Once known primarily as a disruptor in the mattress industry, Wakefit has undergone a significant transformation over the past few years, evolving into a comprehensive home solutions brand. As the company approaches a major revenue milestone — ₹1,000 Cr in FY25 — it is the strategic expansion into the furniture category that stands out as the key growth engine.
Launched in 2019, the furniture vertical has rapidly gained traction, emerging as Wakefit’s fastest-growing segment. In FY24, this category alone contributed ₹301 Cr to the company’s total revenue of ₹986 Cr, accounting for 30.5% of the overall topline. The momentum has continued into FY25, with the first nine months (9M FY25) already bringing in ₹260.6 Cr — 26.8% of the total ₹971 Cr revenue during the period.
This growth is not merely a result of product expansion, but a reflection of Wakefit’s focus on solid unit economics and operational efficiency. The company has implemented tighter cost controls, including reductions in procurement and workforce expenses, largely driven by increased automation. At the same time, Wakefit has optimised its marketing spend to strengthen brand affinity and consumer recall. These measures have contributed to a notable improvement in profitability, with an EBITDA of ₹76.4 Cr and a margin of 7.87% in 9M FY25.
Another key differentiator for Wakefit is its direct-to-consumer (D2C) approach. A majority of the company’s revenue — 55% in 9M FY25 — has been generated through its own channels, including its e-commerce website and company-owned stores. This channel mix allows Wakefit to maintain higher margins, ensure better control over inventory, and foster long-term customer relationships through effective cross-selling and personalised engagement.
As Wakefit prepares for a potential IPO, its calculated bet on the furniture segment is clearly paying off, driving not only revenue growth but also enhancing the company’s resilience in a highly competitive home solutions market. The story of Wakefit is no longer just about mattresses — it is about smart expansion, operational discipline, and building a brand that addresses the evolving needs of Indian households.
