E-commerce platforms Moxy and Bilna, which have merged into MoxyBilna in January, today announced that it has undergone strategic rebranding as Orami.

It has also secured a US$15 million funding led by SMDV, with Gobi Partners, Facebook co-founder Eduardo Saverin, Ardent Capital, and Velos Partners to create a comprehensive Southeast Asian online destination dedicated solely to women.

Orami plans to use the capital to enrich product selection, enhances its social commerce components, optimise mobile and technology strategy under a unified platform for the region, and extend the end-to-end user experience.

It will also look at implementing expansion plans into a new market in Southeast Asia.

“Southeast Asia is currently missing a key player who understands how to properly market towards the evolving and underserved female consumer. In China, we have witnessed similar growth in social commerce and businesses targetting female demographic groups, and we believe that Orami has the right combination of management and vision to realise this model in Southeast Asia,” said Kay-Mok Ku, Partner at Gobi Partners.

Also Read: Women drive retail business: Moxy Asia’s Jeremy Fichet


Orami will also launch an Android app in ‘a couple of months, starting from Indonesia then Thailand’, according to Group CEO Jeremy Fichet.

“We just launched two social functions. One allows customers to create their own ‘collections’ with products available on the site, and they can give titles such as ‘Monday morning fix’, ‘My baby’s needs’, and ‘Friday evening party’ and share to their friends … Because we believe that customers don’t just want to shop, they also want to get inspired. We also have a magazine, which is like a blog,” he explained to e27 during the launching event.

Also Read: In photos: Lots of bean bags, no corner offices at Moxy Indonesia

Post-merger, Orami has based its headquarters in Jakarta with up to 500 employees. It has dedicated significant efforts for the successful integration of staff to bridge together the two company cultures.

Since then, the company claimed to have experienced steady sales increase with January and February being the best months. It has around three million visits per month with capacity to hold up to 12,000 orders daily on peak days.

Disclaimer: Orami is an Ardent portfolio company. Ardent Capital is an investor in Optimatic Pte Ltd, the parent company of e27.