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…
