DLF Brands, part of real estate company DLF, is venturing into the home furnishing segment. It aims to launch 30 home solution stores under the brand name ‘Pure Home+Living’ in the next three years at an investment of Rs 200 crore. Pure Home+Living is the first in-house brand of DLF Brands. So far, most of the company’s retail operations have been either through franchisee or joint ventures.
The brand is targeting customers coming from the middle and the premium class. “What makes us different is that we are a vertically-integrated entity involved in designing, manufacturing and retailing. Keeping prices of our products reasonably low is not our starting strategy. Our strategy will always be volume over margin,” said Timmy Sarna, vice-chairman, DLF Brands. The brand has facilities in Moradabad, Ferozabad and Jaipur.
The first Pure Home+Living store has been opened at DLF Place Mall in Delhi. It covers an area of 20,000 sq ft. The company plans to set up another five to six stores in Delhi and Mumbai each and three in Bangalore. The company has already finalised 11 locations in these cities, of which two are DLF malls and nine non-DLF malls, including Infinity Mall, Market City Mall and Phoenix Mall. The brand plans to enter cities like Hyderabad, Chennai and Pune among others. It also plans to tap international markets like West Asia, South Asia and Europe.
With its expansion plans in place, the company expects a turnover of Rs 200-300 crore in two years’ time. The realty firm is also looking at investing in several marketing and brand building initiatives. “We will launch a full-fledged marketing campaign, mostly in print, followed by television. We will invest up to Rs 4 crore a year on the campaign,” said Sarna.
Not just Pure Home+Living, DLF Brands has plans for other brands as well. The company has partnerships and joint ventures with various global luxury brands, including Mothercare, Boggi Milano, Sunglass Hut and Ferragamo. “We plan to launch 70 stores across India this year, against 60 stores launched last year,” said Sarna.
