Mensa acquires home décor label, ‘Folkulture’

Our Bureau | | Updated on: Dec 06, 2021
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Mensa said it is set to deliver strong growth for Folkulture by augmenting its presence and strengthening the brand among consumers

Mensa Brands has acquired Folkulture, a home décor label born in India that caters majorly to the United States and United Kingdom markets.

Founded in 2015, Folkulture is a home décor and kitchenware brand in the digital-first space. “Mensa’s association with Folkulture comes at an important phase in the brand’s journey, preparing it for a stage of rapid growth and expansion within existing as well as new markets,” it said in an official release.

Mensa is a homegrown tech-led House of Brands. It is set to deliver strong growth for Folkulture by augmenting its presence and strengthening the brand among consumers, it said.

Folkulture retails largely on Amazon in the US, Canada & UK, apart from various other online platforms.

Some of the leading product categories include Kitchen & Dining Linen, Home Décor, Incense Holders, Mandala Tapestry and more. It is now a growing decor label in the US home market. During the recent Cyber Monday Sale, it clocked an average of 2 units of sales each minute.

Ananth Narayanan, Founder and CEO of Mensa Brands said, “Folkulture is an important partnership for us in the burgeoning home décor category, which is one of our focus areas considering its potential in the domestic and overseas markets.”

“We have created a roadmap for Folkulture to grow 10x by 2025. We will also be looking at adding more channels and products for the brand in the months ahead, while also strengthening its presence in key global markets. On behalf of the team at Mensa, I’d like to welcome aboard the Folkulture founders and team,” Narayanan added.

Rinkesh Mehta and Chaiti Jain, co-founders of Folkulture, said, “With Mensa, we are positive that Folkulture will see exponential growth in the next few years, and we are immensely proud to have such an amazing team backing our brand. Together, we aspire to turbocharge growth and become a global household name.”

Focus on digital-first brands

Mensa acquires digital-first brands operating in different categories, including fashion and apparel, home and garden, beauty and personal care, food, and others. The enterprise closes end-to-end acquisitions within 4-6 weeks. Mensa believes that e-commerce in India is at an inflection point of non-linear growth offering the best opportunity to build global brands from India, it said.

Mensa recently turned into unicorn as it raised its $135 million in Series-B funding.

Published on December 06, 2021

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