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Fashion etailer Fashionara enters home furnishing category
Mar '15
Online fashion retailer Fashionara has entered India’s burgeoning home furnishing market with the launch of 36 brands across 7 new categories.

“We have added close to 7,500 new products to our Home Fashion catalogue and plan to increase this number to 20,000 in the next 3 to 4 months,” it said in a press release.

Some of the brands that Fashionara has on board include Mesleep, Swayam, Portico New York, Bombay Dyeing, Tangerine, Stellar Home USA, Corelle, Skipper furnishings and House.

Fashionara’s current offerings include a wide range of products across categories like apparel, accessories, innerwear and cosmetics.

Arun Sirdeshmukh, CEO at Fashionara said, “We are very excited to enter the Home Fashion category and home fashion is a segment that is growing extremely fast.”

He added, “It is a perfect fit for us as most of our customers are between 25 and 35 years of age, with many in the process of setting up their first independent homes.”

“We expect to continue to double our business every second quarter on the back of this new category,” Sirdeshmukh observed.

Under Home Fashion, Fashionara has divided its collection across different living spaces like bed n bath, living, kitchen and dining, décor and study.

It also offers products that can be used across these spaces under a ‘miscellaneous’ category. For those who are looking for eclectic and chic, it offers its collection of F.lea home décor products as a separate category.

“Our homes are extension of our personalities and we at Fashionara aim to offer a curated and really stylish collection of home fashion that goes with the eclectic taste of our customers,” Sirdeshmukh noted.

“By putting our F.Lea Market products side by side with the top brands, we are merging contemporary with chic here and we are confident that our customers will love the collection,” he explained.

In the second half of 2014, Fashionara had introduced F.Lea Bazaar, where it enabled selected sellers from flea markets across the country, to retail their products on its portal.

India’s online home and furnishing market is booming with more and more people shifting their purchases online owing to access to a large variety, latest designs and convenient door-to-door delivery.

Pegged at $20 billion, the market is growing at the rate of around 15 percent year on year, with online players in this space growing by 3 to 5 times every year.

With over 90 per cent of this market still being unorganised, there is a huge opportunity for e-commerce companies to own a large market share in this space.

Some of the most searched products in this category on Google are bed linen, kitchenware, clocks and home decorative. Fashionara aims to offer these and a lot more on its platform. (AR)

Fibre2fashion News Desk - India

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