What is Super?
Founded in 2018 and headquartered in East Java, Super operates as a comprehensive digital platform designed to streamline the procurement of basic necessities and digital goods. The company addresses the fragmented retail market in Indonesia by offering wholesale convenience, competitive pricing, and logistics support, including free shipping. By leveraging technology to bridge the gap between manufacturers and local retailers, Super has established a defensible market position, effectively digitizing the traditional supply chain and enhancing operational efficiency for small-scale merchants across the archipelago.
How much funding has Super raised?
Super has raised a total of $98M across 2 funding rounds:
Series B
$28M
Series C
$70M
Series B (2021): $28M with participation from Stephen Pagliuca, Amasia, SoftBank Ventures Asia, Insignia Ventures Partners, DST Global Solutions, Y Combinator Continuity Fund, and TNB Aura
Series C (2022): $70M led by New Enterprise Associates
Key Investors in Super
New Enterprise Associates
Established in 1977 and headquartered in Menlo Park, California, New Enterprise Associates is a venture capital firm focused on helping entrepreneurs build transformative businesses.
Amasia
Amasia Group is a boutique consulting and investment firm that leverages strategic partnerships to help organizations enter new markets and access capital.
Insignia Ventures Partners
Insignia Ventures Partners specializes in providing venture capital funding and strategic support to early-stage tech startups across Southeast Asia.
What's next for Super?
With this major enterprise-level funding, Super is well-positioned to scale its logistics network and deepen its penetration into underserved Indonesian markets. The strategic focus will likely shift toward enhancing its proprietary supply chain technology and expanding its product catalog to include a broader array of digital and physical goods. As the company matures, the emphasis will remain on achieving sustainable unit economics while maintaining its competitive edge in a high-growth, high-volume sector. Investors are closely monitoring Super's ability to integrate further into the daily lives of Indonesian consumers, potentially setting the stage for future market dominance or strategic consolidation within the Southeast Asian tech ecosystem.
See full Super company page
