Pepperfrys newly curated destination for D2C brands

Pepperfry, the leading furniture and home products marketplace, has announced the launch of its first ‘Pepperfry Home’ store at Golf Course Road, DLF Phase 1, Gurugram. Conceptualized as a one-of-its-kind curated space for design-led D2C home brands, the new boutique format brings together a range of premium, artisanal, and niche labels under one roof.

The store also aims to provide homegrown brands and budding entrepreneurs with a powerful platform to showcase their work, reach wider audiences, and grow their visibility. “Pepperfry Home marks a significant evolution in Pepperfry’s omni-channel journey. The store is designed to offer customers a differentiated touch-and-feel experience, blending discovery, design, and storytelling through a thoughtfully curated product mix across home décor, furnishings, kitchen & dining, and lighting,” shares the company statement.

Featuring over 800+ SKUs from 20+ handpicked brands, the concept aims to address a major white space in India’s home retail landscape - the need for an offline, discovery-led marketplace dedicated to design-conscious consumers and emerging D2C brands, explains the company and adds that these products will be available online to order also.

Speaking on the launch, Ashish Shah, Co-founder & CEO, Pepperfry, said, “The Indian home category is at an inflection point. Consumers today are no longer buying just for function, they’re buying for design, identity, and experience. Over the past decade, Pepperfry has been at the forefront of shaping how Indians shop for their homes. With ‘Pepperfry Home,’ we’re taking that vision further by building an ecosystem that celebrates design-led D2C brands, offering them a powerful offline platform to reach their ideal customers. This store is not just a retail space; it’s a curated experience that unites discovery, craftsmanship, and community. We’re empowering homegrown D2C brands with visibility, storytelling, and scale, while giving consumers a destination where they can touch, feel, and fall in love with design. ‘Pepperfry Home’ is our step towards owning the entire home experience - from furniture to furnishings, décor to dining.”

Speaking on the launch, Shubbam Sharrma, Chief Growth Officer at Pepperfry, added, “Pepperfry has always been at the heart of how India builds homes. And now, we want to be at the heart of how India styles them. Because Décor isn’t just bought. It’s curated. Homes aren’t just built. They’re dressed. Now, Pepperfry Home will be that one-of-a-kind destination to bridge the aspirations of discerning customers and novelty of D2C brands and deliver a unique tailored experience. For new age D2C brands, PF Home will be the platform for their initial journey, while for other D2C brands who have carved out a niche in the online/ retail space it will play a pivotal role in scaling them from 10 - 100.”

Positioned as a vertical specialist in “all things home,” Pepperfry Home is envisioned as a go-to marketplace and experiential hub. From boutique visual merchandising to monthly trend updates, the store will continuously evolve, introducing new collections and collaborations that keep the experience fresh and inspiring.

To support participating D2C brands, Pepperfry Home offers premium in-store visibility including branded product displays, storytelling on digital screens, and category-based visual merchandising. The platform also extends digital support through social media, and influencer collaborations - ensuring a holistic online-offline amplification for partner brands.

Following the Gurugram launch, Pepperfry Home is slated to open its second outlet in Indiranagar, Bengaluru.