Sheela Foam540203Mattresses, furniture rental
Sheela Foam management discussed D2C growth, Curlon-Sleepwell brand integration, Forlenko furniture rental business and raw material cost pressures in an interview
By ScoutQuest · · 1 min read
- D2C revenue last year
- 400 crores
- D2C growth expected this year
- 20 percent
- Forlenko expected topline this year
- 500 crores
- Forlenko expected EBITDA margin
- 40 percent
- Forlenko growth rate
- more than 30 percent
Heard on business television between 11:54:31 - 11:57:31 IST.
- D2C business clocked almost 400 crore rupees last year with another 20-odd percent growth expected this year, though it remains a smaller, lower-value, less personalized segment compared to B2C.
- Curlon and Sleepwell integration is ongoing: Sleepwell was strong in north/west via EBOs while Curlon was strong in south/east via MBOs; company is now using each brand's strength to fill geographic gaps, with no saturation expected soon.
- Forlenko, the furniture rental arm (about 70% furniture, rest appliances), has grown over 30% annually and is expected to close this year at about 500 crore rupees topline with around 40% EBITDA margin and strong PAT.
- Raw material prices have risen roughly 50% since January due to war-related disruptions to supply chains and logistics (e.g. US shipments rerouted via Africa); company has passed costs to the trade but not fully to consumers, pressuring volumes.
- Management said normal economic rules on pricing are not applying currently and does not expect raw material relief unless the war ends.
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Source: Live TV News Channel · 27 Oct 2026
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