Surabaya has been one of ALLU’s key markets since the brand first entered Indonesia in 2021. Driven by strong customer interest in a convenient and trustworthy luxury buy-out service, ALLU and Mastro Luxe Indonesia continue to strengthen their commitment to delivering a premium transaction experience for customers in the city.
As part of its expansion strategy in East Java, ALLU has continued to enhance its presence in Surabaya through the opening of stores in strategic locations. One notable example is ALLU Tunjungan Plaza, located at Pakuwon Tower Surabaya. As the largest and most luxurious ALLU store in Indonesia to date, the branch represents a strategic investment in providing a more exclusive, comfortable, and accessible luxury transaction experience for customers in Surabaya’s business and lifestyle hub.
ALLU accepts a wide range of authentic luxury items, including handbags, watches, and jewelry from renowned brands such as Hermes, Rolex, and Cartier.
The company also offers greater flexibility for customers looking to sell their luxury collections. Items may still be accepted even without their original box, purchase receipt, or authentication documents, as well as those showing minor scratches or signs of wear, reflecting ALLU’s belief that every item retains its own value.
ALLU is a Japan-based preloved luxury buying platform operating under Valuence Holdings Inc., a global company specializing in the pre-owned luxury goods industry. Founded in Osaka in 2011, the company has expanded its presence across multiple international markets.
In Southeast Asia, ALLU’s operations are managed by PT Mastro Luxe Indonesia, the brand’s official regional partner overseeing Indonesia, the Philippines, Thailand, Vietnam, and South Korea.
Since launching in Indonesia in 2021, ALLU has expanded its network to 17 stores across seven major cities: Jakarta, Bandung, Bali, Semarang, Makassar, Medan, and Surabaya.
Beyond its luxury buy-out service, ALLU also offers an exclusive loyalty program called ALLU Rewards. Through this program, customers earn points from every transaction, which can be redeemed for a variety of benefits, including cash bonus vouchers that help maximize transaction value.
ALLU’s global profile grew significantly after Valuence Holdings Inc. won the prestigious auction for the original Hermes Birkin bag owned by Jane Birkin at Sotheby’s Paris in July 2025, acquiring the iconic piece for approximately IDR 163 billion.
