Urban Ladder plans to boost offline presence with brand makeover

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.

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.

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.