COMPANY

PROFILE

RETAIL FIRST INDONESIA

Retail and Asset Management Solutions
COMPANY
PROFILE

RETAIL FIRST INDONESIA

Retail and Asset Management Solutions
 Company Profile Retail First Indonesia

TABLE OF CONTENTS

INTRODUCTION OUR TEAM

Main lines of services

OUR SERVICES PORTFOLIO

Asset Management
Leasing
Strategic Retail Consultancy
Research and Feasibility Studies
Design
Marcomm and Branding
Supermal Karawaci
Beachwalk
Lombok Epicentrum Mall
Level 21
CBD Mall Ciledug
Grand Kemala Lagoon
Goldland - Palem Semi
Grand Jati Junction
Tenterem Mall
TransStudio Mall Bali
Pekan Baru Xchange
Lahan PFN
Laswi Development
Balikpapan Supermal
Epiwalk
Living World Pekanbaru
Balikpapan Ocean Mall
 Company Profile Retail First Indonesia

INTRODUCTION

RETAIL FIRST INDONESIA or RFI

(PT Developing Indonesia Prakasita)
is an integrated asset enhancement &
management service provider that
operates across Indonesia.

Our company is geared to deliver maximum return on

commercial retail investments. To achieve this RFI
combines international best practice with local market
trends and tailors every solution to each unique
property within its relevant market environment.
RFI’s distinctive ‘owner-focused’ approach emphasises a
close and personal collaboration with our clients to
maximise the value of assets and cash flows for the
long‑term investors’ assurance.
 Company Profile Retail First Indonesia

To achieve to achieve the Goals of our clients, RFI offers the following six main lines of services:

Asset Management Leasing

Strategic Retail Design

Consultancy

Research and
Marcomm and Branding Feasibility Studies

For more information please visit us at www.retailfirstindonesia.com

OUR SERVICES

Asset Management Strategic Retail Marcomm & Branding

Consultancy

Leasing Design Research & Feasibility Studies

 Our Services | Asset Management Company Profile Retail First Indonesia

OUR SERVICES ASSET MANAGEMENT

RFI’s total asset management approach provides a systematic process of operating, maintaining, upgrading, and disposing of
assets cost-effectively and in an efficient manner with the goal to maximize net cash flows to the owners and an overall
increase in the market value of the asset. Our approach covers all aspects of management and operations of the client’s
retail project.

START
& OPERATE
Our services are tailored to meet the particular needs OPERATE &
of the asset owner’s during the different stages of the SALE
asset lifecycle and toward the final goals.

OPERATE
&
REJUVINATE
GROWTH

START AND OPERATE
- Full management of Asset
- Ensure Operating Stability
- Set up all basic operational elements
- Ensure risks are mitigated
- Build basis for long term growth
- Smooth transition from pre- to
post-opening operations
OPERATE AND SALE
- Full management of Asset
- Audit and review all departments
- Evaluate Hold or Sale Option
- Evaluate and Implement value
enhancing strategies
- Maximize return on sale
Our Services | Asset Management Company Profile Retail First Indonesia Page x
OPERATE AND GROWTH
- Full management of Asset
- Audit and review all departments
- Implement efficiency measures
- Manage all departments
- Evaluate and Implement long term
growth strategies
- Maximize current & future free cash
flow potential
REJUVINATE
- Full management of Asset
- Audit and review all departments
- Comprehensive rejuvenation plan
and strategies
- Create solid long term growth
foundation
- Implement best value strategies
 Our Services | Leasing Company Profile Retail First Indonesia

OUR SERVICES LEASING

Our leasing team will create a retail tenancy mix

that will be the cornerstone of building an
attractive and highly profitable shopping center.
The highly experienced and well established
leasing team of RFI has a deep understanding of
the demographics and needs of the Indonesian
retail market. Combining this knowledge with
international market trends our team provides our
clients with the advice and tenants best suited to
their project.

