From a fashion-forward brand to an industry-first global company
Online bed linen brand California Design Den is the brainchild of Deepak Mehrotra, Co-Founder of NMK Textile Mills. An award-winning manufacturer of bed linens, NMK Textiles began its journey in 2006 by manufacturing and exporting high-end bed linens to large department stores in the US and Canada. In 2016, as their offline exports business slowed down, Deepak saw an opportunity to grow and expand the business by going online and selling directly to customers. Our initial concerns were the copious amounts of investment required in marketing and supply chain to create awareness and trust for our brand to be successful globally – which were taken care of, thanks to our association with Amazon Global Selling, explains Deepak Mehrotra Co-Founder, California Design Den.
We were very clear that e-commerce was the best route to take our products to the customers in the US.
Refurbishing the brand identity
They reworked their complete supply chain and launched the brand ‘California Design Den’. They joined Amazon Global Selling program in 2017, and since then they have been selling their own fashion-forward products directly to consumers. Over the years, their shipment and deliveries have become easier and customer feedback has helped them make their products even better. "We were very clear that e-commerce was the best route to take our products to the customers in the US," says Deepak Mehrotra Co-Founder, California Design Den.
Establish. Emerge. Expand.
The success they achieved through Amazon Global Selling gave them the confidence to launch new products and continue their growth story. With the help of Amazon Global Selling team and evolved platform features, California Design Den has been able to constantly get better at every aspect of marketing and promotions as well. In the past three years, they have seen over 100% YoY growth in Amazon’s US marketplace, thus paving the way for their expansion into other Amazon marketplaces.
Looking ahead, California Design Den strives to be the first Indian DTC (Direct to Consumer) brand to sell goods worth $100 million on Amazon by 2022.