Urban Ladder

Urban Ladder is an omnichannel furniture

and decor retailer started in 2012 and
headquartered in Bangalore, India.[1] The
company, founded by Ashish Goel and
Rajiv Srivatsa, provides curated furniture
products and home decor solutions. Urban
Ladder operates across 50 offline stores in
India, including Delhi-NCR, Mumbai, Pune,
Bengaluru, Hyderabad, and Chennai[2] and
continues to service other locations
through its e-commerce website.[3]

History
Urban Ladder Home Decor Solutions was
co-founded by Ashish Goel (CEO) and
Rajiv Srivatsa in July 2012. Ashish Goel
previously worked with McKinsey &
Company and served as the CEO of Amar
Chitra Katha. Rajiv Srivatsa previously
worked with Cognizant and Yahoo! before
co-founding Urban Ladder.[4]

With over 5000 designs across 35

categories such as living, dining, bedroom,
study, and decor, Urban Ladder was
established as an
Urban Ladder
online-first brand in
2012. However, in
2017, Urban Ladder
Type of Subsidiary
made a shift to business
offline retail, in an
Headquarters Banga
effort to become an India
omnichannel brand.
Area served India
It opened its first
Key people Ashish
flagship store in
Goel
Bangalore on 8 July
(Co-
2017.[5] founder,
CEO),
In November 2020,
Rajiv
Reliance Retail
Srivatsa
acquired the (Co-
company by founder,
purchasing 96% CTO)

stake in a ₹182 Industry Furniture,

crore deal.[6] Home
Decor
Products and Products Furniture
services Home
Urban Ladder sells Decor

furniture products Services E-

such as sofas, beds, commerce,

dining tables, chairs, Interior

Design
storage solutions,
Consultanc
lighting, and decor.
The company has Employees 800

over 40,000 Parent Reliance

products across 300 Retail
brands, and delivers URL urbanladder
to more than 83 .com (htt
cities across India. p://urbanla

Urban Ladder is dder.com)

continually creating Launched July 2012

and launching new

collections such as the Malabar,[7] the
Eleanor & Louise,[8] and the Fujiwara
range.[9]

Urban Ladder has both online and offline

business model for distribution. The
company delivers and installs all the
products it offers.[10] The brand also
provides augmented reality (AR)
technology, enabling users to visualize
how furniture would look in their homes
before making a purchase[11]

In addition to its online platform, Urban

Ladder also has brick-and-mortar stores
across major cities in India. The company
also provides interior design consultancy
services to help customers create
personalized and functional living
spaces.[12]

Funding and acquisition

Urban Ladder first secured seed capital of
$US1 million from Kalaari Capital in
August 2012. The company later raised
another $US5 million in a Series A round
led by SAIF Partners; Kalaari Capital too
participated in the Series A funding.[13] The
company subsequently raised $US21
million in Series B round of funding led by
Steadview Capital, SAIF Partners and
Kalaari Capital [14] Four months after the
company raised Series B funding from
Steadview Capital and existing investors
SAIF Partners and Kalaari Capital, Urban
Ladder received a personal investment
from Ratan Tata, Tata Sons.[15]

On 9 April 2015, Urban Ladder announced

that they had raised $US50 million in
funding led by Sequoia Capital and TR
Capital. Existing investors Steadview
Capital, SAIF Partners and Kalaari Capital
were also participants.[16]

Urban Ladder, raised an internal round of

$12 million from investors Kalaari Capital,
Saif Partners, Sequoia Capital, and
Steadview Capital in February 2018. In
combination with the $15 million raised in
January 2017, these funds were used to
further Urban Ladder’s omnichannel
expansion, online and offline – a decisive
step towards profitability in FY 18–19.
With a $27 million infusion over 12
months, Urban Ladder's omnichannel
approach and profitability push will help it
build a powerful retail brand.[17]
In 2020, Urban Ladder was acquired by
Reliance Retail Venture Ltd (RRVL), a
subsidiary of Reliance Industry Ltd (RIL), in
an all-cash buyout of a 96 per cent stake in
Urban Ladder for $24.5 million (₹182.12
crore).[18]

