Scooter teapots to Shahjahan chairs. Bent Chair which currently opened save on Chamiers Road has an eclectic blend of regal and quirky. The e-tailer domestic décor save which gives a repertoire of furnishings, decor, eating and wall art went turned into based three years in the past. But in that quick time has already managed to set up bodily stores in 10 Indian towns so far, as well as operations in China. And this isn’t counting a separate vertical in hospitality, with the richly-provided front room bar Plum by Bent Chair in Mumbai.
We stuck up with their firecracker of a co-founder, 30-year-antique Natasha Jain. The Stanford graduate commenced the venture along with her industrialist father, Neeraj Jain, with an imaginative and prescient to create get admission to lower priced luxurious within the decor area. Apart from being roped in for the interiors of high-quit manufacturers like Lord of the Drinks (all shops), the enterprise also collaborated with clothier Rocky S for a collection ultimate year.
Are there new collections within the pipeline for 2019?
We’re continually innovating ourselves and bringing out newer collections, so 2019 can be no exception. Currently, we’re working on Make In India and Lion series, corals and the return of the classics, a renaissance collection, and a fusion of furnishings and fashion. All those collections are in entirely extraordinary guidelines, and I’m excited to position them together and bring it out for our customers. We’re running on including cabinets as a product category this year. I’m hoping we’ll be capable of releasing them quickly.
We’re curious approximately how the name Bent Chair befell. Is there a tale in the back of it?
We desired the call to reflect the emblem, and so, put a whole lot of notion behind this quirky, but easy, name. Essentially, a bent chair refers to a normal chair that has been altered from its original shape to an alternatively unusual discern, reflecting panache and unending creativity, that’s what our logo is all about.
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We love your moped-inspired teapots! Tell us approximately your quirky aesthetic…
At Bent Chair, we’re continually seeking to do some thing out-of-the-field. We maintain up with the times, the style, the colors, and the topics and we use them as a base for all our quirky designs. We goal to create designs which apply to the times, however on the same time, be exceptional and unique.
Do you’ve got a selected target audience in mind?
Well, the logo is open to absolutely everyone. However we do hold in mind the tastes and alternatives of people aged among 25 and 45 when brainstorming and designing. The quirky designs that Bent Chair stands for are higher loved and appreciated by way of the millennials because they may be a far bolder and “available” era. Gen Y is too younger to be looking into fixtures and decor, so, Gen X is an automatic preference.
The last yr, you collaborated with Rocky S on a collection. Which superstar name are you running with this year?
What are some of your preferred creations or ones which have ended up warm sellers through the years?
The Leaf coffee desk, the Scooter teapot, the Famous Five sculpture, and of the route, the Shahjahan chair. As for our most up to date sellers, there’s the Luke chair, the eclipse desk, the Kenneth couch, the Scooter teapot, and the Cirque console desk.
Take us behind the curtain – how big is the design team and in which does the magic show up?
We’ve saved our design crew quite small so that we can see all paintings on thoughts, designs, and collections together. Currently, my design team has ten members, who work as one to make Bent Chair bigger and better. The ‘magic,’ so to speak l, occurs throughout five manufacturing facilities in Ambala that residence the modern-day woodworking equipment, in addition to a huge space for meeting, storage, and testing of the completed merchandise. In addition to the primary manufacturing gadgets, four centers have been an installation for polishing, carving, weaving and portray of Bent Chair merchandise, which uses technology that no different furniture production unit is currently the use of in India, like Plasma Vapor Deposition.
You have a restaurant in Mumbai that has acquired rave reviews, each for its meals and aesthetic. Will Plum By Bent Chair be coming to Chennai as nicely?
Plum By Bent Chair, as a idea in addition to the emblem, remains fairly new and we’re nonetheless studying what works high-quality for it. So, for now, our cognizance is at the stores that already exist in Mumbai and Delhi; to higher develop them take them to more heights. But, who knows what destiny holds?
Are there other verticals like hospitality which you desired to step into in 2019?
I will try now not to! Plum By Bent Chair is a vertical that is so out of my consolation zone, and preserving up with it takes up a maximum of my time. I need to attention on it and provide it my first-class, as opposed to stepping into too many verticals too rapid. If I pile on an excessive amount of on my plate, I received’t be capable of doing justice to any.
You’re in 10 cities in India, as well as China. Tell us about your expansion plans.
Our enlargement adventure has been overwhelming, to be sincere. It’s been quicker than I predicted, and I nevertheless can’t consider that we made it to 10 cities and China! We began from Hyderabad, moved directly to various Tier 2 cities, have now opened in Chennai and could coming quickly to Bengaluru. It truly has been amazing gaining knowledge of curve. By the stop of 2019, I hope to have 15 shops across India, and my 2020 imaginative and prescient is to turn that number to 30.
Take us again to the start – how did Bent Chair get commenced, and have been you looking for a chair which you could not locate?
Well, it wasn’t exactly about a chair that I couldn’t find. Having lived inside the US for years and witnessing the layout around me, in fixtures, I got stimulated to convey something to India. It made sense, as there is a deficiency of manufacturers with the excessive layout, lower priced price and catering to human beings among the age organization of 25-45 years. This was when the imaginative and prescient for Bent Chair struck, to create a cross-to domestic decor and furnishing emblem, manufactured in India, with an international presence. So, it was less about a chair I couldn’t locate, but more approximately a chair that I become certain many Indians couldn’t find in India!