THE RFI'S PRINCIPAL ROLES AND RESPONSIBILITIES AS EXCLUSIVE LEASING AGENT WILL BE AS FOLLOWS:
1. PROVIDE INPUT IN THE PRODUCTION OF MARKETING
MATERIALS
RFI will provide some input in the development of an effective communica-
tion and marketing program. RFI will put together high quality presentation
materials, outlining the overall scheme of the Project with quality images,
positive statements and key market information to approach tenants that
RFI deems appropriate according to the tenancy mix.
2. CO-ORDINATE THE IMPLEMENTATION OF APPROVED RETAIL-
MARKETING PLAN
Prepare take-up targets in line with development time lines for the
Client’s approval.
Create an overall strategy to approach prospective occupiers, which are
part of the overall plan, and provide representation on all commercial
terms and conditions.
Review the existing contractual documentation and provide input and
advice where appropriate to strengthen the rights and obligations of both
the developer and occupier.
Our Service Leasing Company Profile Retail First Indonesia
3. ACTIVELY COORDINATING THE MARKETING PROGRAM
OF THE PROPERTY
Actively promote the property to the right mix of prospective occupiers.
Co-ordinate only those inquiries directly made to RFI or forwarded by
the Client and provide these with representation on all qualified
prospects on behalf of the Client, within the terms and conditions
approved by the Client.
Upon agreement with prospective occupiers, to arrange and coordinate
exchange of Letters of Intent and inform the Center Management Team
to proceed with documentation and execution and exchange of
formal contracts.
Advise Client on feedback received from the market and make recom-
mendations on market trends, rental rates and other strategic matters in
order to enhance the overall marketability and financial return of
the Property.
Submit marketing progress report on a regular basis in a form of a
central register of all inquiries, negotiations and executed Contracts
throughout the period of appointment. Attend marketing meetings with
the Client.
 Our Service Strategic Retail Consultancy Company Profile Retail First Indonesia

OUR SERVICES STRATEGIC RETAIL CONSULTANCY

Our strategic retail consultancy service aimed to equipped our clients with the best strategic advice and planning to address the
various difficulties faced during the different life cycle of the asset. In particular we specialize in helping our Clients to develop the
right strategies from the start during the initial design and concept stage of the development. However we are also highly experienced
helping ailing developments to come up with the right retail strategy to drastically improve the profitability and marketability of the
underperforming asset.

Some of our key stages and point of concern in our Strategic Retail Consultancy include the following:

DEVELOPMENT GUIDELINES FOR

PREPARATION OF THE DESIGN PLAN

Advice on overall guidelines of the retail

development as a starting point for any
design work.

ASSESSMENT OF RETAIL PLANNING

GOALS AND REQUIREMENTS

Provide detailed input as to unique retail

specific requirements pertaining to traffic
flow, customer and tenant amenities, circu-
lation and commercial integration.

RETAIL CONCEPT GENERATION
Advice on the overal guidelines of the
retail concept. Using external and internal
data from the primary target market, local
competition and other relevant market
information, RFI will identify a range of
possible uses for the retail spaces.
TENANT MIX
Conceptualise the ideal tenant mix that
would be best suited to the retail concept
based derived from evaluating the custom-
er base and market capacity.
Our Services Strategic Retail Consultancy
DESIGN INPUT
Following the evaluations carried out
during the retail concept generation for
the Property, RFI will provide project
specific commercial market input to the
design dialogue.
RETAIL THEMES
Develop and advice on different retail
themes using differentiating elements,
such as the design, merchandising and
marketing.
Company Profile Retail First Indonesia
GROSS & NET SPACE ALLOCATION STUDY
RFI will also repeatedly analyze the
efficiency ratio of the Property including an
analysis of the ratio of high to low yielding
usage in view of optimizing the overall
financial returns for the PROPERTY.
FINALIZED RETAIL STRATEGY
Finally RFI will pull together all data,
analyze it and recommend a strategy based
on clear objective and subjective evalua-
tion.
 Our Services Research & Feasibility Studies Company Profile Retail First Indonesia

OUR SERVICES RESEARCH & FEASIBILITY STUDIES

To create effective, successful and profitable solutions, we base our work on accurate and detailed research to establish the relevant
opportunities, trends, target markets, market capacities, market demands, strengths, weaknesses and risks behind each project. To achieve
this RFI’s third partner is RES Advisory. RES’s professional and highly experienced research team specializes in providing detailed insights
based on extensive research for real estate project developments across the archipelago.

