For 14 years, Sumimo grew as a trusted local baby products brand among Indonesian parents. By 2026, the business was facing a significant performance decline. Marketplace revenue had dropped by more than 50% compared to the previous year, with declines occurring across nearly all core products.
On the surface, it looked like a sales problem. But as Stellaris1 began examining the business more holistically, a more fundamental question emerged. Was this simply a performance issue, or was something deeper happening to the brand?
Challenge
Starting with Questions
Stellaris1 began the project by defining a series of strategic hypotheses. Was the decline caused by marketplace performance? Had the product portfolio become too broad? Was the brand attracting the wrong audience? Or had Sumimo simply lost clarity in what it stood for?
To answer these questions, Stellaris1 consolidated sales data across online and offline channels, mapped product performance, analyzed customer locations, and reviewed overall revenue trends. The team focused on finding patterns that could explain the bigger picture.
Our Approach
Finding the Pattern in the Data
Using the BCG Matrix alongside sales performance data across online and offline channels, Stellaris1 mapped the contribution of every product category within the portfolio.
The analysis revealed two things. First, Sumimo had gradually expanded into a wide range of baby product categories, making the brand increasingly difficult to define. Second, although the portfolio had grown significantly, only a limited number of product categories were driving meaningful business value.
When those categories were examined together, Stellaris1 discovered they all addressed the same customer need — helping babies feel more comfortable in their everyday routines. The strongest contributors to the business were not defined by product type, but by the value they delivered.
Meanwhile, many of the newer categories contributed little to the business while adding operational complexity. Although they expanded the portfolio, they did little to strengthen what Sumimo was naturally becoming known for.
The challenge was not a lack of good products. It was that the brand had gradually expanded beyond its strongest territory.
Where Product and Customer Aligned
The next step was to validate whether this product pattern reflected what customers actually valued.
Most of Sumimo’s customers are modern urban parents who prioritize comfort, quality, and reassurance when choosing products for their children. For them, baby products are more than functional items. They are part of creating calmer routines and a better everyday parenting experience.
What made Sumimo’s strongest products successful was also what customers valued most. Comfort.
Translating Insight into Brand Strategy
Based on these findings, Stellaris1 recommended revitalizing Sumimo’s positioning.
Rather than introducing a completely new identity, the team refined what the business had already demonstrated through its strongest products and customer behavior. The positioning evolved from “Cute Animal Baby Brand” to “Baby Everyday Comforts,” giving Sumimo a clearer and more defensible territory in the market.
This positioning was brought to life through the brand concept, “Where Comfort Meets Compassion”. It reflects Sumimo’s belief that thoughtfully designed products should create greater comfort for babies and peace of mind for parents, while expressing compassion for the animals and environment that inspire the brand.
To reinforce this direction, Stellaris1 restructured the brand message hierarchy, placing “Comfort for Babies, Peace for Parents” as the primary promise, while “A Softer World for Babies Also Means a Kinder World for Animals” became a supporting narrative that deepened the brand story.
This strategic direction became the foundation for broader recommendations across product strategy, communication, visual identity, and channel development, ensuring every aspect of the brand reinforced the same promise.
Turning Data into Direction
What began as a revenue challenge became a question of brand clarity.
By removing distractions and bringing the business back to its core, Stellaris1 uncovered a direction that had always existed beneath the surface. The result was not only a revitalized positioning but also a stronger foundation for future growth.
