Homes and gardens

Nykaa Fashion adds home décor to its portfolio

Chumbak accessories on Nykaa Fashion Home  

There is a lot happening at Nykaa Fashion. Complementing the parent company’s unicorn status (which it hit last year, with a fresh ₹100 crore funding from Steadview Capital), the multi-brand, e-commerce platform is growing fast. It recently announced its first brick-and-mortar outlet at Delhi’s Ambience Mall, expanded the Nykd line to include athleisure, and acquired Pipa Bella as its first step into the jewellery segment.

Now, they’ve added home décor as a new vertical. Nykaa Fashion Home (nykaafashion.com) launched this month with a vast and diverse selection of home essentials. “We believe shoppers are continuously seeking inspiration to uplift their lifestyle in ways that reflect their personal taste,” says Adwaita Nayar, founding member and CEO of Nykaa Fashion. “On Nykaa Fashion Home, we are responding to this need with our thoughtful curation of brands. They reflect the latest in décor trends, such as minimalistic serve ware, brass planters, rustic rugs and more.”

Adwaita Nayar, founding member and CEO of Nykaa Fashion

Adwaita Nayar, founding member and CEO of Nykaa Fashion  

The home page is reminiscent of beauty and wellness platform, Nykaa. The user experience is good, with options to search by room type, everyday essentials, top deals, current trends, and the like, while buying guides help those who seek expertise on certain categories, such as bedding or glassware. However, though Nayar states that their offerings incorporate “a good balance of established and growing brands across masstige, premium and luxe categories”, we are yet to find any discoveries that would set it apart from its peers.

But it’s early days yet, and Nayar assures customers can look forward to visual inspirations, video guides and “rich, personalised content that provides inspiration, education and guidance”. Edited excerpts from an interview:

Hand-painted platters from Ellementry

Hand-painted platters from Ellementry  

Can we look forward to curations from small, innovative studios?

Curating and building a strong portfolio of unique, lesser-known labels is something that Nykaa Fashion is known for. ‘Hidden Gems’, for example, is a unique section for labels that are extremely fashion forward in their design sensibility but do not have a national presence. We hope to replicate this for Nykaa Fashion Home as well. We already have a balanced mix of international and national brands, and some boutique labels such as Freedom Tree, Assemblage, MIAH décor, and more.

What is your personal aesthetic when it comes to interiors?

I had often heard that the joy of doing up your first home is unparalleled. This past year I had the chance to experience this first-hand, as I set up my home in Delhi. We went with mid-century modern, lots of greens and wallpapers. I prefer less furniture to more.

Decor Remedy on Nykaa Fashion Home

Decor Remedy on Nykaa Fashion Home  

I strongly believe that spaces can influence your thoughts, well-being and sense of self, and so I ensured creating a space that is soothing, grounding and yet energising. From infusing greenery through a lot of indoor plants, putting together a gallery wall with our old family photos, to carving out a cosy reading corner for myself, I immersed myself in the tiniest details.

Nykaa Fashion has a lot going on now from the launch of Home to the acquisition of Pipa Bella.

We are addressing the evolving lifestyle needs of our customers through our multi-brand platform that offers fashion solutions across various segments and through our portfolio of owned consumer brands in categories like comfort-wear, ready-to-wear and accessories. The launch of Nykaa Fashion Home makes us a holistic portal offering end-to-end lifestyle solutions, so that the journey from discovery to purchase is always joyful and keeps consumers coming back for more.

Many platforms, including Nykaa, are creating their own content with fashion magazine editors, social experts, etc. Your comments.

Faaya on Nykaa Fashion Home

Faaya on Nykaa Fashion Home  

Inspiring and educational content has been a cornerstone for Nykaa Beauty and now Nykaa Fashion. We focus on creating content and integrating it into the shopping journey. We invest in creating both visual content — via still and video shoots — as well as long form written content on our fashion blog. We are collaborating with a diverse set of people, from content creators and influencers, to fashion experts and tastemakers, while ensuring we are inclusive in our approach.

How do you scout your influencers — is it newer names and newer storytelling?

Working closely with influencers and content creators has always been an important part of our approach and we enjoy a collaborative partnership with many of them. We place a lot of emphasis on storytelling and co-creating authentic content that will best connect with our audiences while also bringing the Nykaa Fashion experience to life.


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Printable version | Jun 18, 2021 4:26:05 AM | https://www.thehindu.com/life-and-style/homes-and-gardens/nykaa-fashion-adds-home-dcor-to-its-portfolio-with-nykaa-fashion-home/article34733985.ece

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