MST Golf redefines the golf retail landscape in Indonesia

ERAL executive believes partnership will drive golfing lifestyle across Asia.

In a strategic move to tap into the thriving active lifestyle sector, Erajaya Active Lifestyle (ERAL) has ventured into the world of golf, bringing MST Golf to Indonesia. This collaboration, driven by ERAL’s 27+ years of experience and profound knowledge of Indonesian consumers, along with MST Golf Group’s over 30 years as a leading golf retailer in Malaysia, aims to boost the sport’s retail goods in the country.

The decision to introduce MST Golf to Indonesia stems from ERAL’s pursuit of new opportunities in the active lifestyle domain. Recognising a growing interest in golf among millennials and Gen-Zs, ERAL CEO Djohan Sutanto identified a substantial market potential.

“The golf equipment and accessories market in Indonesia is expected to exceed US$1 billion, with an estimated annual growth of over 5% until 2028, driven by the increasing interest of the younger generation,” Sutanto told Retail Asia.

Enhancing the appeal is Indonesia’s prominence in golf tourism, evident in plans to develop 25 new golf courses in five Super Priority Destinations. With over 150 golf courses featuring picturesque landscapes, including the iconic Gunung Merapi and Dreamland Beach in Bali, Indonesia has become a golfing paradise.

MST Golf seized this opportunity to collaborate with ERAL. The partnership underscores the need for a thorough understanding of the Indonesian market, requiring extensive research covering cultural, policy, location, and marketing aspects.

“Leveraging ERAL’s extensive experience in Indonesian consumer and retail business, the collaboration actively accelerated MST Golf's progress in the Indonesian market,” Sutanto said.

Not just a retail space

The MST Golf Arena at La Piazza Summarecon Kelapa Gading is not just a retail space; it’s a golfing haven with a total area exceeding 1,583 square meters.

This space combines retail, 9 indoor golf simulator tech bays, a golf academy by The Golf Lab, and club fitting services. In addition, the SIXTYNINE cafe offers Asian-inspired cuisine for a culinary touch.

What sets the MST Golf Arena apart is its infusion of cutting-edge technology, particularly the Trackman TMiO.  Sutanto explained that this technology provides a first-class international gaming experience, making it the first arena in Asia to offer such an immersive golfing experience.

The retail section boasts the presence of 59 high-quality international brand partners, creating an eye-catching display with a complete range of products in each sector, ensuring a delightful and comfortable shopping experience. The overarching concept is clear: MST Golf Arena aims to be a one-stop destination where golfers and non-golfers can ‘Shop, Play, Learn, Fit, Eat, Drink, and Golf.’

MST Golf sets itself apart not only within Indonesia but on a global scale. The uniqueness lies in its one-stop concept, seamlessly integrating retail, indoor golf, a golf academy, club fitting, and F&B services within a single space. “This commitment to providing a world-class golf retail experience is evident in the extensive range of offerings, from diverse golf equipment to apparel, accessories, and shoes,” Sutanto told Retail Asia.

As a leading golf retailer in Malaysia and Singapore, MST Golf is confident in meeting the diverse needs of Indonesian golf enthusiasts. “Beyond being a purveyor of products, the focus is on delivering a comprehensive and personalised experience that distinguishes MST Golf from other golf outlets,” he said.

The inclusion of indoor golf technology, especially the Trackman TMiO, adds an exciting and challenging dimension for golfers looking to enhance their skills. “Feedback received thus far indicates that MST Golf is positioned as the most comprehensive golf retail destination in Indonesia,” he said.

Collaboration and expansion

MST Golf and Erajaya are clear on the aims and terms of their collaboration, which goes beyond boosting sales. As Sutanto stated in the interview, “On the other side of the partnership, MST Golf focuses on enhancing golf retail business by introducing a world-class retail experience to golf enthusiasts.”

As of now, MST Golf has established its presence with a total of 40 stores in Malaysia and 8 in Singapore. With its maiden outlet in Indonesia, Sutanto sees it as an expansion reflective of the company’s commitment to becoming a prominent player in the Asian golf retail landscape.

The selection of store locations is a meticulous process, taking into account factors such as proximity to driving ranges or golf courses. This ensures easy access for players to acquire golf equipment near their favourite playing grounds. The strategic expansion plan includes the possibility of venturing beyond Jakarta and its surrounding areas.

 While the exact number of new stores slated for opening in the upcoming quarters remains uncertain, MST Golf is steadfast in its intention to expand. The company envisions opening new stores, possibly in Jakarta, aiming to provide strategic and enticing locations to attract both professional and amateur golf enthusiasts.

MST Golf’s foray into Indonesia is not just a retail venture; it’s a holistic experience that combines passion, innovation, and a commitment to fostering the love of golf. “As the company continues to redefine the golf retail landscape, it stands poised to leave an indelible mark on the Indonesian golfing community,” Sutanto concluded.