Urban Ladder, India’s leading home furnishing brand today announced its partnership with HomeLane.com, India’s fastest growing home-interiors startup. Through this partnership Urban Ladder’s uniquely designed furniture, ranging from living, dining, bedroom and home decor items, will be made available to customers through the HomeLane catalogue. Furniture will also be integrated into HomeLane owned touch-points such as, apartments, experience centres and HomeLane’s Virtual Reality (VR)-based room planner – Spacecraft. Urban Ladder furniture is currently available at HomeLane experience centres in Mumbai, Hyderabad, Chennai and Bangalore. This partnership is a part of Urban Ladder’s – ‘UL Co-lab’ programme, an initiative to connect and build a community of interior designers on one platform.

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The common ground for both Urban Ladder and HomeLane is the principle of customer obsession. Both brands have been delivering customers an ‘experience’ through their impeccable quality, unique designs and unmatched service. HomeLane uses VR as well as deep design-to-manufacturing technology to make high-quality interiors affordable & accessible to urban Indian middle-class homeowners. Urban Ladder has carved a niche for itself by curating a range of exceptionally high quality products that speak a distinctive design language. Through this partnership, HomeLane customers will now have the option of complementing their HomeLane fit-out selection of modular kitchens, wardrobes, entertainments modules & other storage units with distinct and thoughtfully designed loose furniture & home decor items from Urban Ladder. All of this will be available to customers under HomeLane’s 45 days delivery or they pay rent guarantee.

“When furnishing homes, fixed furniture in the form of wardrobes and kitchens is usually the first things Indians invest in. Subsequently, they match moveable furniture, such as sofas, beds and dining, to work with the fixed furniture. This usually lacks cohesiveness and can be tedious. Through this partnership, we will leverage design sensibilities of both brands and seamlessly create designs that are cohesive and complete. We look forward to working with HomeLane to co-create beautiful homes across the country.” Said Sanjay Gupta, Chief Marketing Officer, Urban Ladder.

“Doing up one’s new home is an emotional experience – everything needs to be perfect! This association takes us one step closer to being an end-to-end interiors partner for new homeowners. Our core expertise has always been in providing exquisitely designed fit-outs, on-time, within budget and with quality assurance. However, the challenge of matching great loose furniture is something that has existed all along. With Urban Ladder products now available in the HomeLane customer journey, we can collaboratively complete the customer’s home furnishing life-cycle, with a cohesive and unmatched experience,   said Tanuj Choudhry, Chief Business Officer, HomeLane.

Urban Ladder was co-founded by Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. With over 2000 products and 35 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading furniture brand. The furniture is closely curated with design inputs from Urban Ladder’s in-house team of experienced designers. At present, Urban Ladder delivers to 18 cities in India (Bangalore, Mumbai, Delhi/NCR, Chennai, Goa, Pune, Hyderabad, Cochin Ahmedabad, Chandigarh, Surat, Kolkata Mangalore, Jaipur & Baroda)

Urban Ladder investors include Sequoia, Ratan Tata, Kalaari Capital, SAIF Partners, ABG Capital, Steadview Capital, TR Capital, Indo-US Venture Partners.

HomeLane is India’s fastest-growing home-interiors startup. In less than 3 years, HomeLane has helped 1200+ families move into beautifully designed homes complete with modular kitchens, wardrobes, living room & dining room units as well as storage cabinets. It is powered by 150+ designers; VR-based space planning tool – Spacecraft; and a contemporary design catalogue, enabling customers to get their homes ready in 45 days (or HomeLane pays rent!). It is backed by marquee investors Sequoia, Growth Story, Aarin Capital and Baring Private Equity VC. HomeLane currently operates in Bangalore, Chennai, Hyderabad and Mumbai.

 

Both Urban Ladder and Homelane are backed by Sequoia. Hence the partnership will help both companies to cater to a larger customer base. Urban Ladder which raised Rs. 1.02b / Series E funding last month has also applied for a single brand retail license. In order to boost their channels of distribution, Urban Ladder has also partnered with online marketplaces such as Amazon, Flipkart apart from partnering with GoZefo, a factory seconds and refurbished home solutions platform for its exchange programme.

This is a win-win situation for both the companies as their quest for more sales will be boosted with these partnerships. New channels of distribution will help them access more customers at a lower cost.