House of Kieraya Limited (HKL), incorporated in 2012 in Bengaluru, began as a furniture rental startup under the Furlenco brand catering to young urban professionals and has since evolved into a multi-brand home solutions platform spanning rentals, re-commerce, and premium retail. In 2021, HKL was formalized as the umbrella entity housing Furlenco, UNLMTD (subscription-based bundled rentals), Furbicle (refurbished furniture resale), and Prava (luxury designer furniture with a long-term buy-back program), enabling it to address budget, mid-market, and premium customer segments. The company operates an omnichannel, asset-efficient business model driven by recurring subscription rentals, one-time refurbished and premium product sales, and value-added services, while maximizing asset lifecycle value through rent–refurbish–resale cycles. Backed by strong strategic validation, Sheela Foam acquired around a 35% stake in 2023 for ₹300 crore, valuing HKL at approximately ₹1,000 crore, reinforci...