Domicil Sleep, the sleep and wellness brand owned by HTL International, plans to open about 50 experience stores across India over the next three years, according to Franchise India (15 October 2026). The brand currently trades from experience stores in Bengaluru and Chennai, and is targeting the major metros and Tier-I cities next.
The rollout will be mainly franchise-led, supported by company-owned and company-operated stores. The article does not disclose an investment figure per store. Stores display mattresses alongside upholstered beds, ergonomic pillows, bedroom recliners and lounge furniture in a full bedroom setting, which positions the format as an experience store rather than a conventional furniture showroom.
The article puts India’s mattress market at roughly US$3 billion, growing 8 to 9 percent a year over the next three to five years, with the premium and sleep-solutions segment at about 20 percent of the total. Domicil argues that organised retail between mass-market and luxury is limited. These are the brand’s own market estimates as reported by Franchise India. The company also reports a rise in enquiries about its mattress technologies and in referral-led customers.
“approaching sleep as a complete solution rather than as a single-product purchase”
That is how Manoj Nair, Country Head for India, Middle East and Africa at HTL Group, described the brand’s approach.
Domicil joins a growing list of India-focused franchise rollouts covered recently, including mr. blue’s 12 new laundry and dry-cleaning stores and Thomas Cook India’s Tier II and Tier III franchise expansion. Hospitality brands are scaling through the same channels, as in Ramada Encore by Wyndham passing 1,000 operational keys in India.
This is an analytical reading, not reported fact. A franchise-led plan that reaches Tier-I cities only after two company-run proof points suggests the brand wants format control before it hands stores to partners. For investors tracking lifestyle retail in Asia Pacific and MENA, the open items are the franchise terms, the store economics and the partner profile, none of which the brand has published. Anyone assessing a similar cross-border retail concept can start with the due diligence framework for Asia Pacific and MENA master franchise partners.
Source: Franchise India — Domicil Sleep targets 50 stores in India over the next three years
