TURNING FURNITURE SHOPPING INTO IMMERSIVE EXPERIENCE | NATALIER BY BENT CHAIR

FDT Bureau

Natelier by Bent Chair is a leading brand today, offering an immersive and ultra-luxury furniture buying experience. The latest venture by the father-daughter duo Natasha and Neeraj Jain, Natelier by Bent Chair showcases exquisite craftsmanship and refined aesthetics infused with original ideas. In 2016, Natasha and her father Neeraj Jain founded Bent Chair, a brand that champions cooperative manufacturing by merging out-of-the-box creativity, advanced technology, and traditional artisan skills. Eight years after Bent Chair’s inception, Natasha and Neeraj Jain have launched Natelier by Bent Chair as their newest endeavor. In an exclusive feature for MARKET WATCH by FURNITURE DESIGN & TECHNOLOGY MAGAZINE (FDT), Ms. Natasha Jain describes Natelier by Bent Chair as an ultra-luxury furnishings brand that combines modern opulence with elegant minimalism and inventive design.



TELL US ABOUT THE LAUNCH OF NATELIER BY BENT CHAIR?
Natasha Jain: Natalier by Bent Chair is an exciting new brand launched by us. Its parent brand, Bent Chair, has been in the market for last eight years. Some key categories differentiate this new venture from the former one. Bent Chair has always been known for its bold, quirky and maximalist designs. On the other hand, with Natalier by Bent Chair, we wanted to reach to an audience with a more evolved, refined taste — someone who could appreciate a more neutral and straight-lined aesthetic. This is what truly defines the uniqueness of Natalier by Bent Chair.

HOW DOES THE TARGET AUDIENCE FOR NATALIER DIFFER FROM THAT OF BENT CHAIR?
Natasha Jain: When we started Bent Chair, our focus was on the younger demographic. We were looking at people moving into their first homes — those who wanted to experiment with color and quirky design pieces. Bent Chair was all about fun and funky designs. With Natalier, we’re catering to a more mature audience — those who are creating larger homes like farmhouses or bungalows. Our audience has evolved, and thus we felt it was important to separate the brand to reflect the growth. Natalier embodies a sophisticated, understated elegance, appealing to a discerning clientele.

CAN YOU TELL US ABOUT THE SHOWROOM EXPERIENCE FOR NATALIER?
Natasha Jain: Absolutely! The Natalier showroom is a sprawling 22,000 square feet with both indoor and outdoor spaces. It is a unique experience as we have divided the store into eight distinct houses to give the consumer experience of various styles, i.e., contemporary, classical, farmhouse, boho etc with varied aesthetics. The idea is to help the consumers visualize their homes in a particular setting. It’s an immersive experience unlike anything a furniture brand has ever done before.



WITH OVER 500 PRODUCTS IN-STORE, COULD YOU HIGHLIGHT A FEW STANDOUT FEATURES?
Natasha Jain: While it’s hard to narrow down few points, I want to emphasize on the unique finishes that we’ve developed We have some innovative techniques like liquid metal finishes, intricate stone mosaics, and surface panels that showcase our craftsmanship. We’ve also experimented with a blend of materials—combining metal with woodwork in fresh and exciting ways. While each product has its charm,the engineering and technology behind these designs that set them apart. It’s a whole new level of diversity in design that our customers can experience firsthand.

IT SEEMS LIKE YOU HAVE A STRONG CONNECTION TO HOSPITALITY AS WELL. HOW DOES THAT INFLUENCE YOUR A STRONG CONNECTION TO HOSPITALITY AS WELL. HOW DOES THAT INFLUENCE YOUR DESIGN APPROACH?
Natasha Jain: My family has deep roots in the hospitality industry - my husband has been in the restaurant business for many years which makes hospitality a natural progression for us. When designing these spaces, our goal is to think about the next generation of restaurants. We carefully dwell on how they could be more laid-back or bold in nature. We’ve worked on a broad portfolio of restaurants and each project allows us to bring our creativity and design vision to life in a unique way atasha Jain: My family has deep roots in the hospitality industry - my husband has been in the restaurant business for many years which makes hospitality a natural progression for us. When designing these spaces, our goal is to think about the next generation of restaurants. We carefully dwell on how they could be more laid-back or bold in nature. We’ve worked on a broad portfolio of restaurants and each project allows us to bring our creativity and design vision to life in a unique way.

HOW DO YOU APPROACH WORKING WITH CLIENTS ACROSS DIFFERENT TYPES OF PROJECTS?
Natasha Jain: Each client, whether they’re designing a home, restaurant, or a hotel, comes with specific needs. We like to sit down with them, review their layouts, and work through every detail — products, customizations, fabrics, and finishes. It’s a very hands[1]on, personalized experience. This kind of care and customization make the experience more premium and ensures that every project feels tailored to the client’s vision.

HOW WOULD YOU DESCRIBE THE DESIGN PREFERENCES OF YOUR AUDIENCE IN DELHI?
Natasha Jain: The Delhi consumer is incredibly design-conscious and well aware of the global trends. Right now, there’s a huge demand for cleaner, neutral palettes ,i.e., a ‘bohemian trend’. We’ve collaborated with designer Shivan on this concept, which you can see at the Natalier store. The collection draws from resort- inspired aesthetics, making homes feel serene and easy going.



WHERE CAN CONSUMERS FIND NATALIER?
Natasha Jain: They can visit us at our flagship store in the newly-launched store in Sultanpur, Delhi. We’d love to host them and take them through the collection. Of course, they can also follow us on Instagram at Natalier by Bent Chair or visit our website to learn more.

ANY FINAL MESSAGE FOR CONSUMERS LOOKING TO DESIGN THEIR SPACES?
Natasha Jain: My message would be that your home or space is incredibly personal. Work with brands that honour that and can help you bring your vision to life. Your space should be a reflection of you, and we’re here to make sure that happens.