In a notable D2C news India update within the fast-evolving home and lifestyle segment, Domicil, part of the HTL Group, has officially entered India’s premium mattress and sleep solutions market with the launch of Domicil Sleep and the opening of two exclusive experience stores in Bengaluru. For those tracking D2C daily news, D2C startup news, and Indian D2C updates, this move signals growing momentum in the premium D2C brands India category focused on wellness-led living.
With its first outlet at LVS Mall, Airport Road, followed by a second store in BTM Layout 2nd Stage, Domicil has marked its initial retail expansion in India’s mattress and sleep solutions segment. The Bengaluru launch represents the first step in building a national presence, aligning with broader D2C expansion plans across Tier 1 cities. As D2C market trends 2025 increasingly spotlight lifestyle-driven and wellness-oriented consumption, Domicil’s entry reinforces the evolution of the Direct-to-consumer India ecosystem beyond beauty and fashion into sleep and home innovation.
The Domicil Sleep portfolio includes 12 mattress variants across five sizes, along with a curated range of ergonomic pillows. Positioned as a premium lifestyle brand rather than a utility-focused mattress company, Domicil is seeking to redefine how Indian consumers perceive sleep. The brand’s 1,700 square feet experience store format showcases mattresses in fully styled bedroom settings, creating an immersive retail journey that blends aesthetics with function—an approach aligned with omnichannel D2C strategy and D2C retail vs ecommerce evolution.
Phua Yong Tat, Chief Executive Officer of HTL Group of Companies, emphasized that true luxury is felt, not just seen—underscoring the brand’s focus on sensory experience and comfort innovation. Manoj Kumar Nair, Country Head (Brands), India, Middle East and Africa, HTL Group of Companies, highlighted that India is witnessing a decisive shift toward wellness-led living, with sleep emerging as a core pillar of everyday health. This aligns closely with D2C consumer behavior India, where preventive wellness and lifestyle upgrades are gaining priority.
Within the broader D2C ecosystem India, premium home and sleep brands are emerging as a high-growth opportunity alongside D2C wellness startups and D2C fashion and lifestyle categories. As investors continue to track VC-backed D2C brands and Top funded D2C brands, the sleep solutions segment is increasingly being viewed as a scalable, brand-led opportunity rather than a commoditized market.
Domicil’s expansion through physical experience stores also reflects growing emphasis on D2C supply chain innovation and curated retail environments. By launching in Bengaluru—a city known for its strong purchasing power and lifestyle-conscious consumers—the brand is positioning itself strategically within India’s fast-growing Direct-to-consumer India landscape.
As India’s D2C market news and insights continue to highlight D2C brands scaling in 2025, Domicil’s entry into the premium mattress segment underscores the diversification of the D2C business India model. From beauty and personal care to food, wellness, and now premium sleep, the Direct-to-consumer startup IPO tracker narrative increasingly includes lifestyle-first brands focused on quality, design, and experiential retail.
For observers asking what’s happening in India’s D2C space today, Domicil’s Bengaluru launch represents a strong example of how established global players are leveraging the D2C ecosystem India to build premium, experience-led brands in emerging lifestyle categories.