Business model
Urban Ladder uses both the online and
offline business models for distribution.[19]
The brand has also put its products on
marketplaces, like Amazon and Flipkart.[20]
Urban Ladder has partnered with Zefo and
Quikr to provide furniture exchange offers
where customers can exchange old
furniture for new ones. Urban Ladder has
also partnered with HomeLane and
GoZefo to be their distribution partners.[21]

Urban Interiors

Urban Ladder launched design

consultation as a service in 2016.[22][23]

The Urban Ladder Design Network

Apart from its in-house collections and

consultations, Urban Ladder works with
external designers. The Urban Ladder
Design Network provides external
designers with 3D rendered models of its
products. The partnered designers also
get priority inventory blocking on Urban
Ladder’s products and a commission
when their clients select Urban Ladder’s
designs for their homes. Currently, Urban
Ladder has over 600 design firms working
with them as part of The Urban Ladder
Design Network, with the tribe increasing
every month.[24]

References
1. "Urban Ladder helps to get your decor at
pocket-friendly prices" (https://www.theindi
anwire.com/startups/urban-ladder-5984
2/) . The Indian Wire. 9 June 2018.
Retrieved 21 July 2023.
2. "Urban Ladder Plans To Double Retail
Stores By March 2024" (https://www.ndtv.c
om/business/urban-ladder-plans-to-double-
retail-stores-by-march-2024-3862564) .
NDTV.com. Retrieved 21 July 2023.
3. "Urban Ladder plans to double retail stores
by March 2024, to expand retail presence in
32 cities" (https://economictimes.indiatime
s.com/industry/services/retail/urban-ladde
r-plans-to-double-retail-stores-by-march-202
4-to-expand-retail-presence-in-32-cities/arti
cleshow/98654479.cms?from=mdr#:~:text
=Furniture%20and%20home%20decor%20b
rand%20Urban%20Ladder,%20which%20o
n%20Wednesday,13%20stores%20until%20
June%202022.) . The Economic Times. 15
March 2023. ISSN 0013-0389 (https://www.
worldcat.org/issn/0013-0389) . Retrieved
22 May 2023.
4. "Furnishing a new buying experience" (htt
p://www.business-standard.com/article/co
mpanies/furnishing-a-new-buying-experienc
e-113121600025_1.html) . Business
Standard. Retrieved 5 June 2014.

5. "Urban Ladder Scouts For Acquisitions in

Home Decor-Lighting Segments/" (https://
www.thehindubusinessline.com/info-tech/u
rban-ladder-scouts-for-acquisitions-in-home
-dcor-lighting-segments/article9754226.ec
e/) . thehindubusinessline. Retrieved 7 July
2017.
6. "Explained: What does Reliance Retail's
purchase of UrbanLadder mean for both
firms?" (https://indianexpress.com/article/
explained/reliance-retail-ventures-stake-in-u
rban-ladder-what-does-it-mean-online-furnit
ure-retail-7052368/) . The Indian Express.
19 November 2020.

7. "Urban Ladder Takes Customers Through A

Nostalgic Journey Home With The Launch
Of 'The Malabar Range' " (https://www.urba
nladder.com/inside-ul/2016/10/urban-ladd
er-takes-customers-through-a-nostalgic-jour
ney-home-with-the-launch-of-the-malabar-ra
nge) . UrbanLadder. urbanladder.com.
Retrieved 10 October 2016.
8. "Urban Ladder is setting up shop in your
city!" (https://www.vogue.in/content/urban-
ladder-is-setting-up-shop-in-your-city/#s-cu
st0) . UrbanLadder. urbanladder.com.
Retrieved 11 January 2018.

9. "Fujiwara Range" (https://www.urbanladder.

com/fujiwara-range) . CondeNast.
vogue.in.
10. "Urban Ladder plans to double retail stores
by March 2024, to expand retail presence in
32 cities" (https://economictimes.indiatime
s.com/industry/services/retail/urban-ladde
r-plans-to-double-retail-stores-by-march-202
4-to-expand-retail-presence-in-32-cities/arti
cleshow/98654479.cms?from=mdr#) . The
Economic Times. 15 March 2023.
ISSN 0013-0389 (https://www.worldcat.or
g/issn/0013-0389) . Retrieved 16 August
2023.

