The city of Bandung and its surrounding areas are widely known as one of Indonesia’s key garment and apparel production hubs. From this region, a wide range of fashion products are produced and distributed to many parts of the country. It is no surprise that many fashion businesses have emerged from this ecosystem, ranging from small-scale ventures to brands that now manage their own production.

Within this environment, many entrepreneurs begin their journey with simple experiments—starting as resellers, selling through marketplaces, and utilizing social media to reach more customers. One such example is Nuritari.

The fashion brand started its journey as a reseller with relatively small sales volumes.

“We started as a reseller. Back then we only sold about one plastic bag a day, around 10–20 items,” the owner recalled.

Over time, the business continued to grow. Today, Nuritari no longer only sells products but also operates with its own design and production team. Orders that once amounted to only a few dozen items a day have now grown to thousands.

Adapting to Marketplaces and Live Streaming

The rapid growth of e-commerce has also transformed the way sellers connect with customers. Beyond marketplaces, live streaming has become a popular channel for sellers to interact directly with buyers. The Nuritari team has also embraced this approach, hosting live sessions up to twice a day.

However, like many other businesses, the journey has not always been smooth. Fluctuating sales, changing economic conditions, and challenges such as orders that never convert into transactions or fraudulent purchases have become part of the realities that entrepreneurs must face.

Despite these challenges, the owner of Nuritari believes that consistency remains one of the most important keys to sustaining a business.

“This business is not just about us. It’s also about the team that works with us every day. That’s why we have to keep pushing forward so the business can continue to grow,” he said.

As Shipping Volumes Continue to Grow

As orders increase, shipping needs naturally grow as well. Products that were once shipped in small quantities now need to reach customers in cities across Indonesia every day. In this process, logistics systems become a crucial part of online business operations.

Since 2017, Nuritari has partnered with J&T Express to support the delivery of its products. For sellers handling large order volumes, pick-up services have become particularly helpful for daily operations.

“Sometimes the packages are only ready late at night, but they can still be picked up. That really helps our operations,” he explained.

In addition, shipping systems that are integrated with marketplaces help sellers manage growing orders more efficiently.

“Most of our customers actually come from eastern Indonesia, including Papua. We also have many customers from Java, especially East Java,” he added.

The owner of Nuritari also acknowledges that reliable logistics support plays a crucial role in ensuring products reach customers more quickly.

“So far we haven’t had any major issues working with J&T Express. Their team is always responsive and helpful,” he said.

For Nuritari, the journey from a small reseller to a business capable of shipping thousands of packages every day did not happen overnight. Behind it lies a long process of adaptation, teamwork, and the support of a growing digital ecosystem that continues to help the business expand.