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How Wooden Street Carved Out Positive Unit Economics By Tapping Custom Furniture Demand

How Wooden Street Carved Out Positive Unit Economics By Tapping Custom Furniture Demand

The on-line fixtures landscape in India goes thru a huge flux after the Covid-19 crisis hindered the increase of many startups running in the space. From Urban Ladder seeking to promote its enterprise to Reliance, to Pepperfry eyeing an IPO and Rentomojo, Furlenco and HomeLane surviving the harsh climate, Jaipur-based customised on line fixtures startup Wooden Street, alternatively, claimed to have bounced back speedy compared to all the different heavily funded gamers in the on-line fixtures landscape. 

For instance, Pepperfry’s revenue grew through forty seven% to INR 206.7 Cr in FY19, even as charges grew seventy one% to INR 390.2 Cr, along the increase in losses at 72% to INR 183.Forty eight Cr in evaluation to FY18. Similarly, in FY19, Urban Ladder’s revenue grew 1.87X to INR 434 Cr, in comparison to the preceding financial year, and at the same time, its prices grew via 64.6%, to INR 382.34 Cr and witnessed profit of INR fifty two Cr.

Industry professionals accept as true with that maximum agencies in the on line fixtures commercial enterprise are in awful shape today. “Though they declare to be earning huge sales, their operational costs and losses are really excessive,” said Lokendra Ranawat, cofounder at Wooden Street. 

Ranawat delivered that being in large part bootstrapped given that its inception in July 2015 has helped the startup hold a take a look at on unit economics. 

Having raised $three Mn in investment from Indian Angel Network (IAN) Fund and Rajasthan Venture Capital Funds (RVCF) in June, the startup claims to be on pace to hit sales of INR a hundred and twenty Cr this 12 months with 5% effective EBITDA margins, compared to INR 70 Cr yearly. However, CFT could not independently affirm this data. All this way to the large boom in furnishings demand from India’s metros and Tier 1 cities.


Currently developing at 70% YoY in phrases of sales, Wooden Street is worth INR 600 Cr, and competes with online furniture startups like Pepperfry, Urban Ladder, HomeLane, Furlenco, Rentomojo in addition to horizontal ecommerce marketplaces like Amazon, Flipkart and newly rising on-line D2C brands along with Godrej Interio, Durian, Wakefit, which currently pivoted to on line furnishings area, and others.

It must be referred to that from March till April because of lockdown, Wooden Street witnessed a huge hunch as most people of its offline stores have been close with zero footfall. But, with work-from-home nonetheless being an alternative for plenty offices, the company said that it has tripled its income throughout various categories. Now, its offline stores also are slowly coming back to normalcy, and Wooden Street pursuits to pass INR three hundred Cr in the subsequent four years. 

With the ultra-modern funding from IAN fund and RVCF, the organisation is aggressively making plans to enlarge its business outdoor India, and plans to set up stores in Netherlands and UK inside the subsequent  to three years. 

“Pre-Covid, we were doing approximately INR 8 Cr-10 Cr MoM, however from June onwards, the income have nearly doubled MoM,” Ranawat said, claiming that the organization is incomes close to INR 15 Cr – 18 Cr in revenue on a monthly basis. 

How Wooden Street Dealt With Omnichannel Business 

Founded via Lokendra Ranawat, Dinesh Pratap Singh, Virendra Ranawat and Vikas Baheti, the company is understood for growing wood furnishings products across diverse categories, which may be customised by way of the patron at its 27 experiential stores in India or on line. 

The founder claimed the startup’s enterprise model is likewise quite one-of-a-kind to different marketplaces and omnichannel shops as it does no longer promote any of its portfolio fixtures displayed at the shop. A big majority of the income show up on the website, but clients can touch and experience the product in the store and might get it customised as consistent with their requirements, which is then delivered to the patron. The shops act as showrooms for the startup, that's just like how Pepperfry is positioning its Studio Pepperfry stores. 

Omnichannel in its approach until March, the pandemic has became Wooden Street’s enterprise model on its head. Now, eighty% of the revenue comes from direct sales thru its native platform, with almost 1 Lakh every day traffic, double on account that pre-Covid instances. But as greater shops open up, the enterprise is expected to be break up more calmly among on line and offline sales. 

“There is a completely skinny line difference among sales coming from on line and offline shops unlike other customer products, because at the give up of the day when it comes to furnishings, customers nonetheless favor to go to the shops and investigate products, given the bigger ticket price on merchandise (beds, dining tables, sofas, etc),” shared Ranawat. 


When it comes to furnishings, Ranawat claimed clients usually choose specialised players who can provide them after income help and greater customisation alternatives. He brought Wooden Street is the simplest ecommerce furniture player in the us of a to make custom fixtures designs for clients — while Pepperfry can in shape the omnichannel presence, it does no longer offer custom designs. Plus Pepperfry’s market method way that it does no longer get the whole sales from the customer. The closest opposition to Wooden Street is Urban Ladder, which has a totally online version with dedicated collections underneath numerous brands. 

“In India, no unmarried furniture may be a great match for all of the homes,” Ranawat asserted, adding that custom furniture is embedded into the fabric of Indian homes everywhere. 

Riding The ‘Vocal For Local’ Wave 

Banking on the developing adoption for Made-In-India items, Wooden Street additionally claimed that it resources all its raw substances regionally, and manufactures the fixtures in-residence, with transport centres present in over one hundred+ cities. In evaluation, maximum other gamers inside the area depend upon 1/3-party carriers and manufacturers, which makes it tough to keep steady best and parameters. 

Investing closely in studies and improvement, the organization also claimed to test loads with its designs, cloth and woodwork. “Today, a number of Indians are preferring to shop for Indian made merchandise over Chinese merchandise way to ‘vocal for nearby’ initiative, and quite a few sales were driving our way because of this,” introduced Ranawat.

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