Leading directtoconsumer (D2C) brand in India in the furniture rental market, Furlenco has unveiled an ambitious strategy as part of a large effort to scale operations and get ready for a public listing. With an IPO scheduled for Q1 2027, the D2C firm is preparing to submit its DRHP by December 2026. Ahead of its public launch, the firm is also seeking to raise ₹100 crore as part of this D2C IPO information.
Known for redefining convenience in urban furniture solutions, the company first turned profitable in FY25, recording ₹240 crore in income and ₹3 crore in profit—a dramatic turnaround from ₹150 crore in revenue and ₹130 crore losses in FY24. Speaking to ET Retail, Furlenco’s founder and CEO, Ajith Mohan Karimpana stressed that this next round will help balance the company’s debt/equity ratio rather than fund operations. “We are making money now. The ₹100 crore we want to gather is strategic and would be the final round before the IPO,” he observed.
To date, India D2C company pioneer Furlenco has raised about ₹900 crore. Having profit in sight and a defined plan, this VC-backed D2C company is presenting itself as one of the most well funded D2C brands to monitor in the Indian D2C environment.
Physical Retail Push for a Brand DigitalFirst
Changing sharply from its past online-only approach, Furlenco is intensifying its omnichannel D2C strategy with ambitious physical store growth. Presently managing two company-owned stores in Bengaluru, the firm aims to open 7–8 new stores in the next quarter and 20 by FY26. With a CAPEX of ₹20–25 lakh per site, these establishments would span 1,000 to 2,000 sq. ft. High on the development radar are cities such Hyderabad, Gurugram, and Tier II towns.
The action is both tactical and visible. Furlenco will use Sheela Foam’s distribution network for greater reach and lead generation by means of shopinshops at Home Comfort locations.
This matches the general tendency of D2C growth strategies and shows how top D2C brands in India are satisfying modern Indian D2C customer behavior by combining digitalfirst convenience with sensory, showroom experiences.
Tapping Gen Z Mindsets and New Categories
Although Furlenco now works over appliances and furniture, it is getting ready to move into luxury and multifunctional furniture, including children’s furniture. The core demographic—consumers aged 22 to 40—is driving the trend of renting over buying, a behavioral shift among millennials and Gen Z that’s redefining the D2C market trends 2025.
We’re observing a new attitude everywhere. Younger customers resist buying commitment. Karimpana said, “They want style, adaptability, and utility—which is precisely what we offer.”
Solid Infrastructure Supporting Scale
Furlenco’s adopted D2C business model in India includes inhouse furniture design, seven major warehouses, and twenty more spoke centers across the nation covering over 1.5 million sq.ft. Through the company’s refurbishment centers, products return to circulation within 72 hours—a reflection of D2C supply chain innovation developed for agility and scale.
Furlenco’s eyes the public markets, showing one of the most developed current D2C firms ready to grow via profitability, infrastructure, and a hybrid retail strategy, in a market where beauty and personal care dominate daily D2C news. Furlenco is demonstrating how D2C furniture companies may disrupt with sharp consumer insight and sustainable development in a market.
