MR.DIY expands to Indonesian suburbs in search of growth

The company has grown to more than 850 branches in just seven years.

MR.DIY, Malaysia’s biggest home improvement retailer, is expanding into the Indonesian countryside amidst increasing saturation and rising competition in the cities where, admittedly, consumer disposable income is higher.

“Suburban markets are crucial for us because they’re home to communities seeking convenient access to household essentials,” Edwin Cheah, president-director at MR.DIY Indonesia, told Retail Asia. “Expanding into suburban areas allows us to serve a broader base while maintaining our core values.”

Since opening its first store in Indonesia in 2017, MR.DIY has rapidly grown to more than 850 branches, many of which are in suburban areas. The company now has 4,000 stores worldwide.

MR.DIY Indonesia sets up stores near residential areas to maximise convenience. “Our goal is to bring essential products closer to suburban households,” Cheah said.

More than half of its workers come from outside Java. “Hiring locally in suburban areas strengthens our connection with the community and supports job growth,” he added.

Keeping suburban stores well-stocked can be a challenge in Indonesia, the largest country in Southeast Asia and the 14th largest in the world. MR.DIY partners with local logistics providers to keep stocks high.

With more than 18,000 products across 10 categories from household items and hardware to electrical, furnishing and toys, MR.DIY tailors its selection to meet the needs of suburban communities. “We adapt our offerings to fit suburban demand.”

“Through our partnerships, we overcome logistical barriers and ensure product availability regardless of location,” Cheah said, adding that this ensures customers always get what they are looking for.

Key to MR.DIY’s suburban strategy is its commitment to “Always Low Prices,” ensuring consistent pricing across all stores. “We want suburban shoppers to enjoy affordable prices wherever they are,” Cheah said.