Building up: Urban Ladder acquires decor competitor BuynBrag

Urban Ladder may still be on the lookout for investors but that hasn’t stopped the online furniture retailer from acquiring competing firm BuynBrag.

Urban Ladder today announced the acquisition of the competitor that it said was known for its range in decor and contemporary design.

BuynBrag co-founder Prithvi Raj Tejavath has been appointed VP - Home Dcor at Urban Ladder while some other members of the team have been absorbed into Urban Ladder, a statement from Urban Ladder said.

BuynBrag which was launched in 2012 is now expected to help boost Urban Ladder’s home decor portfolio.

The online furniture business is among the fastest growing in the e-commerce space, and is expected to become as big as electronics and fashion soon. It also offers e-retailers in the segment a margin of 50 percent or more for each piece sold.

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Urban Ladder gets a large chunk of its furniture manufactured in Rajasthan and then Delhi, Bengaluru and Mumbai become good secondary sources of furniture manufacturing for it.

The furniture maker recently made headlines when Tata Group’s chairman emeritus Ratan Tata invested an undisclosed amount in the company. COO Rajiv Srivatsa had told Firstbiz at the time that funds raised through four rounds of invetsment (including Tata’s) will be used to build backend supply chain and sourcing besides investment in technology and tech startups.

Japanese bank Softbank is also reportedly evaluating a potential investment in the furniture retailer which could help it boost its war chest and acquire smaller competitors in the future.