A reputed developer in the mid-premium apartment segment partnered with AND to conceptualize and build an independent interior design business. With a strong understanding of homeowner preferences, particularly the need for aesthetic, move-in-ready spaces, the vision was to offer a new service aligned with the parent brand's values, yet designed to operate as a standalone venture. Against this backdrop, the client approached AND to help them:
Tap into New Revenue Streams: Expand beyond real estate by entering the mid-premium interiors market, addressing an underserved but growing customer segment
Leverage Customer Insights: Utilize existing knowledge of homeowner preferences to design a service offering that resonates with aspirational buyers seeking convenience and quality
Our comprehensive approach included:
Comprehensive Market Understanding: We began by aligning with the client's strategic vision and exploring the mid-premium interiors market through in-depth secondary research and targeted primary stakeholder interviews. This was paired with a structured competitor analysis to identify unmet needs and validate white spaces beyond surface-level assumptions.
Opportunity Prioritization & Customer Journey Mapping: We evaluated growth opportunities through a data-backed framework that balanced customer desirability, operational feasibility, and strategic fit.
Phased Execution Model for Scalable Growth: We developed a phased go-to-market model centred around partner enablement and capital efficiency.
We helped the client create a differentiated proposition that bridged the gap between mass-market interiors and high-end luxury. Our strategy balanced speed to market with operational discipline, enabling the client to scale confidently across cities without compromising on quality or brand integrity.
At AND, we helped turn a promising idea into a clear, scalable business built for long-term success.
An independent interior design venture is a standalone business that operates independently from its parent company while leveraging existing customer insights and brand values.
Customer journey mapping helps interior design businesses understand customer needs, pain points, and preferences to create services that resonate with target audiences.
AND provides market analysis, opportunity prioritization, phased execution models, and strategic planning to help companies build scalable interior design ventures.