FabFurnish

FabFurnish.com
Headquarters Gurgaon, India
Area served India
Key people Ashish Garg, Ankita Dabas
Industry Home & Garden, Online retailing
Products Furniture, Furnishing, Decor, Kitchenware
Website www.fabfurnish.com
Alexa rank

4,524:Global, 415:India(Aug 2015)

[1]
Launched 2012
Current status Online

FabFurnish.com is an Indian furniture & home décor retailer selling furniture, furnishings, décor and kitchenware. The company retails online, and has partner showrooms in India.[2] The company is headquartered in Gurgaon, NCR.

History

FabFurnish.com was launched in March, 2012 by Vikram Chopra, Mehul Agrawal and Vaibhav Aggarwal. The latter quit the company in early 2014.[3] In July, 2015, the brand declared strategic restructuring of its top management by introducing Ashish Garg and Ankita Dabas as the new cofounders while Vikram Chopra and Mehul Agrawal stepped down from their respective managerial roles[4] The company raised its initial round of funding from Rocket Internet, a German incubator which has multiple ecommerce ventures across various countries such as Zalando in Germany, Dafiti in Brazil, Iconic in Australia and Lamoda in Russia.

In June 2012, FabFurnish.com acquired Heavenandhome, another Rocket venture, to create a single destination for home décor.[5] The e-store initially started with 2000 products and since then has scaled to an assortment of over 80,000 products.[6] In Dec 2012, it launched its first franchise store in Gurgaon.[2] The brand has introduced 3 more stores in Bangalore and Faridabad since then.

In October 2014, FabFurnish.com launched its mobile application for android users.[7]

In March 2015 FabFurnish launches specialized logistics service called Fabone [8] which is available in Delhi, Gurgaon, Noida, Faridabad, Mumbai, Pune and Bengaluru. Fabone offers special services where customers can avail of free expert assembly, open delivery, on-the-spot product demos and accurate package tracking.

Business Model

FabFurnish.com follows both an inventory model and a managed marketplace model. In the inventory model, products are sourced from brands and stored in the FabFurnish warehouse. In the managed marketplace model, FabFurnish provides marketing, logistics and delivery.

Stores & Warehouses

Stores

As an online retailer, the company offers about 80,000 products. There are also four franchise stores in Gurgaon, Bangalore and Faridabad.[9]

Warehouses

In 2014, the company had six warehouses located in Mumbai, Jodhpur, Bangalore and Delhi- NCR. In addition, it had eight fulfillment centers based in Delhi, Mumbai and other major cities to enable speedy deliveries.

Products & Brands

The e-store carries 600 brands, including Bombay Dyeing, Portico, Welspun, Corelle, Lock&Lock, Prestige, Clay Craft. Esprit, Tupperware, Swayam, American Swan, MOM-Italy, Ferns and Petals. It also retails exclusive range of international brands such as Lodge, Stoelze, Noritake and more. The e-store’s private label brands are under Fab Home, KingSelect, Elmwood, Blossoms & Rocca.

Marketing & Initiatives

FabFurnish.com tied up with Bang In The Middle, a creative agency, to release its first television commercial with the tagline ‘Home of Fimagination’ in January 2014.[10]

FabFurnish.com leveraged it with a six-day social media contest, asking for a word that best expresses freedom of imagination in one word. By the end of the contest, the phrase “Freedom of Imagination” had started trending on social media.[11]

The e-com portal joined hands with GooNj, an NGO to help the underprivileged people beautify their homes. It pursued people in the urban areas to donate their used furniture in exchange of discounts on the company’s offline stores.[12]

Awards & Recognition

See also

References

  1. ↑ "Excl: FabFurnish.com". Alexa. Retrieved 2014-01-16.
  2. 1 2 Rocket Internet-backed FabFurnish goes hybrid, opens franchise store
  3. ↑ Excl: Home furnishing & furniture e-tailer FabFurnish’s co-founder Vaibhav Aggarwal quits
  4. ↑ Excl: FabFurnish founders Vikram Chopra, Mehul Agrawal step down
  5. ↑ Rocket Internet’s Heavenandhome.com to be merged with Fabfurnish
  6. ↑ Rocket Internet-backed FabFurnish.com claims 50K orders a month
  7. ↑ Shop home furnishings on-the-go with FabFurnish’s mobile app
  8. ↑ FabFurnish launches specialized logistics service
  9. ↑ Online retailers go 'offline' to woo customers
  10. ↑ FabFurnish.com launches its first-ever TVC
  11. ↑ Social Media Case Study : How FabFurnish Generated Social Media Buzz with #Fimagination
  12. ↑ Exchange old furniture to make underprivileged smile
  13. ↑ FabFurnish.com awarded as the “Home & Lifestyle eRetailer of the Year” at Indian eRetail Awards 2014
  14. ↑ FabFurnish.com wins Red Herring's 2014 Top 100 Global Award

External links

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