SIRCLO Acquires Orami, to Advance Omnichannel Services

E-commerce enabler startup SIRCLO today (07/4) announced its acquisition over Orami digital parenting platform. The value is not disclosed, but the objective is to combine the strengths of both services to provide end-to-end digital services and brand developers.

The agreement combines two companies that have served more than 100 thousand brands from the MSME to corporate scale, and reaches millions of consumers in 34 provinces in Indonesia.

In addition, this action will combine nearly 1000 employees; Orami will continue to operate as an independent entity integrated with the SIRCLO service. Ferry Tenka (CEO Orami) will take on a new position as SIRCLO's Chief Marketing Officer and Hendrawan Kartika (President Orami) as SIRCLO's Chief Financial Officer.

"This corporate act can expand services offered by SIRCLO for brand owners intend to enter the online market. Orami has an online shopping site that facilitates well-known brands in selling products for mother and child needs. In fact, we have a mission to join forces in helping brands selling online in a more strategic, scalable and efficient manner," SIRCLO's Founder & CEO, Brian Marshal said.

Meanwhile, Orami's Co-Founder & CEO, Ferry Tenka added, "We see this synergy as a very big opportunity to accelerate Orami's growth, and at the same time, to accommodate the needs of brands and consumers. Orami's ability to reach consumers broadly is in line with SIRCLO's operation as an e-commerce enabler with a strong infrastructure and retail network. There are so many extraordinary potentials to explore."

Orami's super parenting app was launched earlier this year / Orami

In line with the increasing traction of online shopping services, earlier this year, Orami announced application upgrade by releasing various features to make easy purchases. In addition, they also claimed themselves as a parenting super app with three main business pillars: commerce, content, and community. The aim is to present a comprehensive application to meet the needs of mothers and children.

Orami was founded in 2013 by Ferry Tenka, Eka Himawan, and Shannon Kalayanamitr. Its business is supported by a series of investors, including SMDV, East Ventures, Gobi Partners, Velos Partners and Ardent Capital.

SIRCLO alone was founded in the same year, 2013. They currently helping brand developers sell online through a variety of solutions, such as SIRCLO Store for MSMEs and SIRCLO Commerce for corporations. In 2020, SIRCLO recorded four times jump in transactions which was supported by changes in consumer behavior during the COVID-19 pandemic. At the end of 2020 they claimed to have achieved profitability and booked a combined turnover of IDR 3.3 trillion.

Last August 2020, SIRCLO has secured series B funding of $6 million. Investors involved in this round include East Ventures, OCBC NISP Ventura, Skystar Capital, and Sinar Mas Land.

Meanwhile, another strategic action that the company has taken is to merge with ICUBE, an e-commerce technology solution provider agency, aiming to expand the various business offered to brands.

SIRCLO's business journey

– Original article is in Indonesian, translated by Kristin Siagian