Brand enters premium Jakarta lifestyle hub, targets localized products including hijab line

A pre-opening event at Xexymix's first store in Indonesia. [Xexymix]
A pre-opening event at Xexymix's first store in Indonesia. [Xexymix]

Xexymix announced Monday that it has opened its first store in Indonesia at ASHTA District 8, a premium lifestyle hub in Jakarta.

Ahead of the official opening, the brand held a pre-opening event June 9-10, inviting more than 40 local celebrities and influencers. An outdoor yoga class held June 9 for general customers sold out immediately after registration opened.

Indonesia's premium athleisure market has virtually no global brand presence beyond Alo Yoga, which entered in 2024 — even Lululemon, the world's top athleisure brand, has no official store there. Xexymix tested the market last year through a pop-up project called "Xexymix in the City," held at a fine-dining venue in central Jakarta, and confirmed the market's potential. Local sales in 2025 grew 176 percent year on year.

The brand plans to accelerate its market entry through a localization strategy. It will expand its hijab and long-sleeve lineups to suit Indonesia's climate and cultural characteristics, and will focus on locally tailored products such as skirts designed for tennis and padel — sports gaining popularity among younger consumers.


andy@heraldcorp.com