Pure Home + Living Aims for Major Growth Across India & Online

Pure Home + Living (PHL) is set to revolutionize its operations with an ambitious dual strategy focusing on offline expansion and an online sales surge. The home décor brand plans to open 25 new stores in India’s tier 2 cities over the next two years while targeting a six-fold growth in online sales within three years. This strategic shift aims to balance physical and digital presence, positioning PHL for long-term success.

In an exclusive interview with ETRetail, Timmy Sarna, Managing Director of PHL, shared the brand's vision to strengthen its offline footprint. By targeting tier 2 cities, PHL aims to bring its premium home décor solutions closer to a broader audience, catering to a growing market. “The goal is sustained profitability and growth through a balanced retail and e-commerce approach,” Sarna explained.

PHL’s expansion strategy also includes collaborations with Indian designers and studios. Exclusive partnerships, like the one with Dots & Doodles, will enable the brand to offer unique collections that appeal to evolving consumer tastes, especially for meaningful gifts and special occasions.

In addition to its offline plans, PHL is gearing up for a digital transformation. By scaling its e-commerce operations, the brand intends to capture the rising demand for online home décor shopping. With a target of six-fold online sales growth in the next three years, the company is investing in digital campaigns, influencer partnerships, and retail events to maximize visibility and customer engagement.

Sarna highlighted the importance of aligning with consumer demand by refreshing collections seasonally and innovating with design collaborations. This approach, he said, helps PHL connect with a broader yet aligned audience, ensuring relevance in a dynamic market.

While PHL is optimistic about its future, it faces challenges in improving its financial trajectory. According to market intelligence platform Tracxn, the company reported a revenue of ₹109 crore for the financial year ending March 31, 2023. However, its revenue has shown a compound annual growth rate (CAGR) of -21% over the past five years.

To counter this, PHL’s renewed focus on consumer preferences, innovative designs, and multi-channel growth is expected to drive profitability and help the brand reclaim its position as a home décor leader.