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Tokopedia's tech-for-everything plan brings it into bridal business

Indonesian e-tail unicorn buys Bridestory as part of broader strategy

A couple in wedding attire poses for photographers in Bali.   © Reuters

JAKARTA -- Tokopedia, Indonesia's largest online retailer, is determined to grow beyond that identity and believes it has found a match that fits its strategy: Bridestory.

The $7 billion e-tailing startup, backed by the SoftBank Vision Fund and China's Alibaba Group Holding, made the Indonesian online bridal services provider a wholly owned subsidiary in June. The purchase price was not disclosed, but local media reported it was around $30 million.

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