11. "Urban Ladder looking to bring virtual reality

into online decor" (https://www.businessins
ider.in/urban-ladder-looking-to-bring-virtualr
eality-into-online-decor/articleshow/481983
61.cms) . Business Insider. Retrieved
16 August 2023.
12. "Urban Ladder launches 'Urban Interiors', a
complete Interior Décor Service" (https://w
ww.thehindubusinessline.com/business-wir
e/urban-ladder-launches-urban-interiors-a-c
omplete-interior-dcor-service/article852846
5.ece) . BusinessLine. 27 April 2016.
Retrieved 16 August 2023.

13. "Online furniture store Urban Ladder raises

$5M in Series A led by SAIF Partners" (htt
p://www.vccircle.com/news/technology/20
13/11/18/online-furniture-store-urban-ladde
r-raises-5m-series-led-saif-partners) . VC
Circle. Retrieved 5 June 2014.
14. "Steadview Cap backs furniture e-tailer
Urban Ladder" (http://timesofindia.indiatim
es.com/business/india-business/Hong-Kon
g-fund-Steadview-Cap-backs-furniture-e-tail
er-Urban-Ladder/articleshow/38443764.cm
s) .

15. "Ratan Tata invests in Urban Ladder" (http://

www.thehindubusinessline.com/companie
s/ratan-tata-invests-in-urban-ladder/article6
599178.ecel) . thehindubusinessline. The
Hindu Group. 27 April 2016. Retrieved
27 April 2016.
16. "Urban Ladder raises $50 m" (http://www.th
ehindubusinessline.com/features/smartbu
y/tech-news/urban-ladder-raises-50-m-from
-sequoia-capital-others/article7084711.ec
e) . thehindubusinessline. The Hindu
Group. 9 April 2015. Retrieved 10 April
2015.

17. "Urban Ladder Raises $12 Mn Funding For

Omni-Channel Expansion" (https://inc42.co
m/buzz/furniture-retailer-urban-ladder-fundi
ng/) . INC42. INC42. 13 March 2018.
Retrieved 1 March 2018.
18. Upadhyay, Harsh (15 November 2020).
"Urban Ladder raised Rs 770 Cr and
acquired by Reliance for Rs 182 Cr" (https://
entrackr.com/2020/11/urban-ladder-raised-
rs-770-cr-and-acquired-by-reliance-for-rs-18
2-cr/) . Entrackr. Retrieved 22 May 2023.

19. Chopra, Ambika (19 October 2016). "Urban

Ladder Shifts Business Model, Plans To
Open Offline Stores" (https://inc42.com/flas
h-feed/urban-ladder-business-model/) .
Inc42 Media. Retrieved 16 August 2023.

20. "Urban Ladder ties up with Amazon India to

boost sales" (http://www.livemint.com/Co
mpanies/1ViiJy0kNhCDsw4od59XjI/Urban-
Ladder-ties-up-with-Amazon-India-to-boost-
sales.html) . Livemint. HT Media Ltd.
Retrieved 16 September 2016.
21. "Urban Ladder partners with HomeLane; to
ease designing of homes for customers" (h
ttps://www.business-standard.com/article/
news-ani/urban-ladder-partners-with-homel
ane-to-ease-designing-of-homes-for-custo
mers-117031800427_1.html) .

22. "Urban Ladder launches Urban Interiors, a

complete Interior Décor Service" (http://ww
w.thehindubusinessline.com/business-wir
e/urban-ladder-launches-urban-interiors-a-c
omplete-interior-dcor-service/article852846
5.ece) . VC Circle. Retrieved 5 June 2014.

23. Urban Ladder Launches 'Urban Interiors', a

Complete Interior Décor Service (http://vent
urejoy.com/urban-ladder-launches-urban-int
eriors-complete-interior-decor-service.htm
l)
 24. "the-design-network" (https://www.urbanlad
der.com/the-design-network) . urbanladder.
Retrieved 22 February 2017.

Retrieved from
"https://en.wikipedia.org/w/index.php?
title=Urban_Ladder&oldid=1184545243"

This page was last edited on 11 November 2023,

at 02:08 (UTC). •
Content is available under CC BY-SA 4.0 unless
otherwise noted.