Online furniture retailer Urban Ladder is expected to open its brick-and-mortar store in Gurgaon by the middle of the year, after its first outlet in Bengaluru.
Ashish Goel, Chief Executive Officer, Urban Ladder, said, "Our second store will come up in Gurgaon. Once Bengaluru is live, then we will do Gurgaon. Most probably it will be in June-July."
Urban Ladder is planning four types of formats, including a catalogue for mat where furniture items will be displayed like in any other store and other concept outlets where the company will show case replicas of living rooms or bedrooms. The furniture retailer will sell every item under its Urban Ladder brand.
Goel said,"We are also doing some category specific stores. For example, we will do a living room concept store in a neighbourhood catchment area. This will be focused on living rooms showing our sofas, recliners and easy chairs."
Cross-town rival Pepperfry already operates an outlet in Gurgaon. Ecommerce companies including spectacles seller Lenskart, baby products store Firstcry and lingerie brand Zivame have been opening stores as experiential centres for customers. A physical presence helps such retailers tap those customers who may still be uncomfortable shopping online.
As per Goel, Urban Ladder's store in the Millennium City would be "more room-oriented, inspiration-oriented" and spread over about 5,000 square feet.
Late last year, Urban Ladder filed an application with the Department of Industrial Policy and Promotion (DIPP), seeking to convert its current marketplace ecommerce model into a single brand retailer so that it can stock products and sell them directly to consumers and still retain its foreign investments.
Goel said the online furniture marketplace is yet to get DIPP approval for single-brand retailing.
By becoming a single-brand entity, it can buy goods, hold them in its own warehouses and also sell them to consumers.