Online furniture retailer FabFurnish has moved from being a furniture marketplace to a “content-driven” platform for discovery and sale of curated products, the company announced today. It has tied up with interior designers Aprajita Suri Davar and Tanuj Ahuja and initiated content partnerships. The company claims that it will engage with users weekly through feature stories, curated brand and designer shops. It is not clear yet whether the company will continue to provide its traditional decor listings along with the curated looks, or if it plans to move to a curated looks- only marketplace. FabFurnish cofounder Ankita Dabas said that Indian users were looking home and interior design online, which led them to curate products from their catalog. Dabas added that this will drive the company’s revenues, with FabFurnish expected to close the year at Rs 500 crore (~ $75 million). The curated marketplace called FabDesigns showcases a collection of home decor items clubbed together as a “look”. It lists designers and curators like A Simple Plan, Savio and Rupa, FabFurnish’s internal decor team, Souk, Narayan Moorthy & Associates, MyBeautifulLife etc., where different spaces of a house (outdoor included) like the living room, dining, kitchen and bedroom are customised. It also lists an online decor magazine called Fab Living, whose second edition (April to June 2015) is now live on the website. Its traditional furniture listings are also currently live on the platform. The company has strengthened its teams on content, design, marketing and technology and is looking to hire a CTO and marketing manager.…
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