How Kyoona is Bridging the Gap in the Home Furnishing Space with its Well-Designed and Superior Quality Products

Kyoona is a premium home furnishings brand. At its core, Kyoona is a choice to put design at the center of everything and create a lifestyle statement that is as eclectic as it is unforgettable. 

The core vision of Kyoona is to take art off the wall and bring it to the living spaces. The brand’s exclusive designs put customers in the curator’s seat and empower them to add a touch of charm and whimsy to their homes. The ideal customer base for Kyoon products in India includes people who appreciate art and decorating their space, possess immaculate taste, love their comfort, and are mindful of their sleep well-being.

“We saw a gap in the market for well-designed and quality bed linen and that pushed us to use our connection with the design industry to bring art to your space. After all, we are only as good as the space we live in,” stated Co-founders, Nupur Vaid and Minal Kejriwal.

“We are a fully bootstrapped brand since day one and haven't approached investors yet. We have proved our concept and are currently recycling revenue to grow the brand,” they asserted. 

The brand’s USP lies in its commitment to celebrating the understated influence of design in everyday life. Working closely with artists across the globe, Kyoona crafts a unique living experience, keeping design at its heart. 

Elaborating on the same, they said, “Our bed linens are manufactured using 400 thread counts with 100 percent cotton material, 3-ply sheets with a sateen weave. This high-grade, long-staple cotton results in a texture that is incredibly soft, wrinkle-resistant, and durable, offering high-quality products to the customers.

Retail Strategy 

At present, Kyoona is purely an e-commerce brand that is now also in the process of listing on other large aggregator platforms that fit within the brand profile. The founders understand that customers would like to touch and feel the products to get convinced for investing in premium furnishing products. Hence, to allow their customers to feel the products in person, the brand has planned a bunch of BTL activities such as exhibitions and individual pop-ups and organizes fun talks and pajama parties with the other brands.

“Our challenge is to communicate this effectively to our audience, along with the thought that's gone into the art that is every piece. It's been a challenging process as an e-commerce brand. A major chunk of our audience prefers to feel bed-linen products before purchasing them. That's how our focus on exhibitions, pop-ups, and other physical activations grew to such an extent,” the duo asserted.

On the digital front, the brand has a meticulously planned content calendar in place for creating a regular buzz on its social media channels such as Instagram and Linkedin to attract customers. Additionally, it has tied up with Meta Business Suite Ads, Google Ads, and an SEO agency to curate and post target-oriented content for increasing its visibility and customer footfall. 

Betting Big on Sustainability

The brand’s products are hand-made with a minimal waste mindset ensuring that every piece, from fiber to shelf is consciously manufactured. When it comes to packaging, recyclable cardboard and plastic, and reusable cloth bags complete the story, making every Kyoona product a fine example of sustainable luxury. However, the founder believes that these are just the basics. 

“We are constantly researching and sampling new materials such as hemp, Tencel, and bamboo to employ in our product line-up to take this effort one step further. We also collect all our waste fabric and are currently creating a plan on what to do with it,” said Vaid and Kejriwal.

Technology Integration

The brand sources fabric from a manufacturer in Coimbatore and has been carefully created to give high breathability, great softness, and rich colors to the products. 

“To enable the rich colors, we use a digital printer in Ahmedabad that operates on the most cutting-edge Italian machine that gives the artwork the depth, richness, and durability on the linen,” they stated. 

Future Plans

Kyoona’s current product portfolio consists of bedsheets, cushion covers, pillowcases, quilts, duvet covers, and sets. It also has 4 collections including a kid’s collection that is catered to boost the imaging capabilities of children. 

“The current expansion plan includes table linens as the next product launch with further addition of bath linen and other home furnishings. Our launches will eventually be on a 6-month cycle for the smaller products, and around 8-9 months for full collections. We don't believe in fast fashion, and art doesn't go out of style. We aren't trying to hop onto trends. We want to create timeless classics,” they asserted.

“We are currently operational all over India, but with a focus on the bigger cities. We'll first expand our marketing efforts to the smaller cities of India, and then we have a wishlist of 5 countries globally which we will target thereon," they further added.