Opening New Store In Karawaci, Desound Optimistic To Maintain Audio Market

JAKARTA Desound, part of IMS Indonesia, officially opened its newest pop-up store at Supermal Karawaci on Thursday, October 23, 2025. The presence of this physical store marks Desound's journey while in Tangerang.

Initially, Desound only presented a simple shop to introduce its audio equipment to the local community. However, seeing the high enthusiasm and interest of customers, Desound finally set up a permanent store.

Desound Supermal Karawaci is the first store in Jabodetabek to carry the concept of The New Concept of Desound Store. This concept combines modern designs, the latest audio technology, and personal shopping experiences.

"We are adjusting (the store) to the current conditions. The products or brands that we sell also continue to grow, continuing to bring in new brands," said Regional Head Desound, Rieki Lie at the grand opening of Desound Supermal Karawaci on Thursday, October 23.

Desound revealed that the refresher of his store concept is part of a wider re-branding. During his 25 years of existence, Desound realized that his market had undergone a transition so that his needs had also changed.

One of Desound's efforts to stay in the audio industry is to take advantage of Artificial Intelligence (AI) technology. Rieki said that the design graph in his store already uses AI.

In addition, Desound also implements its AI to the products they sell. For example, speakers and headphones that are equipped with Siri or Google Assistant features for voice command.

Regarding the expansion, Desound plans to open an additional outlet before the end of December. This outlet will open under JBL's name in Agora, making it the last store opened this year under PT. Desound Thanks to Megah.

In the near future, Desound's new concept will also be applied at Desound Melawai which is being renovated into a flagship store. Desound Melawai will become an independent five-story store, where the third floor will carry a concept like in Karawaci.

Despite realizing the global economic challenges, Desound remains optimistic about the growth of the audio market. Rieki stated that, "(Desound believes) that we can create the market, we can achieve its purchasing power."