Central Mega Kencana Opens 150th Store in Sorong, Expands Eastern Indonesia Presence

Strategic Expansion into Papua Region

PT Central Mega Kencana (CMK), a prominent player in Indonesia's jewelry industry, has successfully opened its 150th retail outlet in Sorong, West Papua, on December 13, 2025. This milestone marks a significant expansion into Eastern Indonesia, a region identified as having substantial growth potential. The new store is located at Paragon Square Mall, representing CMK's first foray into one of Papua's major urban centers.

Brand Portfolio and Market Strategy

The Sorong outlet operates under CMK's The Palace brand, which now boasts 84 stores across 45 cities nationwide. This brings CMK's total retail footprint to 150 stores across various brands. The company operates through three distinct retail channels: Mondial (targeting the premium segment with diamond jewelry), Frank & Co (specializing in gold jewelry), and The Palace (offering a diverse range of jewelry products).

Business Model and Growth Initiatives

As both a manufacturer and retailer of jewelry, CMK maintains control over its entire value chain. The company's products are exclusively distributed through its own retail network, allowing for better brand management and customer experience. This latest expansion demonstrates CMK's commitment to capturing growth opportunities in Indonesia's eastern regions, where economic development and consumer spending are on the rise.

Market Implications

The expansion into Sorong is part of CMK's broader strategy to tap into emerging markets in Indonesia. By establishing a presence in key cities across the archipelago, the company aims to increase its market share in the jewelry sector while diversifying its revenue streams across different regions.