Rosebys home adornment stores

Gujarat Heavy Chemicals Ltd [GHCL] owned “Rosebys Home Linen Outlets” a chain of 300 retail outlets across UK plans to open 700 stores in India to capture the nascent home decoration vertical market.

Mr. Nikhil Sen, Director Rosebys, said,

We hope to invest around Rs 200 crore in our PAN-India expansion in the first phase. The home linen being a low-involvement category has hitherto been on the lower end of the value chain. We believe that the nature of our products and our ability to save the customers based on their lifestyle requirements is what should dictate the nature of our in store products and solutions.

Roseby Indian stores will be a combination of multi-brand outlets. It is going to expand by franchising route. PE and VC investors maybe roped in at an appropriate time to raise funds.

Most of its goods will be manufactured by GHCL, some of them will be contract manufactured from various vendors in India. GHCL has a big challenge ahead to build Roseby brand in this segment as it will compete with Oma Home Decor Retail [Hero Group], Home Town Retail [Pantaloon], Reliance etc.

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