Duroflex, an established player in India’s sleep and comfort solutions segment, has introduced its newly redesigned experience store in Indiranagar, Bengaluru. This launch represents the first phase of the company’s broader strategy to transform its retail presence nationwide through an experience-led approach.
Aligned with the brand’s evolving philosophy, ‘Designed to De-Stress’, the updated store format aims to redefine how consumers engage with sleep products. Instead of focusing solely on mattress transactions, the concept expands into a more comprehensive approach encompassing sleep health, wellness, and recovery. The space also reflects Duroflex’s updated visual identity, centred on calmness, comfort, and modern design aesthetics.
The Indiranagar outlet has been conceptualized as an immersive environment where customers can explore their sleep requirements at a slower pace. The store encourages visitors to better understand their individual needs while discovering solutions designed to improve rest and recovery in increasingly demanding urban lifestyles.
A key feature of the store is its structured and guided customer journey. The layout prioritizes consultation and education, allowing customers to interact with products through assisted comfort trials, receive tailored recommendations, and gain insights into aspects such as posture, pressure points, and material suitability.
Among the highlights is the Decode Studio, an in-store concept aimed at simplifying product selection. This dedicated space enables customers to evaluate their comfort needs in a private and relaxed setting, supporting more informed and personalized decisions.
The store also showcases Duroflex’s latest product innovations, including Airboost technology, reinforcing its positioning as a science-driven brand focused on consumer needs. The overall store design—from layout to visual elements—has been carefully planned to create a soothing atmosphere that promotes meaningful engagement rather than quick purchasing decisions.
Commenting on the launch, Sudhanshu Krishna, Chief Sales Officer, Duroflex Limited, said:
*”As urban lifestyles evolve, we are seeing a clear shift in how consumers approach sleep, not just as a necessity, but as a key pillar of overall wellbeing. At Duroflex, this has led us to rethink how retail can play a more meaningful role in guiding consumers towards the right solutions.
The Indiranagar store is an important step in this direction. It reflects our intent to create spaces that are more intuitive, experiential, and consumer-centric. This is the first of several such transformations, as we look to upgrade more stores across key markets over the coming months with a consistent, experience-led format.”*
The redesigned experience store is now open to customers in Indiranagar, Bengaluru.
