In 2017, popular online furniture store – Urban Ladder Home Décor Solutions Pvt. Ltd made news with its series of funding that the company raised with several investors. Urban Ladder provides furniture products in around 35 different categories including beds, sofas, dining tables, coffee tables, amongst a range of 500 other products. The company was incepted in July 2012 by Ashish Goel & Rajiv Srivatsa.
Soon after its launch, Urban Ladder was able to attract investor interest because of its strong unit economics. The company has been able to raise a total funding amount of $95,184,288. In August 2012, Urban Ladder raised $1,000,000 from SAIF Partners, Kalaari Capital and Indo-US Venture Partners in series ‘A’ funding.
In November 2013, the company was able to raise another $5 million from SAIF Partners and Kalaari Capital in series ‘A’ funding. Insiders reveal that the company has been raising venture capital to amplify its presence in the country and evolve as a strong brand. In a bid to ensure stronger presence in the competitive market, Urban Ladder has introduced many brick and mortar shops in several cities in India.
A Crunchbase report reveals that Urban Ladder raised $21,000,000 worth of capital in series B funding on July 15, 2014. This round of funding was led by Steadview Capital, which is an alternative asset management company popular for its long-term investments across industries and verticals. In addition to Steadview Capital, Urban Ladder’s earliest investors SAIF partners and Kalaari Capital also invested in the company.
On the 9th of April, 2015, Urban Ladder raised its Late Stage Venture funding. The series C round of funding was led by led by Sequoia Capital with TR Capital. The company’s existing investors Steadview Capital, SAIF Partners and Kalaari Capital were also a part of Urban Ladder’s series C funding.
Insiders reveal that Urban Ladder invested its Series B funding on recruitment of fresh talent and market expansion. The Series C funding was utilized by the company to improve its design thinking, product quality and customer experience.
On 23rd of August 2016, Urban Ladder raised another $3,000,000 venture debt from Trifecta Capital. The company raised its debt venture against the issue of non-convertible debentures and compulsorily convertible preference shares. Insiders reveal that the company raised venture debt to meet its working capital requirements amidst funding slowdown in 2016.
Finally on the 16th of February 2017, the Series ‘E’ funding raised 16 million USD. This series of funding was led by ABG Capital, Kalaari Capital, SAIF Partners, Steadview Capital and Sequoia capital. The Series E funding for Urban Ladder has priced its shares at 299.964 US Dollars.
A report available with ROC reveals that Urban Ladder incurred a large increase in losses in 2016 with advertising expenses. However, the company’s revenue from operations increased about 2.5 times.
The company has already started signs of growth and is likely to start making substantial profits by the end of 2018. With substantial funding and investor back-up, it would be really interesting to see how Urban Ladder competes with Goldman Sachs-backed Pepperfry and position itself as a better online furniture brand in the extremely competitive ecommerce space.