Herman Miller to Focus on B2C Retail Space

FDT Bureau

American furniture maker Herman Miller recently launched its Atlas Office Landscape workstation and Cosm chair in India. With a production facility in Bidadi, Karnataka, to specifically serve the Indian and neighbouring markets, the furniture company is now looking at further growth avenues in India. Having already opened an online store and listing a few products on e-commerce marketplace viz. Amazon and Flipkart to cater to the digital market, Herman Miller is now setting its eye on the retail market with a focus on appointing channel partners in tier II cities.

The business to business, B2B, segment accounts for approximately 80% of Herman Miller’s business operations India. However, with an eye on the future the company is looking at shifting focus to the B2C retail space. The company is working on creating a digital front and establishing a working supply chain. “India has always been and will continue to be one of the most promising and dynamic markets for Herman Miller. We are focused and committed in terms of further investments, channel development, new product introductions and strengthening the team in India. We also plan to expand our retail offering and make high-quality products accessible across markets in India and APAC,” said Kartik Shethia, vice president, Herman Miller Asia Pacific. Shethia said the Herman Miller product portfolio in India ranges between Rs 60,000 to Rs 4.5 lacs. It is targeting 25% growth in its India operations this fiscal and is also mulling on plans to expand its operations in Bidadi.

The company is very bullish on the Indian furniture market. It feels that there’s a growing awareness about the importance of creating a great workplace for users and that companies aren’t skimping on quality furniture. Shethia shared that they have got local furniture dealers who serve clients in every Indian city and that the company can continue to grow through those dealers who find business opportunities for Herman Miller. The move to focus on the B2C segment is also borne out of the fact that Herman Miller’s manufacturing units are quite robust. The emergence of more global players in the furniture space in India is an encouraging trend, said Shethia, adding that it ensures that Indian customers get good designs, better and more durable products. He added that clients look up to them for cutting edge solutions that can help improve well-being of their employees and the performance of their workspace. “Our designs like Aeron and Mirra 2 are the best ergonomic chairs in the world and are our top sellers in India. The revolutionary framework of ‘Living Office’ is redefining workspace design and getting adopted by designers and clients alike,” he remarked. Further, with height adjustable workspace picking up pace in India, Herman Miller felt the necessity to launch Atlas Office Landscape workstation and Cosm chair in India. With its manufacturing prowess, range of products, distribution capability and a clear set of strategic priorities, Herman Miller, says Shethia, is well-positioned to drive sustainable long-term growth.