18 July 2024, 08:14
By Furniture News Dec 22, 2020

Dusk's Farah Arshad on offering "luxury for less"

Furniture News meets Farah Arshad, buyer for online bedding retailer Dusk, which offers “luxury products for less” …

Dusk’s team works closely with various mills to create bedding in line with its unique specifications. Each line is then tried and tested before being sold online. The business is now three years old, and offers more than 400 SKUs. According to Farah, the website’s reach is growing by some +250% YoY, and currently attracts in the region of 420,000 visitors each month.

Why visit your website?

Anyone looking to find high-quality, luxury bedding at an affordable price should head over to the Dusk website. We hand-pick each piece, which means we have a carefully crafted selection of bedding to choose from.

Focusing on stylish white bedding, visitors will find a beautiful collection of linens alongside a range of throws to add layering and extra comfort. 

How did you enter the industry?

Having studied fashion buying and merchandising at Manchester Metropolitan University, I realised my passion was within homeware and interiors. 

Previously working for well-known brands such as Hallmark and George Home, I’ve been able to turn my skills to the interiors industry, which I absolutely love! Dusk’s focus on quality, luxury and affordability is something I truly believe in as a buyer.

Who is your ecommerce hero?

Anyone striving to do well and make a difference in the industry!

Describe a typical working day 

No day is the same! From working to develop product ranges to chasing suppliers on delivery dates, each part is different, and definitely keeps me on my toes. 

What part of your job would you prefer to avoid?

It sounds a little cheesy, but none of it. I love my job!

What has been your greatest challenge to date?

Definitely working at such an ambitious start-up, and the challenges that it brings! But I’m loving everything about it – it’s everything I could wish for in a role, and more. 

How are you making your site more visible?

We are currently investing in making our website more visible through both organic and paid channels, and this is a huge priority for us as a business. We’re increasingly seeing our customers engaging with the brand through social media channels, which is a fantastic way to showcase our products to new audiences in an authentic way.

What’s your take on how the relationship between online and physical retail might develop? 

There has been a huge shift towards online retail, and this year’s events have only accelerated it further. A challenge that comes with this is that people want to test the quality and feel of a product. They want to see how it looks in real homes – which is why we put emphasis on high-quality product photography, and providing as much detail on the fabrics and features as possible. 

I see the physical high street turning more towards an experience-led form of retail rather than for shifting high quantities of products. Online platforms, where you can browse and compare products from a number of retailers more easily, offer a hassle-free alternative to visiting the high street.   

Do you have any plans to grow the business?

Yes, we’ve seen fantastic success in recent times and are looking to keep the momentum going into 2021 and beyond. 

What advice would you offer an aspiring etailer?

Understand your customer, and know who you want to be as a brand.

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