These first-of-its-kind Studios will house mattresses and sleep gear from their house brand, Clouddio, as well as soft furnishings like bedsheets, comforters, quilts, pillows and cushions.
Pepperfry announced the launch of standalone experiential Studios in the mattress and sleep category – Pepperfry Snooze Studios. Distinctively designed, the experiential centers are located in high catchment areas across Mumbai, Delhi and Bangalore.
The mattress and sleep category is estimated to be a $2.5 Bn market in India and growing 8-10% annually. However, the market is highly unorganized and is unable to deliver on the experience which modern consumers seek. The Pepperfry Snooze Studios are designed to break through the existing clutter in the category by providing a unique, highly differentiated and best-in-class consumer experience. At the Studio, customers can not only touch and feel all the products through interactive pull out units but also learn about diverse categories of mattresses while experiencing the products in elevated bedroom like set-ups. The Studios have appealing window displays, relevant sleep trivia for consumers and in-store experts who will guide customers in purchasing products basis preferences and budget. Each Pepperfry Snooze Studio has a unique format with a carpet area of approximately 700-1000 square feet.
Pepperfry has already seen success in the category through its mattress house brand – Clouddio which pioneered the 100 nights free trial feature and is slated to be an INR 500cr brand over the next two years.
Pepperfry plans to launch 30 Snooze Studios during the current fiscal year in Bangalore, Mumbai and Delhi. The goal is to provide easy access to the consumers in these markets. Given the brand recall that Pepperfry enjoys in the home category, Pepperfry is looking at sales going up by 90-100% in these markets.
Commenting on this expansion, Ashish Shah, Founder and Chief Operating Officer, Pepperfry said “We are delighted to announce the launch of Pepperfry Snooze Studios, our standalone experience centres in the mattress and sleep category. We are looking forward to providing our consumers with a superior buying experience by providing them with a variety of options and guidance from our in-store experts to choose the right mattress as per their requirements.”