Leading home furnishing brand Urban Ladder has announced its partnership with HomeLane.com, a home-interiors startup. Through this partnership, Urban Ladder’s uniquely designed furniture ranging from living, dining, bedroom and home décor items will be made available to customers through the HomeLane catalogue. Furniture will also be integrated into HomeLane-owned touch points such as, model apartments, experience centres and HomeLane’s Virtual Reality (VR)-based room planner Spacecraft. This partnership is part of Urban Ladder’s ‘UL Co-lab’ programme, an initiative to connect and build a community of interior designers on one platform.
Sanjay Gupta, CMO, Urban Ladder, explains that fixed furniture in the form of wardrobes and kitchens is usually the first thing Indians invest in when furnishing their homes. Subsequently, they match moveable furniture such as sofas, beds and dining, to work with the fixed furniture. “This usually lacks cohesiveness and can be tedious,” he says. “Through this partnership we will leverage design sensibilities of both brands, and seamlessly create designs that are cohesive and complete. We look forward to working with HomeLane to co-create beautiful homes across the country.”
“Doing up one’s new home is an emotional experience, everything needs to be perfect! This association takes us one step closer to being an end-to-end interiors partner for new homeowners,” says Tanuj Choudhry, CBO, HomeLane. He adds that HomeLane’s core expertise has always been in providing exquisitely designed fit-outs, on time, within budget and with quality assurance. “However, the challenge of matching great loose furniture is something that has existed all along. With Urban Ladder products now available in the HomeLane customer journey, we can collaboratively complete the customer’s home furnishing lifecycle, with a cohesive and unmatched experience,” he adds. Urban Ladder furniture are currently available at HomeLane experience centres in Mumbai, Hyderabad, Chennai and Bengaluru.
The partnership between the two brands bodes well for consumers too, since both have been delivering customer experiences through their impeccable quality, unique designs and unmatched service. HomeLane uses VR as well as deep design-to-manufacturing technology to make high-quality interiors affordable and accessible to urban Indian middle-class homeowners. Urban Ladder has carved a niche for itself by curating a range of exceptionally high quality products. Through this partnership, HomeLane customers will now have the option of complementing their HomeLane fit-out selection of modular kitchens, wardrobes, entertainments modules and other storage units with distinct and thoughtfully designed loose furniture and home decor items from Urban Ladder.