Pepperfry to Double Offline Studios by 2019, Build India's largest Omnichannel Network

The company’s offline stores, Studio Pepperfry, have emerged as key touchpoints for consumer engagement. The increase in popularity led the company to adopt a franchise model in 2017 with an aim to expand its reach in line with its strategy to build the largest Omnichannel network in the country…

- Charu Lamba

Pepperfry, the brainchild of Ambareesh Murty and Ashish Shah, is aiming to be the country’s largest Omnichannel furniture retailer. In 2014, the brand pioneered the Omnichannel home and furniture business by establishing its first Studio in Mumbai. Currently, wiThits large product portfolio and the largest big-box supply chain, the brand caters to 500+ cities across India.

Studio Pepperfry are one-of-its-kind concept stores that showcase a curated range of furniture from its online portfolio and serve as a design inspiration. Here, one can experience cutting-edge design furniture, look at diverse wood finishes used by the brand, while getting an idea of the overall furniture quality. Interior design consultants assist in browsing the entire range and also offer free in-store design consultancy that are boThaspirational and reflect the latest and best in home design trends.

According to Hussaine Kesury, Chief Category Officer, Pepperfry, “Currently, we have 32 Studios (owned and franchise) across 16 cities and aim to raise this number to 70 by April 2019. The average size of our studios ranges from 2,500 to 3,000 sq. ft., which is typically 1/10Thof a normal offline furniture store.”

“We don’t sell products from the Studio because the idea is to showcase the large variety of – more than 1,00,000 – products from our online catalogue to customers. The Studio helps in building our specialist credentials with customers through relevant and specific advisory, while driving our Channel Partner Programs, involving architects and designers. This in turn helps us benefit from network effects, while not having to deal with the issues that conventional retail businesses face like high inventory and high related capex,” he adds.