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A New Chapter in Surabaya: ALLU Strengthens Its Commitment to Indonesia’s Luxury Resale Market

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.

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ALLU Officially Launches Its East Surabaya Branch, Extending Services Across Surabaya

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.

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ALLU Philippines Opens New Branch in Cebu, Expanding Luxury Resale Services to the Visayas Region

On May 18, 2026, ALLU Philippines officially opened its newest branch at Cebu Exchange Tower in Lahug, Cebu. The launch of ALLU Cebu marks the company’s sixth store in the Philippines and its first branch outside Metro Manila. This milestone reflects ALLU’s continued growth and commitment to making its buy-out service for preloved luxury items more accessible to customers across different regions of the Philippines.

The opening of the Cebu branch was led by Ella Delos Santos, Country Business Operations Head of ALLU Philippines. With more than 15 years of experience in the luxury hospitality and premium customer service industries, Ella has played a key role in the company’s expansion strategy. Under her leadership, ALLU Cebu is set to deliver a professional, trustworthy, and customer-centric experience, upholding the standards that have contributed to ALLU’s success in multiple countries.

Cebu is one of the fastest-growing markets for lifestyle and luxury goods in the Philippines. Prior to the official opening, a one-week trial service in the city generated strong interest from local residents eager to experience ALLU’s convenient and transparent luxury resale process. This expansion represents not only business growth but also a strategic step toward bringing sustainable luxury resale practices closer to customers in regional markets, while extending the lifecycle and value of preloved luxury items.