When we first met Andrew Kandolha and Rama Suparta in early 2022, they were running 11 eyewear stores across Jakarta. What stood out, however, wasn't the store count, it was the clarity of their mission and the quality of execution behind it. The founders were building a modern, lifestyle-driven eyewear brand designed for the next generation of Indonesian consumers who deserved better than the dull retail experience that had dominated the market for decades.

Three years on, our conviction has only strengthened. SATURDAYS has scaled into a truly national brand, expanded thoughtfully across Indonesia’s major cities, and built a profitable, resilient business along the way. We are proud to share that DSG Consumer Partners has doubled down on our partnership with SATURDAYS, participating in the company’s latest funding round alongside Openspace Capital and Altara Ventures.

A Mission Rooted in Quality and Hospitality

Andrew and Rama do not come from the optical industry. Their backgrounds span corporate finance, investor relations, and e-commerce. This outsider perspective helped them recognize a glaring gap in the Indonesian market: legacy retailers like Optik Melawai and Optik Seis had built nationwide footprints, catering to an older, more conservative customer base. The stores felt clinical, the service was transactional and the product assortment rarely spoke to younger, style-conscious consumers who valued design, quality, and experience.

SATURDAYS set out to change that. From day one, the brand positioned itself as a lifestyle destination, not just a place to fix your vision. Walk into a SATURDAYS store and you're greeted with warm lighting, full-length mirrors, and inviting spaces that encourage you to explore. Customers are encouraged to take their time, enjoy a coffee, and experience eyewear as something personal and expressive. Behind the aesthetics is real substance. Frames are crafted using premium materials and designed specifically for Asian facial features and tropical climates. Lenses are prepared quickly, without compromising on quality and staff are trained to deliver a knowledgeable and friendly service.

This focus on hospitality and quality has resonated deeply. Over 55% of SATURDAYS customers are walk-ins, a testament to the brand's ability to attract and convert shoppers simply through the in-store experience. With a net promoter score in line with some of the world's top brands like Netflix, Amazon, and Starbucks, and nearly 100,000 active customers, SATURDAYS has earned its loyalty, one interaction at a time.

Building a Business That Works

Since our initial investment, SATURDAYS has delivered on every dimension that matters. The company has more than tripled its revenue, growing from 11 stores to over 60 stores across 23 cities with disciplined execution. The team has maintained strong unit economics, with the vast majority of stores achieving profitability quickly and showing healthy payback periods.

Even more impressive, store-level profitability has improved as the fleet has scaled. Same-store sales have grown double digits year-on-year, while the company has kept its store failure rate astonishingly low across the entire portfolio. That kind of consistency doesn't happen by accident. It's the result of meticulous site selection, rigorous staff training, and a playbook that gets stronger with every new location.

Beyond physical retail, SATURDAYS has expanded its product range as well. What began as a single core collection - Classic, has expanded into four new collections: Vibe, a stylish and affordable line; Junior, designed for children; Active, tailored for sports and active lifestyles; and most recently, Blitz, a modern take on reading glasses. These additions have broadened SATURDAYS' appeal, allowing the company to serve a wider spectrum of customers while staying true to its core ethos of quality and design.

The brand has also leaned into collaborations with iconic names like Marvel, Indomie, Doraemon, and SUBARU, embedding them deeper into contemporary Indonesian culture.

Riding a Powerful Tailwind

SATURDAYS operates at the center of one of Southeast Asia's most compelling consumer trends. ~65% of the region's population requires vision correction, yet only ~40% wear prescription eyeglasses today, leaving a significant unmet need [1]. This gap, combined with strong GDP growth, rising discretionary spend, and rapid digital adoption, is expected to expand the eyewear market in the region from ~USD 7.4 billion in 2025 to ~USD 10.6 billion by 2030 [1].

In Indonesia alone, as many as 90 million people have an unmet need for vision correction, a reality that is becoming more pronounced as urbanization accelerates and screen time increase [2]. Against this backdrop, the Indonesian eyewear market, valued at USD 810 million in 2025, is projected to grow at an 8% CAGR over the next five years, reaching USD 1.2 billion by 2030 [3]. While legacy chains have dominated for decades, they were built for a different era and a different consumer. SATURDAYS is uniquely positioned to capture the next wave of demand: young, aspirational, digitally savvy consumers who expect more from the brands they buy.

This shift is already underway. In just three years, SATURDAYS has become the fourth-largest eyewear retailer in Indonesia by store count, trailing only incumbents with multi-decade head starts. And unlike those legacy players, SATURDAYS is built to be nimble, brand-driven, and deeply attuned to the preferences of Indonesia's rising middle class.

Why We're Doubling Down

Our decision to reinvest in SATURDAYS comes down to a few core convictions.

The execution has been world-class. Andrew and Rama have consistently done what they said they would do. They have scaled without losing control, improved unit economics over time, and built systems that support long-term growth rather than short-term optics.

The customer love is real. A high NPS score is rare in retail, let alone in a category as commoditized as eyewear. SATURDAYS has earned this loyalty by obsessing over every detail: the product, the service, the environment, the speed. Customers don't just buy from SATURDAYS; they revisit, they refer friends, and they become advocates. This kind of brand equity is extraordinarily difficult to replicate and becomes more valuable as the business scales.

The opportunity is still massive. Despite impressive growth, SATURDAYS has only scratched the surface in a country where the top three incumbents collectively run over 600 locations. There is meaningful runway to expand into new store formats, grow digital touchpoints, explore adjacent categories and new geographies, all while staying true to the brand’s core values.

SATURDAYS is still early in its journey, but the foundations are firmly in place. The brand has proven that Indonesians will choose quality, hospitality, and design when given the option. The unit economics work. The market is growing. And the team has shown they can execute at scale. We're excited to continue backing Andrew, Rama, and the entire SATURDAYS team as they build one of Indonesia's defining consumer brands for the next generation.

[1] Redeer, SEA Eyewear: Clear Vision For A ~USD 11 Bn Market, 2026

[2] Statista, June 2025

[3] Euromonitor, Eyewear in Indonesia, June 2025

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