Furlenco

What Furlenco does

Furlenco, operated under the legal entity House of Kieraya Limited, is an India-based furniture and lifestyle platform that pioneered furniture subscription in the country following its 2012 founding in Bengaluru. The company runs a multi-model business — monthly rentals (Furlenco Rent with a 3-month minimum), curated subscription packages (UNLMTD with a 6-month minimum lock-in), outright purchase of new and refurbished inventory (Furlenco Buy with a buyback guarantee), and a B2B portal for commercial establishments — under brands Furlenco, UNLMTD, and Furbicle. Its catalog spans bedroom, living room, dining, kids, appliances, storage, study, fitness, and premium furniture categories, served across 15+ active-store cities and 35+ delivery locations via a mobile-first D2C platform (Android and iOS apps, furlenco.com) supplemented by physical showrooms and a planned offline retail expansion through investor Sheela Foam's 5,000+ dealer network.

The underlying platform is built around an app-driven self-serve ordering flow, digital KYC (Aadhaar via DigiLocker, PAN validation, UPI bank verification, credit assessment through Recordant), automated billing and tenure management, and behavioral analytics via Microsoft Clarity and moEngage. Asset-heavy reverse logistics — including free intra-city relocation, maintenance, refurbishment, and EV-powered last-mile delivery via partner Green Drive Mobility — support the rental and re-commerce flywheel. Revenue is generated primarily through recurring monthly rental subscriptions (~70% furniture, ~30% appliances per company statements), one-time purchases of new and refurbished goods, and commercial rental contracts with security deposits of 3-9 months.

Furlenco served approximately 200,000 active subscriber households as of mid-2026, employs 251-500 staff, and is controlled by listed mattress and foam manufacturer Sheela Foam following a 35% stake acquisition in 2022 and cumulative strategic investment of INR 407 crore. FY25 marked the company's first year of profitability with INR 3.1 crore net profit (after an INR 130.2 crore loss in FY24) on ~INR 228.7 crore of revenue, and the December 2025 INR 125 crore funding round (led by Sheela Foam with Whiteoak and Madhu Kela) is positioning the company for a public listing after FY27, with management targeting INR 1,000 crore in revenue by FY29.

Name

Furlenco

Legal name

House of Kieraya Limited

Website

https://furlenco.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Furlenco (House of Kieraya Limited) is an India-based furniture subscription platform that rents, sells, and refurbishes furniture and appliances to urban consumers, families, students, and commercial clients across 15+ cities, with ~200,000 active subscriber households under brands Furlenco, UNLMTD, and Furbicle.

Ownership category

akta.pro rank

Product category

Furniture Rental

NAICS

Consumer Goods Rental (5322), General Rental Centers (5323)

SIC

Services-Equipment Rental & Leasing, Nec (7359), Retail-Furniture Stores (5712)

akta.pro industry

PRIMARYCRAIAOAA

Furniture Rental (Living, Dining, Bedroom)

Consumer Products & Retail/Home & Furniture Retail/Rental, Lease-to-Own & Subscription Home Furnishings Retail

SECONDARYHSAKAAAM

Local Furniture Delivery & In-Home Placement (White-Glove, Assembly)

Home & Personal Services/Moving, Storage & Relocation Services/Residential Local Moving Services

SECONDARYCRAIAOAG

Corporate, Event & Staging Furniture Rental (Short-Term)

Consumer Products & Retail/Home & Furniture Retail/Rental, Lease-to-Own & Subscription Home Furnishings Retail

Keywords

• Furniture rental services
• Furniture subscription
• Home appliance rental
• Home furnishing
• Furniture e-commerce

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices33 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Furniture Rental/Subscription: Recurring monthly rental revenue from furniture and appliances rented to customers. Minimum tenure of 3 months for standard rentals with options for 1-month, 6-month, and 12-month plans. Revenue split is approximately 70% furniture and 30% appliances according to company statements.
2. Furniture Purchase (New): One-time sale of brand new furniture products directly to consumers through the website. Includes buyback guarantee where customers can sell furniture back to Furlenco for higher value than ordinary resale.
3. Refurbished Furniture Sales: Sale of refurbished/gently used furniture at discounted prices, providing additional revenue stream while enabling furniture lifecycle management.
4. B2B Furniture Rental: Commercial furniture rental services for business establishments through dedicated B2B platform (business.furlenco.com). Security deposits range from 3 to 9 months depending on order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Furlenco is a subscription-based furniture and home appliance rental and purchase platform operating in India. Customers can rent furniture and appliances on a monthly basis under Furlenco Rent, subscribe to premium pre-defined packages under the UNLMTD sub-brand, or buy new and refurbished furniture outright under Furlenco Buy, with free intra-city relocation and buyback options.

Product overview

Furlenco operates as a multi-model furniture and lifestyle platform under House of Kieraya Limited, offering furniture and appliances through rental, subscription, and purchase models. The core offerings include Furlenco Rent (monthly rental with 3-month minimum), Furlenco Buy (new and refurbished furniture purchase with buyback options), and UNLMTD (subscription service with 6-month lock-in). The platform serves both B2C and B2B segments across 30+ Indian cities, providing furniture across categories including bedroom, living room, dining, kids furniture, appliances, storage, and workstations. Furlenco differentiates through flexible tenures, free intracity relocation, maintenance services, and a unique model allowing customers to rent before buying, upgrade, or return furniture.

