FabFurnish Evolves Into Content-Driven Platform For Discovery & Sale Of Curated Home Products

Online home and design website FabFurnish.com has redone its business model by evolving itself into a content-driven platform for discovery and sale of curated home products.

It will now offer design inspirations for greater customer engagement through its new segment called FabFurnish.com.

FabFurnish aims at positioning itself as an end to end home and interiors solution provider.

For this, FabFurnish has beefed up its content, design, marketing and technology teams to engage with users through feature stories, curated brand shops and designer shops.

It has also roped in category influencers and fostered collaborations with top interior designers through referral programmes, content partnerships and product listings.

The company has also roped in interior designer, Aprajita Suri Davar and senior creative director Tanuj Ahuja. Fabfurnish will soon look out for talent in more key positions like CTO and marketing. As of now, the company has hired 15 employees across marketing, content and design verticals.

Gurgaon-based FabFurnish.com started its operation in 2011 as an online shopping destination for furniture and home ware with a diverse range of products, ideas to grace home and unmatched customer service. It is backed by Rocket Internet and run by Bluerock Eservices Pvt Ltd.

With a product portfolio that includes over 1,00,000 items, FabFurnish.com is confident to offer compelling content, versatile redecorating ideas and an exciting discovery experience.

The company is already operating in the moderate to premium segment and plans to expand its product catalog in both the segments, including addition of more international brands on its platform.

Under the new revamping model, FabFurnish aims at adding services such as designer-on-call and user-friendly 3D visualization features to its existing bouquet of offerings by the end of this year.

FabFurnish expects to close the year with over $75 Mn (INR 500 Cr) in revenues, anticipating that the new strategy will have an incremental effect.

Just two months back, company’s founding members Vikram Chopra and Mehul Agrawal had stepped down from their responsibilities, which was reported as a strategy to bring about 360-degree reformation in the work culture and organisational composition.

The company also lashed about one-fourth of its workforce in order to hire new talent for new business positioning.

Ankita Dabas Kohli, who replaced the founding duos as CEO of Fabfurnish.com, said, “We are the top most organically searched online furniture website; gathering nearly a million views per week. Our research indicates that more and more Indians are searching for home and interior design which is why we are now pioneering curated home concepts to tie our comprehensive product catalogues with inspiration.”

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