SITE & LOCATION ANALYSIS

Each site and location has distinct characters that would need assessment, to
understand the site and neighbourhoods’ strengths, weaknesses,
opportunities, and threats for retail development;

ECONOMIC & DEMOGRAPHIC ANALYSIS

Key economic and demographic variables of the region will help identify past
and future trends, demand, or preferences for property development;

FINANCIAL ANALYSIS
Assessment of the financial feasibility of the identified retail centre
development, using the most realistic assumptions to indicate the required
project cost and the potential profit of the development.

RETAIL PROPERTY MARKET ANALYSIS

Assessment on the characteristics of supply and demand of retail Property
market. The retail market findings will determine the potential market
positioning of proposed Retail property development among the
competitors, based on qualitative and quantitative assessment of demand.
In each research study Retail First Indonesia (RFI)STUDY
in collaboration
OBJECTIVES We can then recommend the most potential scheme for the subject Property,
with Real Estate Strategy (RES) will address the following key points: given the site characteristics, and our market analysis
 Our Services Design Company Profile Retail First Indonesia

OUR SERVICES DESIGN

RFI in collaboration with MTA provide expertise in retail &

commercial conceptualization, design implementation and
documentation. MTA is able to provide the full scope of
services for architecture, interiors, landscape and master
plan work, for new and redevelopment projects.
Having started in Australia and China, MTA currently
specializes in commercial mixed-developments in the
South East Asia region. MTA approaches each project first
with a focus on research, market analysis and the
boundaries of the brief set by the client. MTA’s expertise is
in the ability to understand the key factors in designing a
successful retail development. MTA designs highly efficient
commercial projects (Grand Kemala Lagoon achieved 78%
NLA) and often provides an increase in the leasable area of
a project.
MTA is also focused on environmental sustainability. When
the project permits MTA will encourage alternative
methods of construction, usage and operations to create a
project that reduces the impact on the environment and in
turn the operational cost for a client.

MTA’S APPROACHES A RETAIL PROJECT IN A TWO-STEP SEQUENCE:
1. ANALYSIS AND PLANNING 2. CREATION OF THE DESIGN
FROM INITIAL DEVELOPMENT RECOMMENDATIONS FOR THE PROJECT CONCEPT DESIGN AND DESIGN DEVELOPMENT
• The recommended size and configuration of program,
• Relationships of programs and facilities within the development, e.g.
customer services, amenities, parking and building services,
• Customer and vehicular access and flow,
• Entrance positions and access points.
IDENTIFICATION OF RETAIL CONCEPTS AND STRATEGIES
• Identification of local and international current and forthcoming retail trends
• Implementation of retail concepts for areas within the development,
• Tenant typologies and their benefits,
• Breakdown of recommended tenant ratios,
• Integration of retail, entertainment and lifestyle programs
Our Services Design Company Profile Retail First Indonesia
• Customer flow and circulation,
• Tenant layout and positioning,
• Creation of an efficient and profitable layout (reduction of wasted spaces)
• Advice on operations regarding the layout and position of back of house
elements
• Recognition of old systems that are no longer viable
• Recommendations of design elements – atrium spaces, voids, vertical
circulation, open air spaces, event spaces, sight lines, focal points, etc
DOCUMENTATION OF THE DESIGN
• Material selection is done with an awareness of project costs and the
client’s needs. Whenever possible MTA will use a local available material.
• MTA prides itself on accurate and efficient documentation whether it be for
tender or for construction

OUR SERVICES MARCOMM & BRANDING
To meet our clients branding, marketing and communications needs RFI works
with Gambaranbrand, one of Indonesia’s freshest up-and-coming full service
brand consultancies. Supported by rigorous market studies Gambaranbrand
together with RFI provide innovative branding and marketing solutions that
will maximize market penetration and information transfer to target
Our Services Marcomm & Branding Company Profile Retail First Indonesia
audiences of our clients. Whether it is the rebranding of an existing project or
the creation of a complete new identity, combined with ongoing events,
exhibitions and marketing campaigns we can provide our clients with the best
solution to reach and attract their target market.
OUR TEAM
 Our Team Company Profile Retail First Indonesia

“ You will only fail

if you stop ”

