Saphir Officially Launches in Indonesia: Elevating Shoe and Leather Care to New Heights

This month, we are proud to mark the official launch of Saphir in Indonesia, bringing over a century of expertise in premium shoe and leather care to a new audience. Our debut, celebrated under the theme "Step Into Shine", introduces Indonesian consumers to a world-renowned brand trusted by luxury houses, master shoemakers, and leather enthusiasts across the globe.

A Legacy of Excellence
Saphir has built its international reputation on exceptional formulations designed to preserve the natural beauty and longevity of leather goods without compromising their original materials. Each product is meticulously crafted to deliver outstanding results in cleaning, conditioning, and protecting all types of leather.

“We are delighted to introduce Saphir to the Indonesian market. This country presents a significant opportunity, and we are confident that Indonesian consumers will value the superior quality of our products,” said Marc Moura, President and Owner of ALMA F.R.C., our parent company.

A Trusted Local Partner
To ensure widespread availability throughout Indonesia, we have appointed PT Putra Maya Lestari as our exclusive distributor.

“It is an honour for us to represent Saphir in Indonesia. We believe the brand will soon become the preferred choice for discerning customers seeking premium shoe and leather care solutions. This launch represents a turning point in how Indonesians care for their footwear and leather accessories,” stated Floriani Sjaaf, Vice President of Sales & Marketing at PT Putra Maya Lestari.

Strengthening Our Asia-Pacific Presence 
Our entry into Indonesia follows successful expansions in Singapore and other key Asia-Pacific markets.

“We’ve seen Saphir thrive throughout the region and are confident the brand will achieve even greater success in Indonesia. The quality of Saphir products speaks for itself, and we believe Indonesian consumers will truly appreciate what sets them apart,” said Raymond Tan, CEO of Dunkelman Singapore.

Premium Product Ranges 
Saphir offers two complementary lines designed to meet a range of consumer preferences: Saphir Médaille d’Or: Our flagship range, featuring natural ingredients and complex formulations with a high concentration of active components. Ideal for those who appreciate traditional, in-depth leather care techniques. Saphir Beauté du Cuir: A modern, efficient range that combines technological innovation with high performance. Perfect for consumers seeking quick yet effective care without compromising on quality.

Celebratory Launch Events
To commemorate our Indonesian launch, we hosted a series of exclusive events, including a reseller gathering, a live Q&A with Marc Moura, and a special showcase featuring Ash Samsudin, 2022 World Champion in Shoe Shining. Ash conducted a live polishing demonstration and served as the head judge for Indonesia’s first-ever shoe shining competition.

“As a professional in shoe care, I’ve tested many products—but Saphir remains unmatched in quality. The results are consistently exceptional, and the long-term benefits for leather preservation are clear,” Ash Samsudin shared.

Promoting Leather Care Awareness 
Our presence in Indonesia aims not only to provide access to high-quality products, but also to raise awareness about the importance of proper shoe and leather care. Through our trusted solutions, we hope to inspire a new standard in maintaining and enhancing leather goods among Indonesian consumers. For more information, visit Putra Maya Lestari