OH!SOME Indonesia completes five-island footprint with Sorong store debut

OH!SOME, the lifestyle retailer under Blue Origin Group, has extended its footprint to Sorong, Southwest Papua, marking its presence across all five of Indonesia’s major islands. The new store, located in Paragon Square Mall and opened on 3 November 2025, reflects the brand’s growing ambition to bring interactive and joyful retail experiences to more regions across the archipelago.

Launched in Indonesia on 1 August 2024, OH!SOME operates independently under the Blue Origin Group umbrella, supported by its own local team and business strategy. To date, the retailer employs over 4,000 Indonesians and operates 136 stores across 26 provinces. This scale, the company said, underlines its commitment to creating meaningful, experience-driven connections with local consumers.

That commitment is also reflected in the retailer’s product mix. More than half of OH!SOME’s beauty, skincare, and personal care offerings are locally sourced, while 60% of its snacks and food products are made by Indonesian brands. The company also collaborates with local creators such as Kong Andri to design toy collections tailored to youth culture in Indonesia.

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“The expansion to Sorong marks an important step for OH!SOME in extending its reach to more regions across Indonesia. We see great potential in Eastern Indonesia and aim to bring an inspiring and relevant retail experience to the people there. With the opening of our store in Sorong, OH!SOME is now officially present across all five major islands in Indonesia,” said an OH!SOME representative.

“More than just a place to shop, we want every OH!SOME store to be a space for exploration, self-expression, and happiness for our consumers - creating an experience that is truly enjoyable.”

Beyond store expansion, OH!SOME has launched a range of creative initiatives over the past year. These include brand collaborations with Disney featuring characters such as Winnie the Pooh, Mickey Mouse, Toy Story and Zootopia; the opening of its first standalone store in Grand Kota Bintang, Bekasi; and community engagement programmes featuring themed store activations and seasonal pop-ups.

This Halloween, the retailer rolled out sweet treats, fun gifts, and exclusive collections. The company has also introduced a membership scheme integrated with FuniFun!, part of Blue Origin Group’s wider retail ecosystem, offering exclusive rewards and a seamless digital experience for loyal customers. 

“Going forward, we hope OH!SOME can open even more stores across various regions in Indonesia, while continuing to offer a diverse range of products that meet people’s needs and bring happiness to Indonesian communities,” the representative added.

OH!SOME’s regional expansion is set to continue beyond Indonesia, with plans to grow its presence in Asia - including Singapore, Thailand, Hong Kong, Malaysia, Vietnam, and Cambodia - bringing its total number of stores globally to over 150.

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