BedBathMore has acqui-hired Crude Area amidst its other strategic acquisitions to further its offerings in the Home Decor and Lifestyle space. Crude Area, which has been incubated by Sidharth Rao,Founder of Webchutney and has also raised money from angel investors including Sachin Bhatia, co-founder Make My Trip and CEO, TrulyMady, is an art-based startup focused on the discovery of graphic art created by Indian and International artists.
This move comes as a part of a BedBathMore’s larger strategy of offering their consumers a unique model of designing their homes.
With this move BedBathMore.com will expand its private label offerings and strengthen its focus on content, community and e-commerce. Currently BedBathMore.com owns several private labels in the linen, furniture and other categories. Post this acquisition Crude Area will become an independent white label on the portal, thus offering a wider range of products to its consumers.