Kurl-on Launches Sofas in the Semi-Premium Segment
by Shrutee K/DNS
Mumbai, July 31, 2018: Kurl-on, India’s leading mattress, home
furniture and furnishing products company, today announced plans to expand and
strengthen its product portfolio in the home furniture category from 18 product
categories and SKUs at present to 40 by end of 2018. Kurl-on
recently introduced its private brand of home furniture and retail outlets
‘Home Komfort’ & expects this segment to contribute to a significant 10-15%
of its total revenues of 2000 crore by the end of 2019.
Keeping with the brand’s strategy of catering
to unmet market and customer demands in the home furniture category, Kurl-on
for the first time launched sofas in the semi-premium range. The newly launched
range with diverse variants to choose from, will not only combine style and
luxury with comfort and functionality but will also be available at price
points, that address the large market gap between premium, luxury brands
and the vast range provided by unorganized players. Price starting from INR
29,000/- all the way up to INR 1.7 lac, the new sofa collection will be
available across Kurl-on’s exclusive brand outlet chain at www.homekomforts.com.
Home furniture category continues to largely
remain an unorganized market in India, barring entry of few brands in the last
few years. Existing offerings in the market leave a gaping gap in understanding
the Indian customer who despite constantly evolving tastes, exposure and
preference still looks for conventional factors such as quality, durability,
value-for-money pricing, among others. It is this consumer who continues to
dominate the market and unfortunately he has little choice but to decide
between premium luxuries at exorbitant pricing or good looking products at low
prices, but poor in quality.
Addressing the announcement and the
expansion plans of the company, Mr. Sudhakar Pai, Chairman and Managing
Director, Kurl-on emphasizes on “Who better than a market leader and a brand
that has remained strong for more than half a century, to pioneer the change
and address this gap. Our years of experience and leadership in the
mattress category besides our strong manufacturing capabilities and retail
presence will provide the backing that any brand leading a category shift
requires and we are confident, we will emerge a leader in this segment too.”
Kurl-on currently has about 50000 lac sq
ft and 31 exclusive outlets under its ‘Home Komfort’ retail chain and the
company aims to further expand its exclusive brand outlets alongside the
product portfolio expansion. Besides, it has 850+ exclusive franchise outlets
and 7000+ multi-brand outlet presence across the breadth and width of the
country, making its products accessible to its customers easily.
About Kurl-on Enterprise Ltd: Kurl-on
a brand name synonymous with “mattresses” is India's leading manufacturer
of mattresses, furniture and furnishing products in India. The company
currently has 10,000+ dealers, 72 branch and stock points and 10 strategically
located manufacturing facilities across Karnataka, Orissa, Madhya Pradesh,
Uttaranchal and Gujarat. With state-of-the-art technology, Kurl-on endeavors to
improve standards in the Indian mattress and furniture industry besides being
in tune with the changing needs of Indian consumer. For more information, do
visit http://www.kurlon.com/
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