How Wooden Street is challenging furniture giants in India with its Goldilocks game plan
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Feb 27, 2025
Discover how Wooden Street surged ahead in the Indian furniture market amid the pandemic, quadrupling its revenue in just two years. Learn about their unique 'Goldilocks zone' customization strategy that taps into the DIY home improvement trend. Explore the challenges faced by major players like IKEA in adapting to new consumer preferences. The podcast also highlights Wooden Street's successful global investments and its plans for expansion in a rapidly evolving industry.
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Wooden Street's Pandemic Success
Wooden Street's revenue quadrupled during the pandemic to Rs 130 crore, reaching Rs 340 crore in 2024.
They secured Rs 350 crore in Series C funding, one of the largest investments in India's home and furniture segment.
insights INSIGHT
The Goldilocks Zone
Wooden Street's "Goldilocks zone" offers a balanced customization approach.
They allow customers to personalize design elements but not dimensions.
question_answer ANECDOTE
Showroom Strategy
Wooden Street's stores display furniture but don't sell the displayed items.
Customers examine products in-store and then customize them online.
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Ten years in the business and the custom furniture maker Wooden Street has left its older peers far behind. If you ask the company’s founder and chief executive Lokendra Singh Ranawat, he will tell you that the Covid pandemic was when the company's fortunes changed.
Within two years of the pandemic, the company’s top line nearly quadrupled to Rs 130 crore. It also claims to have closed the 2024 financial year with a revenue of Rs 340 crore. The company has also managed to attract global investors, including the likes of Premji Invest. In December 2024, Wooden Street raised a little over Rs 350 crore in a series C round – which happens to be one of the largest investments into India’s home and furniture segment in a long time.
The founder says, around this time, everyone became a Pinterest-inspired interior designer. Ranawat noticed people were constantly thinking of new ways to spruce up and upgrade different parts of their homes.
And it’s that newfound obsession with home improvement that proved to be the wind beneath Wooden Street’s wings. And what set Wooden Street apart from its peers was its customisation strategy that it calls the ‘Goldilocks zone’.
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