Selling luxury to tier II & III, affordably

With organised home décor and lifestyle products retailing growing at more than 30 per cent annually, according to industry estimates, there is a huge untapped market for the Rs 140 billion home improvement vertical in India. In recent years, along with the proliferation of domestic brands, the segment has also witnessed the entry of international retailers. One of them is Rosebys Interiors India, which forayed into India in 2008 with a slew of stores.

Rosebys kicked off operations in October 2008 with a store launch in the state of Punjab. In the six months following the launch, the company rolled out stores in Gujarat, West Bengal, Uttaranchal, Andhra Pradesh and Karnataka, where it opened over 54 stores. According to the company, the format has has been hugely successful in all these states.

The home decor retailer recently announced its foray into NCR market, with its 55th outlet opening in New Delhi's Connaught Place area.

The name Rosebys London
"The concept Rosebys London is meant for subliminal women. Women typically desire to be perfectionists when it comes to make-up, apparel and home. Rosebys London is a fashion lifestyle brand, which presents an aim to set high standards in home decor and meet the demands across the Indian environment," describes Nikhil Sen, director, Rosebys India Interior.

Product offering
The Rosebys product range has a wide range of designs in both furnishings and home adornments. Rosebys also features special collections with designer Varun Behl. The Roseby’s range is based on four mood boards or themes: Indulgence, Eco Chic, Geo Retro, and Peony Garden. Every range has a different concept and a product range from bed covers, bed sheets, towels, cushions to adornments such as photo frames, vases candles contemporary and a unique range of home stainless steel ware and personal care products.

Interestingly, despite selling luxury products, the chain has restricted itself to tier II locations. So far. Only after six months of operation has Rosebys found it wise to foray into metros.

USP
Besides being a thematic store, Rosebys is a single branded outlet. "All that you see in a Rosebys London store is made under our private label, and not just from a labeling perspective; the actual design element are also ours. We have come up with our own trend book, which is available in all the stores for consumers and professionals to acquaint them with the trends for tomorrow," Sen elaborates.

"Rosebys London is an affordable luxury brand; one does not need to spend through the nose to afford our merchandise," he adds.

Interestingly, despite selling luxury products, the chain has restricted itself to tier II locations. So far. Only after six months of operation has Rosebys found it wise to foray into metros.

Why another home furnishing brand? According to Sen, Rosebys has a very different look and feel as compared to rival brands. "Rosebys is not about selling export-surplus and value products; it’s about creating higher taste level with an exclusive ethos and a paradigm shift," he claims. Presence Interestingly, despite selling luxury products, the chain has restricted itself to tier II locations. So far. Only after six months of operation has Rosebys found it wise to foray into metros. “We plan to go state wise as per de facto standards. We want the consumer to perceive that all the Rosebys London stores across India are same and there has been no compromise on creating a superior retail environment. We don’t believe in come, see, look, buy and

leave, as that is confused messaging. We are here to create a warm and friendly environment for the homemakers,” says Sen.

"We will be opening 150 stores in the next six months," adds Aloke Banerjee, CEO, Rosebys. Further, the brand would also take the franchise route for expansion, he adds.

Consumers’ response
"“The response has been extremely overwhelming," claims Sen. "The Rosebys format is exclusive and above that, we are not over-priced as we understand the customer psychology."

Target audience
"India is changing and so is the Indian woman. Our priority is to address the modern Indian woman and her sense of aesthetics and home making," says Sen.

"Following the Rosebys brand values, we went ahead with Soha Ali Khan as our brand ambassador. Her appeal cuts through the length and breadth of India. She is a young, independent, working woman and has a versatile fashion statement, which is what our range talks about," he addds.

Home improvement market in India
"In India, there is tremendous market opportunity. Indian households are expected to grow from 13 million to 61 million in numbers by 2012, where currently, the organised home furnishing segment includes a mere 2,000 stores in the country," informs Sen.

"The home improvement sector in India is largely dominated by unorganised players. We are here to bridge the gap between luxury and low-end in this category. Rosebys aims at providing affordable-but-premium products to its customers. We have a wide range of products to suit the taste of every aspiring woman," Banerjee says.