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Urban Ladder plans to boost offline presence with brand makeover

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CIOL Writers
New Update
Urban Ladder raises $12M in fresh funding from existing investors

All customers aren’t same. If youth prefers the comfort and ease of online shopping, the previous generation likes to have a first-hand experience of the product before purchasing it. In a bid to cater to them all, e-tailers are now making a move towards brick and mortar stores.

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So after reports of Flipkart planning to explore offline channels to cater to small cities, online furniture marketplace Urban Ladder is also eyeing at a brand identity beyond the online distribution channels and streamlining product offerings.

Urban Ladder is awaiting approval from the Department of Industrial Policy and Promotion for its single-brand retail licence.

Urban Ladder, which is already listed on e-commerce portals like Amazon and Flipkart, is planning to launch at least three experience centres over the next 8-12 months in Bangalore. Further, the company is also exploring large format retail stores by setting up pop-up stalls and is also planning to increase the point of sale partnerships with retail stores.

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The furniture store could also take the assisted commerce route through kiosks displaying the Urban Ladder catalogue or may explore cross-selling with paints and white goods appliances brands among others.

Backed by TR Capital, Sequoia Capital, Steadview Capital, SAIF Partners and Kalaari Capital, this four-year-old startup is also undergoing a brand makeover with a new logo and tagline, ‘Let’s Create’ to support its transition from an online furniture store to a brand.

The new logo of Urban Ladder will have an empty box — symbolising an empty room, with the text below it. The company has also changed the colour of its logo to orange from a combination of orange and grey earlier.

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