Exporting designer labels to the world

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Exporting designer labels to the world
Yanto Soegiarto | October 01, 2011

As women make their way in the world of business and government, role models are essential. One figure worth emulating is Anne Patricia Sutanto.

For Anne Patricia Sutanto, vice president director of the giant knitting and garment manufacturing company PT Pan Brothers Tbk., handling the affairs of five different companies has become a daily routine.

“As long as we can allocate the time, technology now enables good communication with our people. We can manage,” Anne told GlobeAsia at her office in Tangerang.

Anne is closely involved in strategy and monitoring of performance of the Pan Brothers factories in the provinces of Banten, West Java and Central Java. As president director of PT Panca Prima, a member of the Pan Brothers Group, she oversees production of jackets and heavy garments.

The Pan Brothers holding company, often known as PBRX, is an export-oriented company which traditionally sent most of its products to Europe and the United States. “Now Europe and the United States are in crisis and our export orientation has shifted to the emerging economies such as China, Japan and Asia,” says Anne.

PBRX products carrying global brands such as Nike and Adidas are doing extremely well in the emerging markets with high sales growth.

Pan Brothers is currently ramping up to double its production capacity and is targeting a 70-80% increase in US dollar earnings. “For next year, we are targeting 30% to 50% more revenue compared to the target this year,” Anne states.

PBRX manufactures top garment brands such as Hugo Boss, Marks and Spencer, Emporio Armani, Calvin Klein, Jack Nicklaus, Macy's, Billabong, Aigner, Nautica and Benneton.

She adds that the company has acquired a 51% stake in PT Hollit International, a buying agency focused on development and creation of latest trends in styling, management of collections and production of world-renowned brands. “Now we will begin the strategy of promoting private labeling and in-house brands,” says Anne.

PBRX has representative offices in Taiwan, Hong Kong, Singapore and South Korea. The company operates 16 factories in Tangerang, Boyolali, Sukabumi and Solo.

Aside from her positions at the two companies, where she works as a pure professional, the University of Southern California graduate has her own private interests where she operates as an entrepreneur.

She owns two companies where she is also the president director. The first, PT Homeware International Indonesia, manufactures natural woven products and rattan homeware accessories and furniture, while PT Indoveneer Utama makes garden furniture, fences and doors and other wood products, and operates a forest concession. Products of both companies are export-oriented.

“So far I can manage the time. It’s a matter of how far we would like to go,” says Anne, the daughter of a well-known plywood magnate and granddaughter of the founder of textile company Batik Keris.

She has traveled all over Indonesia and notes that gender equality is occurring at all levels across the country. “I have to admit it. I have seen a woman Supreme Court justice, the governor of this (Banten) province is a woman. I have seen many women doing well in society,” says Anne.

“It is good to know that women are at the top in Yogyakarta’s Bantul regency and as the head of the attorney general’s office and the police chief there,” she states.

Don’t use your femininity to justify your weakness especially in the business environment, warns Anne. Instead women should use their gentler approach to life to influence, motivate and come up with good strategies.

The business environment requires women who are tough, firm and decisive yet gentle and caring. “I am not talking about the superiority of women or men but the ideal management should comprise a mix of men and women,” she says.

“I have to admit that men are long-term thinkers while women are more sensitive. An organization is not a machine but also human software. There are sensitivities which of course women can handle better.

“A combination of both men and women would capture everything and solve problems. We need both qualities in facing both internal problems as well as globalization,” says the mother of two.

Anne also touches on the need for humility, being down to earth and avoiding the domination of the ego. In order to lead, women should set a good example, have good intentions and commitment, character and a clear vision so that their strategy will work as well as be an inspiration to others, she believes.

Asked whether she has experienced tough times in her profession, Anne admits that tough problems often arise in managing companies. “Normally I will sit down and have coffee and think. When it is really difficult, as a Catholic I pray to God to show me the way. There is always a way to solve our problems,” she states.

Role models

On the local front, Anne praises former finance minister Sri Mulyani Indrawati as an example of a woman leader who was able to both develop concepts and implement them.

Citing Sri Mulyani’s move to increase the number of taxpayers in Indonesia, Anne agrees that boosting the tax base is essential for Indonesia to prosper. “We have to be good taxpayers if we want to advance. Sri Mulyani is not only good in framing concepts but in implementation as well,” she adds.

“How can we demand better infrastructure and public safety if we don't pay taxes?” adds Anne. “In other countries, if you see the road full of holes, it will be fixed in a matter of days. But here, you have to wait for months or until someone is killed.

“We have to be good taxpayers before we start making demands. You should not ask what your country can give you but what you can give your country,” says Anne, paraphrasing the famous statement by John F. Kennedy.

On the international front, Anne's role model is former Singaporean leader Lee Kuan Yew. She also praises Swedish furniture magnate Ingvar Kamprad, the founder of IKEA, and Spanish billionaire Amancio Ortega, who founded clothing retailer Zara. She is impressed by the way the two businessmen work and especially by their humility.

Anne attributes her own success to what her father the late Andi Sutanto taught her about idealism and transparency. Her husband and children also help by understanding her role as a career woman.
“I could not have reached this stage and achievement without their support. I am blessed as a woman who has a family that loves me the way I am,” smiles Anne. GA