Associate General Manager - New Store Openings

Associate General Manager New Store Openings (NSO)

Location: Pan-India

Reporting To: Senior General Manager Design / Chief Design Officer (CDO)

About HomeLane

HomeLane is Indias leading tech-enabled, end-to-end home interiors brand. We combine design, technology, and operational excellence to deliver high-quality, on-time, personalized home interiors. Weve delivered over 55,000 homes across 40+ cities, and now operate two powerful brands: HomeLane & DesignCafe with 90+ studios, and a growing network of experience centers and design hubs.

We are backed by investors such as peak xv, Accel, Westbridge, Fireside, 360 ONE, Evolvence, Pidilite, and MS Dhoni.

As we continue to expand across markets and studio formats, we are strengthening our delivery leadership to ensure every customer journey from installation to handover is seamless, reliable, and built on strong operational foundations.

Role Overview

The AGM New Store Openings (NSO) is a senior design execution leader responsible for building and scaling the design readiness engine for HomeLanes expansion journey.

This role bridges strategy and execution translating design vision into repeatable playbooks, SOPs, and systems that enable faster store ramp-ups, stronger conversions, and consistent customer experience across new markets.

You will work at the intersection of Design, Engineering, Category, Tech, and Operations to ensure every new store launches with clarity, capability, and operational discipline.

What You Will Own

Design Readiness & Execution Excellence

Drive end-to-end design readiness for all new store openings.

Ensure launch-ready catalogues, playbooks, and standardized SOPs.

Lead Catalogue 2.0 execution and adoption across new stores.

Establish strong Design Quality Control (DQC) frameworks.

Systems & Scalability

Partner with Design Engineering to embed feasibility rules and configuration logic.

Ensure adherence to Spacecraft Pro and system-driven design practices.

Standardize the customer journey Discovery Design Sign-off.

Performance & Business Impact

Reduce design cycle time, revisions, and feasibility errors during early store ramp-up.

Enable designers in new stores with the right tools, mindset, and behaviors from Day 1.

Drive conversion and revenue acceleration in newly launched locations.

Business Impact & Accountability

Conversion uplift in new stores.

Faster revenue ramp-up post launch.

Design cycle time reduction.

Zero-feasibility error environment.

Budget discipline and scalable unit economics.

Operational excellence in expansion programs.

Key Success Metrics

Design Quality Score New Stores

Design cycle time (Design Sign-off)

Catalogue & SCPro adoption

% Zero-feasibility errors

Conversion uplift in first 36 months

Designer capability maturity at Day 90

Who You Are

1012 years of design leadership experience across interiors, modular,

retail, or systems-led environments.

Proven experience launching and stabilizing multiple stores at scale.

Experience managing multi-city teams of 1520 designers.

Exposure to large retail networks (50+ store environments preferred).

Strong systems thinker with a hands-on execution mindset.

Comfortable leading cross-functional initiatives across Engineering,

Category, Tech, Ops, and Delivery.

Executive presence with strong clarity in decision-making and

stakeholder alignment.

Why Join HomeLane

Build and shape the design operating model for one of Indias fastest-scaling interiors

brands.

Work at the intersection of design, technology, and retail expansion.

Influence how new markets experience HomeLane from Day 1.