Kurl-on – Rolling Big-time To­wards Home Seg­ment

VMRD - - Talk Retail -

Founded way back in 1962, In­dia’s lead­ing mat­tress man­u­fac­tur­ing and re­tail­ing com­pany, Kurl-on, hold­ing 50% share in the branded cat­e­gory, is fast mov­ing to­wards home im­prove­ment seg­ment. The brand, diver­si­fy­ing into a to­tal num­ber of 5 re­tail for­mats, to­day has close to 1000 re­tail stores along with ap­prox. na­tion­wide net­work of 10,000 deal­ers. VM&RD speaks to T Sud­hakar Pai, Chair­man & Man­ag­ing Di­rec­tor, Kurl-on, on the brand’s move­ment to­wards home store seg­ment, in­no­vat­ing re­tail store for­mats and re­tail growth plan.

You have been strong in the prod­uct seg­ment and wide­spread deal­er­ship net­work. What prompted you to start your own re­tail store net­work?

In­ter­est­ingly, as we walked the path of prod­uct in­no­va­tion, we re­alised that it’s im­por­tant to con­vey the im­por­tance and set­ting of our prod­ucts in a more cus­tomer­friendly way. What hap­pens in an MBO for­mat is that we are not able to present our high-end tech­nol­ogy and de­sign (of the prod­ucts) in a set­ting which looks like their homes. Adding to that, we feel that home im­prove­ment seg­ment has tremen­dous growth op­por­tu­nity. There­fore, at Kurl-on, our ob­jec­tive now is to ac­com­plish the “Sit & Sleep” seg­ment.

Tell us about your re­tail for­mats and what’s in store for fu­ture?

We cur­rently op­er­ate through 5 re­tail for­mats – Kurl-on Home, Sofa World, Mat­tress In­ter­na­tional, Home Kom­forts and Bud­get Mat­tress. If you look at our for­mats, we cover a wide band­width of cus­tomers, con­sump­tion pat­terns and buy­ing ca­pac­i­ties. Cur­rently at a mark of 1000 stores, as we are ag­gres­sively adding on the num­ber of stores, what we are si­mul­ta­ne­ously do­ing is con­sol­i­dat­ing our fac­to­ries close to all ma­jor mar­kets. We have 9 op­er­a­tional fac­to­ries all across the na­tion, while the 10th is com­ing up in Ban­ga­lore, 11th in Bhubaneswar and 12th in As­sam. These lo­ca­tions will en­sure smooth lo­gis­tics of our prod­ucts thereby help­ing us to spread our store net­work wing across all re­gions.

How many stores are in the pipe­line. Do you have any plan in terms of om­nichan­nel band­width and more store for­mats?

We are tar­get­ing about 2000 exclusive stores in an­other cou­ple of years. I men­tioned that we are con­sol­i­dat­ing our man­u­fac­tur­ing

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