Fine furniture brand by English-based furniture designer Jonathan Sowter makes India debut

Jonathan Charles Furniture is a premium luxury furniture brand, known to manufacture the highest-quality European antique replicas as well as unique transitional, modern designs. Having worked with projects throughout North America, U.K., Spain, Italy, and France, just to name a few, they aim to constantly expand into new markets, while continuing to be a brand synonymous with the finer things in life.

Over the past years the brand has worked with leading players in the hospitality such as Ritz Carlton, St.Regis, Hilton, Lanesborough Hotel, London. As part of their expansion plans, the brand looks forward to venturing in the Indian market. In an exclusive conversation Jonathan Sowter, Founder- Jonathan Charles Furniture shares more insights on India expansion. 

What kind of market potential do you see in Indian market for brands such as Jonathan Charles Furniture?

The target market segment for Jonathan Charles is relatively small in relation to the population as a whole due to the luxury price point. This however still provides huge potential compared to other regions around the world.

Tell us about the international presence of the brand? What kind of distribution is planned for Indian market in the online as well as offline market?

Jonathan Charles has its own distribution channels in Vietnam, USA and China and works with exclusive Distribution Partners in Australia, Japan, Russia, Middle East, North Africa, Pakistan, UK & Europe supplying high end designers and retailers for both residential and hospitality projects.

In the Indian market we will be working with leading design houses and designers, hotel operators and owners.  We plan to set up Jonathan Charles Galleries around the country to service the end user market.  We do not have plans to sell online.

What kind of challenges do you in the Indian market for new brand like yours?

With a large capable local manufacturing base, imported product is always at a disadvantage, from both more speedy supply and also copies from the local market.  However we believe our quality, unique capabilities, design and value added service will prevail.

World renowned furniture retailer like IKEA is already operational here. Who do you see as your competition for your brand?

Our competition would be other imported brands in the luxury furniture segment. Ikea is not a competitor in the luxury home segment and caters to a different client base altogether. Customers who understand real quality and designer collections across the world are really competition. Especially the European high end furniture brands.

Kindly highlight your growth plans?

After a successful launch at the ID 2020 expo, our next plans will be to open a JC boutique Gallery in New Delhi, followed by designer partnerships in key cities like Mumbai in the west & Bangalore in south