ALLU continues to expand its presence in Surabaya with the opening of its third store at Telkom MERR Landmark on May 8, 2026. This new location marks a strategic step in reaching more customers in East Surabaya while complementing ALLU’s existing network, which already serves customers in Central Surabaya through ALLU Tunjungan Plaza and West Surabaya through ALLU Spazio.
With three stores now operating across East, Central, and West Surabaya, ALLU is making its luxury buy-out service more accessible and convenient for customers throughout the city.
For ALLU, Surabaya is one of Indonesia’s key markets, offering strong growth potential comparable to Jakarta. The expansion into East Surabaya reflects the company’s commitment to meeting the increasing demand for practical, secure, and trustworthy luxury resale services.
ALLU’s buy-out model allows customers to sell their luxury items directly without having to wait for a buyer, unlike traditional consignment services. Once an item has been evaluated and a price has been agreed upon, payment can be completed on the same day. The entire process is designed to be simple, transparent, and convenient, including for first-time sellers.
ALLU accepts a wide range of luxury items from globally recognized brands. For handbags, accepted brands include Hermes, Louis Vuitton, Chanel, Dior, Gucci, and Prada.
For watches, ALLU purchases premium timepieces from brands such as Rolex, Audemars Piguet, Patek Philippe, Omega, and Hublot. In the jewelry category, accepted brands include Cartier, Bvlgari, Tiffany & Co., and Van Cleef & Arpels.
To celebrate the opening of its East Surabaya store, ALLU introduced several special promotions, including cash bonuses of up to IDR 3 million for the first 30 transactions at the Telkom MERR Landmark branch. In addition, throughout May 2026, customers could enjoy bonuses of up to IDR 4.5 million for jewelry transactions at all ALLU stores across Indonesia.
Members of the ALLU Rewards loyalty program also have access to a range of exclusive benefits, including cash bonus vouchers and special privileges for Platinum Members. These benefits include opportunities to earn passive income through the referral program, as well as access to an exclusive members-only lounge that will be launched soon.
ALLU is a Japan-based preloved luxury buying platform operated under the umbrella of Valuence Holdings Inc.. Founded in Osaka in 2011, the brand has expanded its presence across Asia. In Southeast Asia, ALLU’s operations are managed by PT Mastro Luxe Indonesia, the company’s official partner in Indonesia. Today, ALLU’s network in Indonesia spans major cities including Surabaya, Bandung, Bali, Semarang, Makassar, and Medan.