HERU NASUTION, MBA, CSM

Chief Executive Officer
 Our Team
OUR TEAM
HERU NASUTION, MBA, CSM
Chief Executive Officer
Heru Nasution has over 20 Years of Shopping Centre
experience, both local and international.
He resided over the re-building of Super Mall Karawaci
into the highest Grossing Mall in Indonesia
He has been actively part in leading roles of the
International Council of Shopping Centers’ (ICSC) for
more than 10 years.
ASHADI WACLIK, M.COMM, B.BUS
Chief Financial Officer
15 years plus experience in financial analysis and
management in Australia and Indonesian
4 years plus specialized in retail developments in
Indonesia
Company Profile Retail First Indonesia
FERRY BACHTIAR
Chief Operating Officer
14 Years Operations experience with 5 Star Hotel
Chain Intercontinental
16 Years Operations experience in Retail Centres
(Taman Anggrek, Thamrin City, Bekasi Square,
Beachwalk)
AYLINA KOSASIH, B.SC
Commercial and Leasing Director
25 years of experience of shopping center leasing
She has worked as head of leasing with leading propety
consultant firms and developers alike.
She has leased various iconic and successful retail
development across Indonesia such as Kelapa Gading
Mall, Supermall Karawaci, Plaza Senayan, Citos, Living
World Alamsutera and others.
PORTFOLIO
SINCE 2014 RFI HAS WORKED ON MORE THAN 40 COMMERCIAL RETAIL
DEVELOPMENT PROJECTS (GFA +1,500,000m2) ACROSS INDONESIA. SCOPE OF
WORK HAS INCLUDED RETAIL STRATEGIES, RESEARCH, ARCHITECTURE &
INTERIOR DESIGN, LEASING AND ASSET MANAGEMENT. 10 ARE OPERATING 3
ARE UNDER CONSTRUCTION, 7 IN PROGRESS.
 Portfolio Company Profile Retail First Indonesia

SUPERMAL KARAWACI
Tangerang, Banten
o Burnt down in 1998 reopened Nov. 1998 with 86,000 NLA
o 2006 added 24,000 NLA
o 2013 added 25,000 NLA, with over 600 tenants
o Daily visitor numbers increased from 24,000 in 2006 to over 60,000 currently
o Tenant Sales are above USD 3 billion every year
o Average Monthly Gross Income is IDR 50 Billion
SUPERMAL KARAWACI, is an example of what continuous
improvement management can achieve.
From a burnt out shell in 1998 it has grown into the largest mall of
Indonesia, without needing further shareholder cash injection.
Starting smaill with a food court management build on each success
and implemented careful strategies of continuous improvement and
growth to grow to a total NLA of 135,000 sqm in 2013.
It is only Retail Center in Indonesia that caters to three markets in
one location, where tenant types often cater to each market, for
example there are three supermarkets (Carrefour, Hypermart and
Foodmart Primo).
Supermals success was the foundation of the highly successful
apartment developments and upcoming Hilton Hotel development
as part of the super block.
 Portfolio Company Profile Retail First Indonesia

BEACHWALK
Kuta, Bali
o Opened in December 2012 with 100% occupancy
o RFI increased original NLA of 15,000 sqm to 25,000 sqm
o Improved profitability by not having traditional big anchor store
o RFI brought Zara, Pull&Bear, Mango, Kitchenette, Johnny Rockets for the first time
to Bali
o Strategic Retail Consultancy, Leasing Agent and Asset Management
Beachwalk is the premiere lifestyle mal in Bali, a popular with tourists
and locals alike.
RFI has helped shape Beachwalk into its success through Strategic
Retail Consultancy, Leasing and Management.
Following RFI’s review addition 10,000 sqm of NLA was created within
the existing building parameters and key tenants such as XXI Cinemas
and ZARA were introduced. Through the increase in NLA the payback
period was reduced by 2 years and the tenants mix considerably
strengthened.
Leasing introduced many first time tenants to Bali such as Mango,
Pull& Bear, Zara, Saphora, Fossil, Kitchenette, Toni Romas,, Kenny
Rogers , Burger King and many more.
Portofolio Kami Company Profile Retail First Indonesia
 Portfolio Company Profile Retail First Indonesia

