Editorial Team

Bethliving, a home decor company offering steel and stainless steel furniture with modern designs and utmost functionality, will be launching 24 stores in different Indian cities in FY-22 as part of its expansion plan. The company currently has 32 stores spread across Kerala, Karnataka, Tamil Nādu, AP, Telangana and Gujarat. During the current year it plans to expand more into Tamil Nadu, Kerala and Karnataka and enter new markets like, Rajasthan, Madhya Pradesh and Maharashtra.

The home decor company will be opening company-owned stores in Kannur, Salem and Thiruvananthapuram. In the first Quarter of FY2022. It will enter Mangalore, Mysore and Coimbatore in FICOO (Franchise Invested Company Operated) model. Bethliving will be opening three stores in Jaipur, Bhopal and Indore under the FICOO master franchise model. Rest of the towns will be covered by its direct store or franchisee stores.

Talking about the expansion plans, Bethliving Marketing Director, Mr Toby Thomas, said, “We are aiming to scale our business 11x in the next three years. The store launches planned for this year are the part of our vision to emerge as an INR 250 crore company in five years. We are confident that the D2C hybrid model – a combination of brand stores and FICOO will drive volumes and are well-poised for growth.”

The company aims to deliver modern alternatives for home decor with their holistic approach. It addresses all the pain points ranging from flame risk to water sensitivity, poor pest resistance, eco-friendliness and durability that concern customers while purchasing furniture. Bethliving has successfully integrated digitally-enabled design and manufacturing into its business model.

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