We do not have any competition in home décor space: Zafar Baig
We do not have any competition in home décor space: Zafar Baig

Pure Home + Living is one of the leading brands in home décor space. The brand is owned and operated by DLF Brands Ltd. Recently; the brand had participated in Opportunity India Summit 2017 held in the capital city New Delhi. Also, present at occasion Zafar Baig, COO - Retail & Special Projects at DLF interacted with indianretailer.com. Interview excerpts..

DLF brands has a diversified portfolio of retail brands. So, for which brands the company is scouting for franchise opportunity? And, what would be the estimated cost to franchise?

As of now, we are looking franchise opportunity for Pure Home + Living which is a home decor brand and Mother Care. The cost of franchising is about 50 lakhs including all.

What is current of distribution of Pure Home + Living? Apart from franchise expansion which other channels the brand is exploring to increase the distribution?

Presently, we have 17 company owned stores of the brand.  We are looking for people who are equally passionate about home décor to increase franchise expansion. However, we are exploring other channels of distribution as well such as market places and own e-commerce. We would be enabling our exclusive web commerce in next three four months.  

What kind of price points you have? What is average store size and which are your main retailed categories? 

We are starting rs.69 mugs and the range goes upto rs. 3500. The average size of our store is 1000 sq.ft and we retail in 15 to 16 categories. We would be expanding with all these operational categories that is the reason we are not exploring shop-in-shop model. 

What would be ideal location for your upcoming stores? And, what would the strategy for tier II and III cities? 

As of now, the strong focus is on metro cities, but we are also keen to expand in tier II and III cities. Primarily, we would be looking at high streets and malls locations. We have a range called PURE Basics which is again very high quality at much lower price point. This range contributes 30% of our entire range. So, according to market and TG we would decide the product mix. 

Who do you see as your potential competition in the same space? 

We don’t see much competition in terms of the quality of products we are going to bring in the market. 

So what are the plans to grow further? How many stores the brand is looking to opening including the company owned and franchised? 

We are looking to open ten stores including the company owned and franchised in near future. However, the franchise expansion will solely depend upon if we manage to get right partners in due course of time.

 

 

 

 

 

 

 

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