MyBrand

MyBrand operates as a social commerce marketplace focused on the culinary sector in Indonesia, specifically targeting micro, small, and medium-sized enterprises (MSMEs).

The company was founded in 2018 by Louise Lautan and Vernandy Chang. Lautan started MyBrand after recognizing the growth potential for food and beverage businesses in the digital era. The platform was developed to support home-based culinary businesses and social media sellers by providing them with a dedicated marketplace application to reach a broader customer base. Businesses can register through a partner app, and once approved, they can begin selling and managing orders directly. One of the key milestones for the company was its participation in the third batch of the Accelerating Asia accelerator program.

In a significant strategic move, MyBrand was acquired in December 2021 by Yummy Corp, a cloud kitchen operator in Indonesia. The acquisition was driven by a shared vision to empower culinary MSMEs through technology. Following the acquisition, the entire MyBrand team, including founder Louise Lautan, joined Yummy Corp, with Lautan taking on the strategic role of Managing Director. The integration of MyBrand was intended to strengthen Yummy Corp's Yummyshop application, automatically migrating MyBrand's merchants to the platform, which is connected to various payment and logistics systems. At the time of the acquisition, the combined platforms of Yummyshop and MyBrand served approximately 15,000 merchants across Indonesia.

Keywords: culinary marketplace, social commerce, Indonesian food startup, F&B MSME, home-based culinary business, food technology, Yummy Corp acquisition, Louise Lautan, Vernandy Chang, Accelerating Asia, online food sales, restaurant support, mobile hawkers, partner app, social marketplace