Differentiator

Problem solved

Functional benefit

Brands

• UNLMTD: Pre-defined solutions packages for home furniture and décor items, requiring a minimum lock-in period of 6 months with monthly tenure options.
• Furbicle

Products and services

• Furlenco Rent Monthly rental service for furniture (beds, wardrobes, sofas, dining sets, study tables, storage) and home appliances (refrigerators, washing machines, TVs, water purifiers, gaming chairs) for individual urban consumers, with free relocation within covered cities. Pricing starts at INR 239/month for a bedside table.
• Furlenco Buy One-time purchase of new furniture directly from Furlenco's online catalog, with a buyback guarantee offering higher value than ordinary resale. Includes bedroom, living room, dining, study, and storage furniture at INR 2,999 to INR 71,999.
• Refurbished Furniture Sale of gently used and refurbished furniture at 50-88% discounts off MRP, including beds from INR 8,299 and sofas from INR 10,499. Sold in as-is condition without warranty.
• UNLMTD Subscription Premium furniture and decor subscription package offering curated, pre-defined home solutions under a 6-month minimum commitment with monthly billing. Designed for customers who want a full-room premium experience without selecting individual items.
• Furlenco B2B (Commercial Furniture Rental) Commercial furniture rental service for businesses, offices, co-working spaces, and hotels accessed through a dedicated B2B portal. Includes entity-specific KYC documentation, customizable security deposits (3-9 months), and rental terms distinct from the consumer flow.
• Kids Furniture Rental Dedicated furniture rental line for children and students, including cribs (INR 619-979/mo), toddler beds (INR 1,049/mo), study tables (INR 309-339/mo), kids wardrobes (INR 899-929/mo), and activity furniture. Requires parent or guardian documentation and co-signing.
• BHK Combo Packages Pre-bundled furniture packages for entire home configurations (1BHK, 2BHK, 3BHK) combining bedroom, living room, and dining pieces at a discounted package rate versus individual item pricing.

Quantifiable outcome

• Revenue grew 64% year-on-year from ₹138.7 crore to ₹228.7 crore in FY25
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Green Drive MobilitycoreStrategic or Co-development Partner · 25 June 2026Electric vehicle fleet operator partnership for sustainable logistics operations. Initially piloted in Bengaluru and expanded to Delhi and Hyderabad. Green Drive Mobility handles end-to-end EV operations including vehicle procurement, driver onboarding, fleet analytics, maintenance, and city-level execution. Phased transition of approximately 150 internal combustion vehicles to battery electric platforms, with plans to scale to around 1,000 EVs for Furlenco's logistics operations.
• DrinkPrimeminorStrategic or Co-development PartnerWater purifier brand integrated into Furlenco's appliance rental catalog. DrinkPrime handles installation and provides app-based usage tracking and service request management. Customers can rent water purifiers starting at ₹449/month through the Furlenco platform.
• House of Kieraya LimitedcoreOthersParent company of Furlenco and its sub-brands UNLMTD and Furbicle. Encompasses the company's rental, subscription, re-commerce, and retail business models across the furniture market.

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Rentomojo: India's largest direct competitor in furniture, appliance, and lifestyle product rental on monthly subscription. Operates in similar Tier I/II urban markets with overlapping customer base of young professionals and migrants.
• CityFurnish: Indian furniture and appliance rental subscription platform offering monthly rentals with similar product categories (bedroom, living, appliances). Competes head-on in Bengaluru, Mumbai, Delhi, and other Tier I cities.
• Rentickle: Indian rental subscription company offering furniture and fitness equipment on monthly plans. Competes on similar short- and long-term tenure models across metros with comparable target customers.
• Feather: US-based furniture rental subscription company offering monthly furniture and home goods rentals with delivery, pickup, and swap flexibility. Closest international comparison in business model, customer profile, and category focus.
• CasaOne: US furniture and home furnishings rental company serving both consumers and businesses with curated packages and subscription tenures. Closely comparable product, pricing, and B2B/B2C split to Furlenco's model.

Broad incumbents

• Aaron's Holdings: US-listed rent-to-own incumbent operating hundreds of stores offering furniture, electronics, and appliances on lease-to-own agreements. Represents a much larger, established adjacent category with overlapping end-customers and asset-intensive operating model.
• Rent-A-Center: Largest US rent-to-own retailer offering furniture, appliances, and electronics through both physical stores and ecommerce. Provides a publicly traded comparison for capital-intensive lease-to-own consumer models at scale.
• Pepperfry: India's largest online furniture retailer (purchase-focused rather than rental). Competes for the same Indian household customer wallet with a broader catalog and established omnichannel presence, but does not overlap on subscription rental directly.
• IKEA: Global furniture retail incumbent now operating in India with a growing store footprint. Competes indirectly for the same consumer furniture budget with low-cost, flat-pack purchase offering rather than rental, but IKEA's entry into furniture subscription pilots in other markets raises a direct future threat.

Others

• Sheela Foam: Listed foam and mattress manufacturer and Furlenco's controlling shareholder (35% stake). Not a direct competitor, but provides strategic capital, raw material supply, and the 5,000+ dealer distribution channel that materially shapes Furlenco's go-to-market economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/furlenco
• Facebookfacebook.com/Furlenco
• LinkedInlinkedin.com/company/furlenco
• Instagraminstagram.com/furlenco

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds22 records

Investors27 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Furlenco