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Domicil Sleep targets 50 experience stores in India over three years, mainly through franchises
Our read
Domicil Sleep will more likely than not open its stores later than planned, with most of the 50 arriving through franchisees in the final two years.
For operators
Domicil Sleep plans to grow from 2 to about 50 experience stores in three years across metros and Tier-I cities, mostly through franchises, so premium mattress retailers there should expect a new, well-funded rival for the premium 20% of the market.
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Stores open past the 2 now running, within the first year of the three-year plan, would mean franchisees are signing and the 50-outlet target is on pace.
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Who else is opening stores in Bengaluru?The report,
Domicil Sleep, HTL International's premium sleep brand, plans around 50 experience stores across India over the next three years. It currently operates in Bengaluru and Chennai, and will expand into metros and Tier-I cities, mainly through franchises alongside company-owned outlets.
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Store and format facts
From the report. Source details below
| Rollout period: | three years |
|---|---|
| India mattress market size: | $3 billion |
| Premium segment share of mattress market: | 20% |
| Current experience stores: | 2 |
What it means for the format
HTL International's Domicil Sleep is aiming for 50 stores from 2 in three years, mostly franchised, which is a capital-light bid on a $3 billion mattress market growing 8-9% a year with premium at 20%, though the jump from a tiny base carries execution risk.
Next on the rollout
- Announcement of the first franchise-owned Domicil Sleep store
- Named new cities beyond Bengaluru and Chennai
- HTL International commentary on sales per experience store
- Rival premium mattress brands launching stores in the same metros