LONDON, UK: Symphony International Holdings Limited announced an investment in House of Kieraya (HoK), a pan-India online furniture and lifestyle brand.

The funding round, led by Symphony, included investments from Signet family office and The Parekh family office of Nilkamal. The investment by Symphony amounted to less than 5% of its NAV.

The umbrella brand, House of Kieraya (HoK) includes Furlenco, one of India’s largest furniture and lifestyle subscription businesses, and Furbicle, a brand focused on sustainability-led remanufactured furniture.

The fresh capital will go toward the growth of HoK’s existing digital-first brands and in building new consumer offerings.

Ajith Karimpana, Founder and CEO of House of Kieraya (HoK) said: “Our goal is to create brand affinity among consumers who are at different stages of their lives, with changing lifestyle needs. The funds we have raised will help us reach our goal of dominating the furniture segment through additional investment in our design and technology elements.”

Anil Thadani, Chairman of Symphony’s Manager, said: “We are delighted to be part of the new consumer growth story in India through HoK’s tech-enabled consumer offerings, with sustainability at the heart of the brand. We look forward to our partnership with Ajith and his team as they continue to innovate their way into being one of the top furniture brands in India.”

House of Kieraya holds Furlenco, UNLMTD by Furlenco, and Furbicle under its umbrella. HoK’s vision is to become India’s largest tech-driven online furniture and lifestyle company with the promise of sustainability. It is committed to providing access to high quality, well-designed furniture and home appliances in a way that limits overproduction and over utilisation of scarce resources.

HoK’s expertise in the online rental space (Furlenco), subscription commerce (UNLMTD by Furlenco), and re-commerce (Furbicle) gives it the unique ability to achieve circularity in furniture, and work towards sustainability in the furniture industry. www.furlenco.com

Symphony International Holdings Limited is a London listed strategic investment company that invests in consumer related businesses, primarily in the healthcare, hospitality, lifestyle (including branded real estate developments), logistics, education and other sectors, including businesses that are technology-enabled and based predominantly in Asia. www.symphonyasia.com