Case Study
Furlenco
How We Helped Furlenco Build a D2C Engine in a Category They Weren’t Known For
Furlenco, India’s leading furniture rental brand, pivoted to direct furniture sales — a fundamentally different purchase journey, mindset, and media economics. Unlike rentals, selling furniture demanded higher upfront trust, deeper category resonance, and a much lower tolerance for acquisition inefficiencies.
Key Business Challenge
Transition from a rental-first low-AOV model to a direct sales high-AOV model — without diluting brand equity, while building a profitable paid marketing engine from scratch.
Campaign
eCommerce - Indiawide
Industry
Home Decor and Furnishings
Key Growth Levers
Before Scaling We Conducted
A Detailed Diagnostic Exercise
Category Perception Mismatch
72% of prior visitors associated Furlenco exclusively with rentals.
High Drop-off
Rates
Users were hesitant to move from product views to checkout due to lack of perceived trust in buying “rented” furniture.
CAC Risk
Zones
Initial customer acquisition cost estimates were ~₹12,500+, unsustainable for the average order values targeted.
A Full-Funnel Rethink
Not Just A Tactical Deployment
Brand Repositioning
Introduced “Designer Homes, Now Yours” messaging across paid media and landing touchpoints. Shifted perception from ‘temporary’ to ‘aspirational ownership’.
Media Mix Strategy
Balanced top-of-funnel intent creation (Meta, YouTube) with bottom-funnel capture (Google Shopping, Search). Achieved sustainable scaling with CAC compression over months.
#ROI
Strategic Framework
We architected the growth strategy across 4 focused pillars.
Key SKU Prioritization
Focused spend on fast-moving SKUs (Work Essentials, Compact Living Sets) based on early cohort signals. Improved conversion efficiency by 31%.
Audience Layering
Segmented previous renters, urban professionals, and early-stage home furnishers to personalize messaging — reducing broad CAC pressure.
We iteratively tested messaging narratives, landing journeys were restructured, retargeting ecosystems were layered by page depth. All together constructing a flywheel where brand trust fuelled transactions.
Within 6 Months of Launch
Here Were Our Results
Campaigns prioritized new buyers, not retargeting — 64% were first-time Furlenco customers.
Our Learnings
We Don't Just Run Campaigns
we solve growth architecture challenges.
Category repositioning precedes performance scaling.
SKU-level focus accelerates scale faster than generic brand-building.
Building a D2C brand traditionally known for rentals demands more than just ad spend — it demands narrative engineering.
Audience architecture can dramatically compress CAC if built through real user signals.
For us, paid media is a lever – not a service. That’s how we approach growth.