INDIA: In a strategic move to bolster its expansion into new categories and sales channels, Fireside Ventures-backed online home and kitchen brand 10ClubHomes has appointed Kavitha Rao as its Co-founder and Chief Operating Officer. The seasoned executive, with a background as the Managing Director for Retail at Accenture and Chief Commercial Officer at IKEA India, is set to play a pivotal role in steering the brand’s trajectory towards a diversified and omnichannel approach.
In a recent LinkedIn post, Kavitha Rao expressed her enthusiasm, stating, “Excited to share a milestone in my entrepreneurial journey – embarking as Co-Founder and COO at 10Club Homes. Thrilled to contribute to shaping it into a leading consumer brand in the Home space. Looking forward to collaborating with Bhavna and the entire 10Club team, charting a course for unprecedented growth and profitability.”
Background and Strategic Pivot
Founded in 2020 by Bhavna Suresh, Joel Ayala of VC firm Class 5 Global, and Deepak Nair, 10ClubHomes executed a ‘strategic pivot’ in October 2023. This move aimed to consolidate the brand within the home and kitchen category, transitioning from its initial direct-to-consumer roll-up model. The startup had secured $40 million in a seed round in 2021 and an additional nearly $30 million in funding from US-based Olive Tree Capital and existing investors in 2022.
Category Expansion and Leadership Transition
Having acquired five direct-to-consumer brands spanning lawn and gardening, sports and fitness equipment, and baby products, 10ClubHomes expanded its offerings to include kitchen accessories, decor, and serveware. Kavitha Rao’s appointment as COO is expected to drive the brand’s penetration into new categories such as furnishing, organizing, bathroom essentials, and potentially lighting, solidifying its presence in the home space.
Omnichannel Approach and Future Plans
With a commitment to sourcing 95% of its SKUs from Indian manufacturers, 10ClubHomes is gearing up for an omnichannel presence. Rao revealed plans to explore quick-commerce channels, collaborate with online marketplaces, and enhance its direct website sales. The brand took a step into the offline realm in collaboration with mattress brand Wakefit, adopting a store-in-store model in October 2023. Furthermore, standalone brand stores are on the horizon, with the aim of opening doors by Q1 of the upcoming financial year.
Sales Targets and Workforce Expansion
Under Rao’s leadership, 10ClubHomes is eyeing a GMV sales target of Rs 100 crore in FY24, with ambitions to double this figure in the following year. To support its expansion plans, the brand is actively seeking additional talent, aiming to build upon its current workforce of 35 employees.
As 10ClubHomes embarks on this new phase with Kavitha Rao at the forefront, industry watchers are keenly observing how the brand will navigate the competitive landscape and carve a niche in the evolving home and kitchen market.
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