ATI Group Expands ESR Retail Presence with Branded Corners in 5 New Cities

ATI Group is growing its physical retail footprint with five new ESR branded corners, bringing the brand's MagSafe accessory ecosystem within physical reach of consumers outside Greater Jakarta for the first time.

The new locations:

• Surabaya
• Medan
• Makassar
• Bandung
• Semarang

What a Branded Corner Offers

Each branded corner is a dedicated retail display inside partner electronics and lifestyle stores, giving customers a hands-on experience before they buy — something a product listing can't replicate. Shoppers can test the magnetic snap of HaloLock cases, compare finishes in person, and get guidance from staff trained specifically on the ESR lineup.

The displays cover ESR's core categories: MagSafe-compatible phone cases, wireless charging accessories, iPad cases and keyboard covers, and everyday carry essentials — all sourced through ATI Group's authorized channel with full manufacturer warranty.

Bridging Online and Offline Distribution

Since 2021, ATI Group has built its strategy around combining e-commerce reach with physical retail activation. Marketplace platforms already put ESR in front of shoppers nationwide — but for accessories, fit and build quality are things people still want to check in person before buying.

These five cities were chosen based on existing marketplace demand — a physical presence here complements our online channels rather than competing with them.

What's Next

These five cities add to ATI Group's existing retail touchpoints, with more branded corners — for ESR and its other represented brands — planned as part of an ongoing, demand-driven rollout. Customers in these cities can now visit their nearest partner location, while the full catalog remains available nationwide through ATI Group's official marketplace stores.