LOMBOK EPICENTRUM MALL

Mataram, Lombok
o First and only premier mall in Lombok located in the heart of Mataram on Jl Sriwijaya
o Grand Opening October 2015
o NLA 43,000 m2
o Strategic Retail Consultancy and Exclusive Leasing Agent by RFI
o 1st Year Occupancy reached above 95%
o Design by MTA in collaboration with RFI
Lombok Epicentrum is the only true One Stop Shopping Mall in
Lombok.
RFI created the Strategic Retail Consultancy and carried out the design
with MTA and completed it with Leasing Agency until today
The strategy was to build a regional center that could service all local
residents, a center of just the right size to ensure viability for the
existing spending power and of a certain quality and size that would
establish it as the market leader.
Competing entrants in the market could not compete with this strategy
and it implementation and were forced out to the market or are
suffering occupancy issues.
Lombok Epicentrum was 90% occupancy form its first opening and has
been at 100% occupancy ever since with very strong rental rates.
Portofolio Kami Company Profile Retail First Indonesia
 100% OCCUPANCY
CLOSED AS OF MID 2016 LOOKING TO EXPAND
 Portfolio Company Profile Retail First Indonesia

LEVEL 21
Denpasar, Bali
o In the heart of Denpasar on the corner of two main artery roads, Jl Teuku Umar
and Jl Diponegoro.
o NLA is 16.800
o Open Since 11-11-16
o Strategic Retail Consultancy – Rejuvenation Plan
o Asset Management & Exclusive Leasing Agent
o Converted into pure Lifestyle and F&B Mall form failed initial concept
 Portofolio Kami Company Profile Retail First Indonesia

LEVEL 21
Denpasar, Bali
o Di jantung kota Denpasar di sudut dua jalan arteri utama, Jl Teuku Umar dan Jl. Diponegoro.
o NLA 16,800m2
o Opening sejak 11-11-16
o Konsultasi Ritel Strategis – rencana peremajaan
o Manajemen Aset dan Agen Leasing Ekslusif
o Konversi ke Lifestyle dan F & B Mall murni
BEFORE RENOVATION AFTER RENOVATION BEFORE RENOVATION AFTER RENOVATION
 Portfolio Company Profile Retail First Indonesia

Tangerang, Banten
PEKAN BARU XCHANGE
Pekan Baru

o Located on Jl. Riau No.147, Padang Terubuk, Senapelan, Kota Pekanbaru, Riau
28155
o Part of Multipupose building development by PT Halamohana
o NLA 12,000 sqm
o Strategic Retail Consultancy, Design, Asset Management and Exclusive Leasing Agent
o The Entertainment family destination for all of Pekanbaru
Limited by the existing building parameter RFI and MTA increased the
NLA from 8,000 to 13,000 sqm.
Identifying a market niche of cool alfresco dinning RFI created the only
airconditioned alfresco area for Pekanbaru. This area is aimed at
becoming the leading place to meet and hang out, supported by new
and intersting cafes and regular entertainment.
XXI Cinema has joine d the new concept together with Timezone and
Ramayana Prime department store.
Renovation works are in progress with a scheduled opening in November
2019.
 Portfolio Company Profile Retail First Indonesia

GRAND KEMALA LAGOON

Bekasi, West Java
o Located adjacent to the Bekasi Tol road
o First stage of PT PP Properti Tbk 29 Ha landmark development
o Design, Strategic Retail Consultancy and Asset Management
o RFI increased NLA from 13,500 sqm to 22,000 sqm
o The only true lifestyle destination in Bekasi
o Opening Mid 2017
 Portfolio Company Profile Retail First Indonesia

CBD MALL CILEDUG

Tangerang, Banten
o Located on a main artery road in one of the densest populated areas just outside
West Jakarta
o Existing NLA is 29,000 plus 11,000 strata title
o Rejuvenation plan to add additional NLA of 11,000
o In an upward mobile demographic
o ,Strategic Retail Consultancy, Asset Management & Exclusive Leasing Agent
o Rejuvenation, Re-design and future development
o One stop family mall
 Our Service Exclusive Leasing Agent Company Profile Retail First Indonesia

TENTEREM MALL
Semarang, Central Java
o Located in the heart of Semarang, short distance from Simpang Lima
o Targeted at local affluent residents and expats
o Strategic Retail Consultancy and Exclusive Leasing Agent
o Target opening early 2017
 Our Service Exclusive Leasing Agent Company Profile Retail First Indonesia

