Importa Sets MURI Record for Selling 1 Million Iron Wardrobe in 5 Years, Launches New Tagline

JAKARTA - PT Importa Jaya Abadi (Importa) received an award from the Indonesian World Record Museum (MURI) for achieving sales of 1 million iron wardrobes in Indonesia within five years.

Importa CEO Nizar Bawazier said that the achievement of sales was not just a number. But a reflection of customer confidence in the company's products.

"The achievement of more than 1 million iron wardrobe units in five years is not only about sales figures, but is a reflection of customer confidence and the hard work of the entire Importa ecosystem," he said in Jakarta, Saturday (27/6/2026).

He added, the exponential sales are proof that the iron wardrobe products offered have many advantages that the community believes in. Such as longer lasting, anti-fungal, anti-rotting, and of course more affordable prices.

"We want to answer the needs of the Indonesian people, especially because Indonesia has a tropical climate. So it needs durable materials," he said.

He revealed, the iron furniture that has been developed and distributed by Importa is not only for the cabinet category. But also includes dining tables, decorative tables, dining, to decorative cabinets.

"All types of furniture categories we are shifting to iron-based furniture, the selection of this material is also to prevent deforestation, because we can maintain wood sustainability," he said.

In terms of material, this iron material is considered much more durable and much more durable than wood or other materials. The company also anticipates the challenge of iron materials so that it is not easy to rust with a special powder coating method.

"So our iron material is rust-proof," he said.

Nizar is also optimistic that, with all these advantages, Importa's products are able to penetrate the international market.

"We want not only to be in the country, but also to bring the name of Indonesia to the international market," he said.

In addition to developing iron furniture products to all existing lines, in the future, Importa will continue to strengthen its business through the development of distribution networks, customer service improvements, and sustainable business expansion.

Along with the receipt of the MURI record, Importa also launched a new tagline, "Iron Furniture No. 1 in Indonesia", which is claimed to reflect the strengthening of the company's position in the national iron furniture market.

According to Nizar, the launch of the new tagline is part of the company's strategy to strengthen the brand identity.

"This new tagline further strengthens Importa's position as a player in the Indonesian iron furniture industry," he said.

This new tagline, he said, reflects Importa's position and commitment as the market leader in iron furniture in Indonesia which continues to innovate by presenting quality products, current designs, and an extensive distribution network that reaches various regions in Indonesia.

The tagline launch was symbolically carried out by Importa management in front of invited guests and visitors to the Jakarta Fair as part of the company's strategy to strengthen brand positioning and increase closeness to consumers.

"In the future, we are committed to continue strengthening its position as a trusted iron furniture company in Indonesia through product innovation, distribution network development, customer service improvement, and sustainable business expansion," he said.

In line with the new tagline "Indonesia's No. 1 Iron Furniture", Importa will continue to present furniture products as a solution for durable, strong, and economical home, office, and public space.

"Various products are presented to provide comfort and longer life with premium materials that are resistant to water, termites, and fungi," he said.

Nizar explained that PT Importa Jaya Abadi is a business unit of PT Nata Corpora Investama (N Corp) which operates in the field of distribution of home, office, and public space furniture made of iron.

Founded in 2011, the company has 28 distribution branches in various regions of Indonesia.

"Currently there are 28 branches throughout Indonesia and we continue to add them. Almost every month we add one branch. By the end of the year, our total target will be opened in 35 branches in Indonesia," he said.

For its distribution channel, Importa stated that it uses a partnership system. So Importa products can be obtained at furniture stores near all cities.

"The concept is that we have a warehouse, then we distribute it to partner stores. Currently, there are more than 6,000 partner stores selling Inporta products throughout Indonesia. Of course, this has a positive impact as well because our business strategy is B2B. So we also lift the economy of the stores in the area," he said.

In addition to the MURI record, the company has also won the Top Brand award in 2024 and 2025 for the iron furniture category, Superbrands 2024 for the furniture category, and the TVOne Innovation Building the Country 2025 award for the Innovation for Product Transformation category.