Bent Chair announces international expansion plans, opening it’s first website to shoppers across the globe


Bent Chair, a young and rapidly growing Indian furniture and accessories e-tailer has formally announced its international expansion plans after testing the waters over the last few months. Bent Chair has exhibited tremendous growth and potential in a short span of 10 months, gaining a strong customer base in its home market. Content with its domestic performance, Bent Chair has landed on foreign shores makings its unique and extremely creative designs accessible to shoppers around the globe.

“We are extremely excited to take our products to every shopper around the globe. Our response in India has been tremendous and we hope to replicate the success globally”, said Neeraj Jain, co-founder, Bent Chair.

The global furniture market is expected to grow at a modest 4% CAGR till 2020 (Source: Technavio Consulting), driven primarily by increase in disposable income and home improvement trends. Bent Chair is well poised to exploit these favorable market trends given its robust presence in India, e-commerce experience, and strong global distribution abilities.

Bent Chair has its roots in engineering and technology and follows a very methodological approach towards its products. All of the magic takes place at its 48,000 sq. ft. state of the art manufacturing facility in Ambala that houses the latest woodworking machinery as well as a huge space for assembly, storage, and testing of finished products. In addition to the primary manufacturing unit, 4 facilities have been set up for polishing, carving, weaving and painting of Bent Chair products. The production is carried out through a co-operative of skilled artisans.

Bent Chair has a unique business model where it follows an omnichannel approach which includes selling online, creating a marketplace, selling offline through pop ups, through a Bent Chair studio and also entering into a franchise model. The Bent Chair website is not just promoting its own brand but also curating and creating a marketplace for other brands

All products follow a concept, prototype, production cycle. The design team’s final sketches are turned into 3D renderings by the Computer Aided Design (CAD) team, following which these renderings are made into polyurethane based prototypes. Any design flaws are corrected at this stage, and the design with intricate detailing is sent for production. This ensures all products meet the highest quality and design standards.

Natasha Jain also announced their future on ground expansion strategy. “We hope to continue to grow our on ground presence in India and will be opening close to 20 stores through a franchisee model.”

Bent Chair is thrilled in achieving this milestone, and the team hopes to continue in spreading its mission of making affordable luxury accessible.


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