GRAND JATI JUNCTION

Medan, Sumatra
o Located downtwon Medan on Jl. Perintis Kemerdekaan
o Part of superblock development by PT Mahardika Agung Lestari
o Opening Mid2018
o NLA 14,000 sqm
o Strategic Retail Consultancy
o Exclusive Leasing Agent
o Pure lifestyle mall with strong F&B and Entertainment focus
o The new place to be seo Exclusive Leasing Agenten in Medan
 Portfolio Company Profile Retail First Indonesia

Tangerang, Banten
PFN - Film Studio Mall
Jakarta Timur (Otista)

o Located on Jl. Otista Raya No.125-127, RT.9/RW.8, Kp. Melayu,

Jatinegara Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13330
o Part of Multipurpose building development by PT PFN
o NLA 24.048 sqm
o Strategic Retail Consultancy & Design
o The Entertainment family destination for all of Jakarta
 Portfolio Company Profile Retail First Indonesia

Tangerang, Banten
TRANS STUDIO MALL
Bali

o Located on the corner Jalan Imam Bonjol, Denpasar Bali

o Part of large project PT AlfaRetail Indo
o Opened in March 2019
o NLA 5.636,66 sqm
o Exclusive Leasing Agent
o Pure lifestyle mall with F&B and Entertainment Focus
 Portfolio Company Profile Retail First Indonesia

GOLDLAND - PALEM SEMI

Tangerang, Banten
o Located on the corner of Jl. Palem Raya and Jl Imam Bonjol in Tangerang
o Part of large master plan development by the Goldland Group
o Opening third quarter 2019
o NLA 32,710 sqm
o Strategic Retail Consultancy and Design
o Exclusive Leasing Agent
o The new entertainment destination Tangerang
o Combining modern indoor and outdoor shopping, recreation and experiences
 Portfolio Company Profile Retail First Indonesia

Tangerang, Banten
LASWI DEVELOPMENT
Bandung

o Located on Jalan Laswi, Batununggal, Kota Bandung

o Part of Multipurpose building development by PT. Wijaya Karya
Realty
o NLA 67.312 sqm
o Strategic Retail Consultancy
o The Entertainment family destination for all of Bandung
 Portfolio Company Profile Retail First Indonesia

BALIKPAPAN SUPERMAL
Balikpapan, West Kalimantan
o NLA 43,000 sqm
o 80% leased
o Strategic Retail Consultancy and Exclusive Leasing Agent
 Portfolio Company Profile Retail First Indonesia

LIVINGWORLD PEKANBARU
Pekanbaru, Sumatra
o Located on the intersection of two main artery roads, Jl Tuanka Tambusai and
Jl Soekarno Hatta, in the western part of Pekanbaru
o Mixed use development – Retail Mall & Hotel
o Retail NLA 75,000 m2
o Target Opening 4th quarter in 2017
o RFI is Exclusive Leasing Agent
o One stop family mall with excellent mix of fashion and F&B and anchor tenants suchs
ACE, Informa, White Brown, Supermarket, Cinema and Entertainment Centre
 Portfolio Company Profile Retail First Indonesia

BALIKPAPAN OCEAN MALL

Balikpapan, East Kalimantan
o Located in Balikpapan on the main artery road along the ocean, Jl Jendral Sudirman
o Mixed use development – Retail Mall & Swiss Bell Hotel
o Retail NLA 40,000 m2
o Target Opening 4th quarter in 2016
o Strategic Retail Consultancy by RFI
o Design by MTA in collaboration with RFI
 Portfolio Company Profile Retail First Indonesia

EPIWALK
Kuningan, Jakarta
o Prime Inner Jakarta Location
o 22.000 NLA
o Strategic Retail Consultancy –rejuvenation plan with key new anchor
o Asset Management - improved operations and
o Exclusive Leasing Agent – introduction of key new tenants
o Marketing Communicating & Branding Solutions
 RETAIL FIRST INDONESIA
Retail and Asset Management Solutions

PT. DEVELOPING INDONESIA PRAKASITA

Epiwalk, Level 5, Office Suite A529,
Komplek Rasuna Epicentrum
Jl. H. R. Rasuna Said, Kuningan
Jakarta Selatan 12960 Indonesia
T ++62 21 2923 5445 | F +62 21 2923 5445