<aside> 🔑 Furlenco is a lifestyle and rental company. They enable the urban Indian to live better today in their homes, by giving them award-winning furniture, home decor and appliances.
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<aside> 📈 Starting out as a rental company, they have moved up the value chain and have started offering mass market furniture through their store and high-end luxury furniture through Prava.
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<aside> 🏆 In 2022, they became the market leader in the rental space with almost 50% of the market share.
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Being in both the rental and the lifestyle space, Furlenco competes with multiple companies. In the online rental space, Furlenco competes with Rentomojo, Cityfurnish, and Rentickle. It’s currently the market leader and has around 40% of the online market share.
In the online Rental space, their Store (previously Furbicle) competes with Urban Ladder, Pepperfry, and Fab India. Currently, they have a very small market share but it’s an area they want to expand into.
On Jan 22, they launched Prava, their premium furniture, and lifestyle brand. In this category, there are not many online competitors but it’s a high AOV, high margin industry.
The core value proposition of Furlenco is that it allows users to furnish their homes with high-quality, stylish furniture.
Usually, renting from local vendors or other online competitors was associated with getting cheap and poor-quality furniture. Furlenco wants to stand out by offering aesthetically pleasing furniture that people would be proud to have in their homes.