HomAnAn introduces an experiential retail model for home decor in Delhi

As home décor retail becomes increasingly experience-driven, Delhi-based HōmAnAn is challenging the idea of what a showroom should look like. Instead of rows of products and display zones, the 4,000 sq. ft. ‘showhouse’ in South Delhi is a fully styled home where every item can be personally explored, experienced and purchased.

In an exclusive conversation with Retail4Growth, Founder of HōmAnAn Anubha Aneja, who is also an interior stylist and brand consultant, said the idea came from a simple observation that people don't decorate their homes by buying products one at a time, they want to see how everything works together.

“I realised that when people are setting up their homes, they spend a lot of time visiting different stores for furniture, lighting, rugs, art and décor. They struggle to imagine whether all these pieces will actually work together. I wanted to solve that problem,” she said.

Interestingly, the space itself wasn't originally planned as a retail destination. Anubha converted her own house into the showhouse after deciding against selling or renting it. While making that decision was easy, convincing brands to support an entirely different retail model took much longer.

“Most brands are used to the traditional showroom format. Explaining that people would come into a real home to discover products, touch them, experience them and then buy them was new for many of them. That took time,” she explained.

Today, HōmAnAn brings together more than 50 independent design brands across furniture, lighting, textiles, rugs, art and home accessories. Rather than giving each brand its own display area, the products are styled together across different rooms, allowing customers to see complete living spaces instead of individual collections.

The showhouse also serves as a discovery platform for regional brands that may not have a physical presence in Delhi. HōmAnAn works largely on a collaborative model, showcasing curated collections while helping customers connect directly with the brands.

"If someone likes a painting, a carpet or a light, we connect them with that brand and help complete the purchase. For many of these makers, this becomes their physical presence in the city," Aneja said.

More than a retail destination, HōmAnAn is emerging as a cultural destination for interior designers, architects, collectors, artisans, homeowners, and design enthusiasts to come together through a shared appreciation for craftsmanship, thoughtful living, and contemporary Indian creativity.

Instead of asking customers what they want to buy, the showhouse invites them to imagine how they want to live.