Urban Ladder ties up with HomeLane for additional channel of distribution

Online furniture store Urban Ladder has tied up with interior design and décor platform HomeLane for an additional channel of distribution. The furniture brand, which is scouting for tieups to boost customer base, had started retailing on marketplaces Amazon India and Flipkart last year, apart from partnering with GoZefo, a factory seconds and refurnished home solutions platform, for its exchange programme.

Urban Ladder, which raised Rs 102 crore from Sequoia Capital, Kalaari Capital and others in February, has also applied for a single-brand retail license. The current partnership with Sequoia and venture capital arm of Baring Private Equity Partners India-backed HomeLane will help Urban Ladder acquire new customers at a much lower cost.

Sanjay Gupta, Chief Marketing Officer, Urban Ladder, said, "We will work on a commission model and convert new home buyers coming to the HomeLane platform into our customers. The customers who come to the HomeLane platform for modular and fittings solutions for their homes also have a need for loose furniture such as sofa, beds and other units which we would be providing them."

Gupta said he expects the multi-channel distribution model to account for 4% of the furniture brand’s business over the next three years. The company is also in talks with financing solution providers and other refurbished marketplaces for retailing its products.