Pepperfry enters mattress segment; introduces in-house brand Cluddio

Must Read, India’s No.1 furniture and home products marketplace, has forayed into the Rs 6,000 crore mattress in India with the launch of its new house brand Clouddio.

Pepperfry has built a formidable portfolio of House Brands with nine brands covering a wide spectrum of design sensibilities in the furniture and modular segment. The launch is in line with Pepperfry’s expansion strategy of the house brands portfolio and a positive margin contribution to the business growth.

Pepperfry’s latest house brand Clouddio has good quality mattresses and additionally offers pillows, mattress protectors etc. at competitive price-points for Indian consumers. Pepperfry’s bedroom furniture range, especially beds, has witnessed high traction amongst consumers and is one of the highest selling furniture item in terms of revenue. Therefore, entering the mattress and bedding segment is a natural extension of the company’s existing portfolio. It further strengthens Pepperfry’s product offerings to cover every small requirement of a home owner.

Indian mattress industry is growing substantially with only 38% of the market being organized, thus offering a great potential to establish a formidable brand in this underdeveloped segment. The opportunity is further amplified with the new age consumer focus on investing in the right mattress and related products for better health and posture, which is driving further growth in this category. Pepperfry identified the gap in supply for a brand that caters to comfort and affordability. Clouddio has been designed in a variety of comfort options with material options ranging from coir to premium pocket spring covering every customer segment.

Clouddio comprises of sub-brands such as – Stratus, Cumulus, Nimbus, Altus and Cirrus. These are made from versatile materials that include foam, coir, bonnell springs and pocket springs. Clouddio mattresses come with two to eight-year warranty against any manufacturing defects. Pepperfry is also offering an easy return policy on every mattress purchase.

Commenting on the launch, Hussaine Kesury, Chief Category Officer, Pepperfry said, “We are excited about venturing into the promising mattress and bedding market. In keeping with our larger aim to expand our house brands and taking cognizance of the rising demand for mattresses, we have introduced Clouddio that caters to diverse consumer requirements in terms of material, price, comfort and convenience.”

He further added, “Our existing house brands already offer bespoke furniture and home décor products to our customers and contribute to 50 percent of our overall business. We are looking taking their experience a notch higher with Clouddio which keeps our customers’ comfort at the fore. I am certain that this brand will further aid Pepperfry’s rapid growth and strengthen our engagement with discerning customers.”

Pepperfry already has an array of successful house brands- Woodsworth, Ambervile, Mudramark, Bohemiana, CasaCraft, Mintwud, Mollycoddle, Primorati and Mangiamo. The latest addition Clouddio is expected to contribute 5-10 percent to the overall Pepperfry business in the next few months.

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