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Domestic furniture brands revise plans to brace IKEA
competition
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[NEW DELHI The green signal to Swedish Rue
raer KEA fori 100% single rad vente in ia
has sat domestic emus makers in a fen easing
moat of hem orevait the business modal o geet
up for compotion.
Local players hae akesty begun fo got aggressive on
thor expaion plans een as they belie that KEA
wl bent them by ghung tpt he xganzea
Major domes tales such as Gore tari, Onan
and soaral thers ar buy charting ot plans for
Inerasing bana witty by aking more stores inthe
‘heres, trans are neresing he marketing
buaget or greater product awareness
“Alot oflecal brands wil now rollout used plans. KEA Is going to msko a quale ststomert. Tho
change, however, maybe concerted inte owns wher kplan to opens foes,” sak Matt Bah
partner, transaction sordces at KPMG Ina
is now werkng to nreass its presence in the premium range fr better margins. Premium products conte
ess than 5% ofits teal ovens curently, but company executes say tus wil netease Lo over 20% In next
fv yas.
Fae Grou-ownes tumtue tal fom Home Town ooking fo consatdate ts business by way of eiiog
sores and revising store counts to make the mat vabo, mars watchors sae. The company, however, was
ot aalable for comments
Fumture maker Duan to is ooking fr markets inthe er and ter I towns. With an increasing demand
from the aspratlonl mig cass, Duta Is yng to move away fom fusing only en metas
Intemational brands exiting neta, however, ay thet far of IKEA canning business of smaller players
ray be unounded, Acording to experts, marke sare of KEA sili single dig n markets ouside is
home county
enough various pce range product oco-0cs
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