New York head-quartered Humanscale, the leading designer and manufacturer of high-performance ergonomic products for the workplace, has announced that it will expand it retail presence in India by establishing its presence in 50 multi-branded stores by mid-2026 in collaboration with local retail partners. In addition to Tier 1 cities, Humanscale would also focus on Tier 2 and Tier 3 cities across India where it sees huge potential for retail sales of its ergonomic products.
The company, which until recently primarily followed a B2B sales model, now sees a huge potential in retail and is targeting to increase the percentage of the company’s sales from retail to about 30% of its total revenue from the current 5% by FY 27.
In India, Humanscale has been selling its award-winning products that include ergonomic chairs, sit/stand desks, new monitor arm line and the ergonomic tools through its Authorised Distribution Partner, S Cube Ergonomics Pvt Ltd (S Cube), having their Exclusive Showroom and Ergonomics Experience Centre at Bengaluru, Hyderabad and Pune with presence in 10+ multi-branded stores across India through its current local retail partners.
The company, which had India revenues of $12 M for FY 24, has high-profile India customers that include Visa, LinkedIn, WellsFargo, Microsoft, Goldman Sachs, Google, Bank of America, Pepsico etc.
“In India, our Retail target audience includes high-net-worth individuals, SMEs, and business owners seeking ergonomic solutions for their home offices or personal office spaces. We are interested in partnering with local retailers across India who cater to this segment. This includes both standard showroom format retailers that attract walk-ins, as well as trade partners who reach customers through architects, interior designers, and contractors’, said Sathish Nandagopal, Founder and Director, S Cube.
“Ergonomics is a multifaceted subject that demands careful understanding. Establishing strong local connections significantly enhances our market presence. Through local partnerships we experience better reception and deeper engagement with the community, ensuring that our ergonomic solutions effectively reach the right audience,” added Sathish Nandagopal.
“There is a significant gap in the market for ergonomic workstations for retail customers. Currently, awareness and accessibility are quite limited. Many people believe that a good ergonomic chair is enough, but that’s only part of the solution. A complete ergonomic workstation includes a high-quality chair, a height-adjustable desk, a monitor arm, a docking station, a keyboard tray, and proper task lighting,” said Alastair Stubbs, Country Director India, Humanscale.” With more people working from home and in small office spaces, musculoskeletal disorders are becoming increasingly common, creating a growing demand for these solutions. As awareness grows and more consumers understand the value of investing in full ergonomic solutions, we anticipate strong demand from the retail segment in the coming years.”
“Since 2014, Humanscale, along with our India Distribution Partner S Cube, has been on a relentless mission to build an ‘Ergonomic India’. The Retail expansion outlined above is a further testimony to Humanscale’s commitment to the Indian market as well as to enhancing the health, well-being, and productivity of workers everywhere. By turning spaces into places that encourage movement, comfort, and personalization, Humanscale is setting a new benchmark for workplace ergonomics,” concluded Alastair Stubbs.