “In today’s retail environment, the ability to operationalise change effectively is becoming a competitive advantage.”