What truly sets Urban Space apart is our in-house manufacturing
Radhika Koolwal, Co-founder of Urban Space, has played a pivotal role in transforming her husband Rohit Agarwal’s family textile business in Ahmedabad into one of India’s leading home décor brands. With no prior experience in textiles or home furnishings, Radhika leveraged her background in engineering and marketing to build the brand’s e-commerce presence from the ground up. Since joining the business in 2018, she has been instrumental in driving Urban Space’s digital expansion.
Her strategic vision, coupled with Rohit’s expertise in textile production, has positioned Urban Space as a brand that seamlessly blends quality and affordability. Their success was further recognised when the brand was featured on Shark Tank India (Season 3, Episode 17), a testament to their innovative business approach.
In this interview with Fibre2Fashion, Radhika shares insights into her journey, the challenges of scaling a traditional business in the digital age, and the vision that continues to drive Urban Space forward.
Can you share the story behind the founding of Urban Space? What inspired you to focus on home furnishings and décor?
The idea for Urban Space stemmed from identifying a significant gap in the market for semi-premium home décor. Initially, we were white-labelling for major retail giants in India, which allowed us to recognise this untapped segment. That insight led to the creation of Urban Space, a brand that brings high-quality, well-designed home furnishings to consumers at accessible prices.
With numerous home furnishing brands in the market, what sets Urban Space apart? How do you maintain a competitive edge?
What truly sets Urban Space apart is our in-house manufacturing, which gives us complete control over quality and design experimentation. Having our own manufacturing unit allows us to optimise production costs, ensuring competitive pricing while maintaining superior quality. This unique advantage helps us stay ahead in the market by offering innovative, trend-forward designs at an optimal price point.
Your collections range from bedding and curtains to table linens and carpets. What is your approach to curating and designing these collections?
Our in-house product development team conducts thorough research on colour trends, patterns, and motifs, ensuring that every collection is unique and aligned with evolving market preferences. By blending creativity with functionality, we strive to create products that elevate home aesthetics effortlessly.
Your website highlights curtain customisation. How important is customisation to your business, and are there plans to expand it to other product categories?
Customisation is at the heart of our business. To thrive in any category, listening to customer needs is crucial, and we are committed to offering personalised solutions. Moving forward we are planning to add customisation name tag options in bags where the customers can proudly carry it around.
Are sustainability and eco-friendly materials part of Urban Space’s vision? If so, what initiatives have you implemented?
Sustainability is a core value at Urban Space. We have taken several initiatives, including installing solar power in our manufacturing units to reduce our carbon footprint and eliminating single-use plastic in our packaging. Our goal is to continuously explore eco-friendly alternatives in our materials and production processes.
How is the rising demand for sustainable and eco-friendly home décor influencing product design and consumer choices in the industry?
Sustainability is no longer a niche preference but a mainstream demand. Consumers are actively looking for eco-friendly home décor options, pushing brands to adopt greener production practices. At Urban Space, we continuously innovate with sustainable materials, ethical sourcing, and eco-conscious manufacturing processes to align with this shift.
Have you observed any major shifts in consumer preferences for home décor and furnishings? How does Urban Space adapt to these trends?
One of the biggest trends we have observed is the growing demand for customisation. Consumers now seek unique, personalised home décor pieces that reflect their individuality. Additionally, the shift from traditional retail to digital platforms for purchasing home décor has accelerated. Urban Space is adapting by enhancing our online presence and offering customisable products to meet these evolving preferences.
In what ways has the shift to a hybrid work culture affected home décor trends, especially in balancing functional workspaces with comfortable living areas?
The hybrid work culture has significantly influenced home décor trends. Consumers now seek multifunctional furniture and soft furnishings that balance comfort with productivity. There is an increased demand for aesthetic yet functional home office setups, leading us to explore products that enhance both work and relaxation within the home environment.
How are advancements in smart home technologies reshaping traditional design aesthetics to create tech-infused home décor?
Smart home technology is redefining home aesthetics by merging convenience with modern design. Features like automated curtains, voice-controlled lighting, and temperature-regulating textiles are becoming integral to contemporary home décor. Urban Space is closely monitoring these trends and exploring ways to integrate smart solutions into our product lineup.
Urban Space operates online. Are there any plans to open brick-and-mortar stores, or do you see the future solely in digital retail?
Yes, in the upcoming financial year, we plan to expand our presence with exclusive brand outlets (EBOs). These physical stores will offer customers a unique shopping experience where they can touch and feel our products before making a purchase. While digital retail remains a strong focus, a hybrid model will allow us to serve our customers better.
What have been the biggest challenges in scaling Urban Space, and how have you overcome them?
One of the biggest challenges has been establishing brand recognition in a highly competitive market. To overcome this, we have focused on digital-first marketing strategies, collaborations with influencers, and consistently delivering high-quality products that build customer trust and loyalty. Managing supply chain efficiency has also been a challenge, which we have tackled by optimising logistics and strengthening vendor partnerships.
What challenges and opportunities have emerged as the online home décor market continues to grow and drive the digital transformation of home styling?
The biggest challenge in the online home décor space is bridging the gap between digital shopping and the tactile experience customers seek. To address this, we focus on high-quality product imagery, detailed descriptions, and also planning to introduce AR/VR technology to help customers visualise products in their spaces. The opportunity lies in leveraging data analytics to offer personalised recommendations, enhancing the online shopping experience.
What major supply chain disruptions have affected the home furnishings industry in recent years, and how are companies mitigating these challenges?
Supply chain disruptions, especially during the pandemic, highlighted the importance of local manufacturing and diversified sourcing. Rising raw material costs and logistical delays have impacted production cycles. At Urban Space, we mitigate these challenges by maintaining strong relationships with multiple suppliers, investing in in-house production capabilities, and optimising inventory management to ensure smooth operations.
Are there any collaborations with designers or brands in the pipeline? Do you plan to expand your product range further?
Yes, we are actively exploring collaborations with designers and brands to bring fresh perspectives to our collections. Additionally, we are expanding our product range beyond home décor into categories like bags and accessories, ensuring that Urban Space remains a versatile and evolving lifestyle brand.
Where do you see Urban Space in the next five years? Are there any upcoming innovations or changes we should watch out for?
With the rise of direct-to-consumer (D2C) brands, our vision for the next five years is to establish a solid foothold in the Indian market by offering a comprehensive range of home décor solutions. We also plan to launch our on-call expert home décor services helping customer choose the right product for their house.
