Nori

What Nori does

Nori is a direct-to-consumer clothing and fabric care brand founded in 2019 and incorporated in Delaware, with headquarters in New Canaan, Connecticut. The company designs, manufactures, and sells handheld garment care hardware through its own e-commerce site nori.co, with additional distribution through Target, Amazon, and a wholesale program. Its flagship product, The Nori Press, is a dual-heated plate steam iron weighing under 1.5 pounds that presses both sides of a garment simultaneously and eliminates the need for an ironing board. The product line also includes The Nori Trim wireless fabric shaver, The Nori Hamper with a magnetic odor-blocking lid, and a co-branded Nori x Weezie laundry hamper, supported by accessories and consumables such as the Fabric Facial deionized ironing water and replacement blades.

Nori's business model is primarily hardware sales with modest recurring revenue from consumables and replacement parts. Pricing is anchored on unit purchases ranging from $11.99 for replacement blades to $145 for the hamper, with flagship items typically discounted 20-40% during promotions. The company employs a product-led go-to-market motion that leverages Oprah's Favorite Things recognition, features in Vogue, Town & Country, Travel + Leisure, The Skimm, Apartment Therapy, and Real Simple, plus affiliate partnerships through ShopMy, Amazon, and AWIN. Its customer base consists primarily of individual consumers—fashion-conscious, travel-oriented, and apartment-dwelling buyers seeking compact, ironing-board-free garment care—supplemented by retail and wholesale channel partners.

Nori has raised approximately $6.54 million across two funding events (approximately $4.68 million in September 2023 from twenty-five investors and approximately $1.87 million in July 2025) and operates with a lean team of 1-10 employees. The company holds a filed NORI® trademark and has a patent-pending design for its dual-heated plate technology. Certifications include UL listing for The Nori Press, FCC listing for The Nori Trim, and CCPA-compliant data practices. Brand momentum is evidenced by the company's claim of 300,000+ homes served and 100,000+ happy customers.

Name

Nori

Legal name

Nori Inc.

Website

https://nori.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Nori is a direct-to-consumer clothing care brand that designs and sells handheld steam irons (The Nori Press), fabric shavers (The Nori Trim), and laundry accessories to fashion-conscious consumers seeking compact, travel-friendly garment care alternatives to traditional irons and dry cleaning.

Ownership category

akta.pro rank

Product category

Garment Care Appliances

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH)

Keywords

• Handheld steam irons
• Fabric care products
• Garment care appliances
• Fabric shavers
• Laundry accessories

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Hardware Product Sales: One-time sale of physical products including steam irons, fabric shavers, and laundry organization products sold directly to consumers through e-commerce and retail
2. Consumables and Accessories: Recurring revenue from consumables including Fabric Facial deionized ironing water, replacement blades for the Nori Trim, and accessories like travel cases and sorting tags
3. Wholesale and Retail Distribution: B2B revenue through wholesale partnerships with retailers like Target and other retail partners who purchase products for resale

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Nori manufactures and sells a portfolio of consumer garment care hardware, anchored by The Nori Press (a dual-heated plate handheld steam iron that requires no ironing board) and The Nori Trim (a wireless electric fabric shaver). The company also sells complementary accessories and consumables, including a magnetic collapsible laundry hamper, a vegan leather travel case, deionized ironing water (Fabric Facial), replacement blades, magnetic sorting tags, and bundled configurations, sold primarily direct-to-consumer through its e-commerce site nori.co and through retail/wholesale partners.

Product overview

Nori is a direct-to-consumer clothing care brand selling a portfolio of physical hardware products and accessories for garment care. The core products are The Nori Press (a dual-heated plate handheld steam iron) and The Nori Trim (an electric fabric shaver), which can be purchased individually or as bundles. The product line includes complementary accessories such as a Travel Case, Laundry Hamper, Fabric Facial (ironing water solution), and Replacement Blades. The company targets consumers seeking alternatives to traditional ironing, emphasizing travel-friendliness, compact design, and efficiency. Products are sold exclusively through the Nori.co website and select retail partners including Target.

Differentiator

Problem solved

Functional benefit

Products and services

• The Nori Press A dual-heated plate handheld steam iron weighing under 1.5 lbs that irons and steams the front and back of a garment simultaneously, requires no ironing board, offers six fabric-specific heat settings, supports dual voltage 120/220V-60Hz, and includes a built-in tilt sensor with 10-minute auto shut-off; targeted at individual consumers seeking travel-friendly and space-saving garment care.
• The Nori Trim A wireless rechargeable electric fabric shaver with six precision razor blades and a 2.5-inch shaving area that removes pills, lint, and pulls from clothing and furniture; charges via USB-C and includes a detachable lint collector, targeted at consumers maintaining wardrobes and upholstery.
• The Nori Hamper

Quantifiable outcome

• Cuts ironing time in half through dual-plate technology
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• TargetcoreChannel Partner/ Reseller/ DistributorRetail distribution partnership making Nori products available in Target stores across the United States. Provides mass market retail presence alongside the direct e-commerce channel.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the Nori online store. Handles payment processing, inventory management, and store operations. Customer data shared with Shopify for order fulfillment.
• WeezieminorStrategic or Co-development PartnerCo-branded Nori x Weezie laundry hamper collaboration. Joint product development for elevated home organization products combining both brands' design aesthetics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rowenta: Rowenta is a leading garment-care appliance brand (irons, steamers, garment steamers) owned by SEB Group. It competes directly with Nori in the consumer iron and steamer category with established retail distribution and a deep product catalog.
• Steamfast: Steamfast specializes in handheld garment steamers, travel steamers, and fabric-care appliances and is one of the closest pure-play comparables to Nori's steam iron and steamer category. Sells through Amazon and major US retailers.
• PurSteam: PurSteam is a garment-care brand focused on steamers and irons distributed heavily through Amazon. Targets the same convenience-oriented consumer as Nori and competes on price-performance in the handheld steamer category.
• Tineco: Tineco is a smart home-appliance brand best known for floor care but expanding into garment care. Its premium positioning, DTC-heavy distribution, and engineering-led differentiation make it a direct comparable in form factor and target consumer.

Broad incumbents

• Conair: Conair is a broad personal-care and garment-care appliance incumbent offering garment steamers, irons, fabric shavers, and travel-size garment care products across mass retail. It overlaps with Nori's Press, Trim, and travel-friendly positioning.
• Shark (SharkNinja): SharkNinja is a fast-growing small-appliance incumbent that has aggressively expanded into adjacent categories. Its garment-care and home-care portfolio competes with Nori in mass retail, with vastly greater R&D, marketing, and shelf-share.
• Hamilton Beach: Hamilton Beach is a long-established small-appliance brand with broad retail distribution. Its garment-care line (irons, garment steamers) competes with Nori on price and shelf placement, particularly in mass channels like Target and Walmart.
• Philips (Garment Care): Philips is a global electronics incumbent with a substantial garment-care portfolio (irons, steamers, garment steamers). Competes with Nori on engineering pedigree, global distribution, and premium positioning in the iron and steamer category.

Others

• Joy Mangano (now part of Ingenuity Brands): Joy Mangano built a household-name home-products brand around innovative, problem-solving consumer goods with strong PR-led marketing. While not a garment-care specialist, the brand-building and HSN/DTC playbook mirrors Nori's influencer-and-PR-driven launch strategy.
• Our Place: Our Place is a design-led, DTC-first home/kitchen brand that has successfully expanded from a single hero product into a lifestyle line. While not garment-care, it is a strong comparable for Nori's brand-led extension strategy into adjacent home categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NowWeNori
• Instagraminstagram.com/meetnori

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nori