DLF Brands’ new launch to drape living rooms

Bindu D Menon New Delhi | Updated on February 18, 2011


After introducing a slew of international brands in the domestic market, DLF Brands Ltd, the retail arm of DLF Ltd, has launched its own home improvement and assortment business called Pure Home+Living.

As competition heats up in the vertical, the company said pricing will be a key strategy on which it is pegging its growth.

“With the launch of Pure Home+Living, we strive to provide impeccable standards of home furnishing products to our consumers. We have chalked out an aggressive growth plan and plan to set up 20 stores in three years at an estimated investment of Rs 200 crore,” Mr Timmy Sarna, Vice Chairman, DLF Brands told Business Line on the sidelines of the store launch.

The home décor market has been witnessing hectic activity with organised retailers coming into the business. Players such as Lifestyle Group (Home Centre), Future Group (Home Town) and Hindware Retail (Evok) are major players who are tapping the segment. The home décor market has been growing 35 per cent backed by pick up in real-estate activity.


“We are expecting Rs 15 crore annual sales turnover from each store after about one year of operations... Our target is to have Rs 200-300 crore sales from this business,” Mr Sarna said, adding that the pricing of the products has been kept affordable for the consumers.

“Pure Home + Living” will offer at least 4,000 stock keeping units ranging from furniture, decoratives, lamps, mirrors and crockery among others. “We will sourcing at least 60-70 per cent of the products locally. The balance will be imported from China, Vietnam and The Phillipines.

The company, which is a wholly owned subsidiary of DLF, is expecting its sales turnover to increase by three-fold to Rs 300 crore during 2011-12 from Rs 100 crore in the current fiscal, he added.

Published on February 17, 2011

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