About Company

• Stanley Lifestyles (“Stanley”) was initially formed as a partnership firm on February 1, 2007. Stanley is a super-premium and luxury furniture brand in India and among the few home-grown super-premium and luxury consumer brands in India operating at scale in terms of manufacturing as well as retail operations. They are the 4th largest player in the home furniture segment in India in terms of revenue in Fiscal 2023. They have the distinction of being among the first few Indian companies to venture into the super-premium and luxury furniture segment and one of the few Indian companies present across various price points, i.e., super-premium, luxury and ultra-luxury segment, through their various brands.
• Company’s retail furniture products under the “Stanley” brand. Over the years, they have developed brand recognition and customer loyalty through their quality products, as well as targeted marketing strategies and advertisement campaigns such as “Beautiful Living”, “Design Glamour”, “Luxury Unlimited” and “Bed of Dreams”.
• Stanley is the only super-premium and luxury Indian brand that provide a wide range of home solutions offerings, such as sofas, armchairs, kitchen cabinets, beds, mattresses and pillows, amongst others.
• Stanley is primarily engaged in the design, production and sale of seating products majority of which can be customized in various configurations such as 4-seater or 3-seater sofas, leg options and upholstery options such as Scandinavia Max, Euro Nappa / Tuscana Nova Cashmere / Poach Molba.
• They retail their furniture products primarily through the 3 store formats: Stanley Level Next targets customers in the ultra-luxury home solution price points. Stanley Boutique targets customers in the luxury category price points and Sofas & More by Stanley targets customers in the super premium price points.
• As of January 30, 2024, their retail presence in India was 4 times the size of their nearest competitor in the luxury/super-premium furniture industry.
• As of December 31, 2023, they operated 38 “company owned and company operated” (“COCO”) stores all located in the major metro-cities of Bengaluru, Chennai, New Delhi, Mumbai and Hyderabad, all operated by their Subsidiaries and 24 “franchisee-owned and franchisee-operated” (“FOFO”) stores in 21 cities across 11 States and Union Territories in India.
• The company operates 2 manufacturing facilities located at Electronic City, Bengaluru (Karnataka) and Bommasandra Jigani Link Road, Bengaluru (Karnataka).
• As of December 31, 2023, Stanley offered their customers an opportunity to select products across multiple catalogues, designs, configurations and SKUs with options offered in 10 different types and over 300 colours of leathers and fabrics that can be used in various combinations.

Strengths

Competitive Strength 

• Largest and the fastest growing brand in the luxury/super-premium furniture segment ;

• Comprehensive home solutions provider with offerings across categories and price points;
• Pan-India presence with strategically located stores;
• Focus on design-led innovation;
• Vertically integrated manufacturer with skilled craftmanship capabilities;
• Efficient business model with track record of delivering financial growth;
• Promoter-led company with experienced professional and senior management team.

 Business Strategies 

• Continue to expand the retail presence within India and abroad by leveraging the “Stanley” brand appeal;

• Continue to increase brand awareness;
• To evaluate and increase the presence in the B2B segment as well as enter into distribution arrangements;
• Further expand the product portfolio;
• To enter and expand into additional segments;
• Leverage technology to enhance customer experience and grow the operations.

Company Promoters

Company Financials

Stanley Lifestyles Limited's revenue increased by 42.94% and profit after tax (PAT) rose by 50.64% between the financial year ending with March 31, 2023 and March 31, 2022.

Objects of the Issue

The company proposes to utilize the Net Proceeds towards the funding of the following objects:

1. Expenditure for opening new stores under the formats of "Stanley Level Next", "Stanley Boutique" and "Sofas & More by Stanley" ("New Stores");
2. Expenditure for opening anchor stores ("Anchor Stores");
3. Expenditure for the renovation of existing stores under the formats of "Stanley Level Next", "Stanley Boutique" and "Sofas & More by Stanley" ("Existing Stores");
4. Funding the capital expenditure requirements for purchasing new machinery and equipment by the company and Material Subsidiary, SOSL; and
5. General corporate purposes.