Luxury Fashion Does Not Have to Be Perfect, Selling Goods Without Boxes Still Wrapped High

JAKARTA - In the world of fashion, the value of an item is not only determined by perfect condition. Hermès bags without boxes, Rolex watches with scratches, or Cartier rings without structures are often considered less valuable. However, that paradigm is beginning to shift with the advent of services such as ALLU.

The Japanese brand opened its third store in Surabaya, located at Tunjungan Plaza 6 on April 17, 2026.

This space located on the 19th floor of Pakuwon Tower is intended for customers who want to sell their luxury fashion collections, with a more private service concept.

ALLU itself has been present in Surabaya since 2021 and has seen an increase in interest in resale luxury fashion. The opening of this new store is part of their expansion in the city.

"This new store is a form of our commitment to providing a more premium luxury goods selling experience. We see great interest from Surabaya residents in this luxury goods selling service," said Daisuke Oya, Product Specialist ALLU from Japan, quoted from an official statement from ALLU.

In practice, ALLU receives various fashion items without requiring completeness such as boxes or proof of purchase.

"We accept goods in any condition. Basically we accept watches, bags, jewelry, even without boxes or purchase receipts," said Daisuke.

"There are several competitors who only want to buy if there is proof of purchase, while we do not require this," he added.

The assessment is based on authenticity and market value, with an internal auction system between buyer partners to determine the price.

"Because many partners are interested in participating in our auction, we basically give prices according to the market. Even if customer expectations are higher and the highest bid from our partners can adjust, we can provide it," he explained.

In terms of services, the transaction process is carried out privately with the assistance of staff.

"Our store is premium. The check-up is done directly by experts, the process is fast, and the service is one-on-one. So customers have privacy. When they sell, they won't meet other customers," said Daisuke.

The authentication of the goods is carried out in detail, both through direct inspection and photos.

"Sometimes there are scratches on the case or buckle that are not always clearly visible from checking the photo. That's one of our biggest challenges," he added.

In addition to in-store services, there is also a Home Service option for customers who choose transactions from home.

"Some customers feel uncomfortable coming directly to the store. This service is a solution. We come directly to the house, including for premium products," added Daisuke.

This service is valid for transactions of at least IDR 30 million in Surabaya and Jakarta. In the opening of this store, ALLU also offers cash bonuses of up to IDR 3 million for the first 50 customers.

In the future, ALLU plans to expand its reach to other cities in Indonesia, as interest in luxury goods resale increases.

ALLU is part of Valuence Holdings Inc., which has more than 170 stores in 17 countries. In Indonesia, its operations are run by PT Mastro Luxe Indonesia, with a business model of direct purchase from customers, not a consignment selling system.

One of the highlights of the group came when Valuence won an auction at Sotheby's Paris in July 2025, with the purchase of a Jane Birkin Hermès Birkin bag.

This development reflects a change in the way luxury fashion is viewed, which is no longer solely about the condition of the goods, but also the value and potential it has.