Nori
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.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Nori firmographics
Firmographics- 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
Nori industry classification
Industry- 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
Where Nori is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nori business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- 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
- 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
- Wholesale and Retail Distribution: B2B revenue through wholesale partnerships with retailers like Target and other retail partners who purchase products for resale
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Nori Press - Flagship steam iron with dual heated plates |
| Unit Pricing | Pay-as-you-go | The Nori Trim - High performance fabric shaver |
| Unit Pricing | Pay-as-you-go | The Nori Bundle - Press and Trim combination |
| Unit Pricing | Pay-as-you-go | The Nori Hamper - Laundry organization product |
| Unit Pricing | Pay-as-you-go | Buy One, Gift One Bundle - Two Nori Press irons |
| Unit Pricing | Pay-as-you-go | Ironing Essentials - Press with Travel Case and Fabric Facial |
| Unit Pricing | Pay-as-you-go | Travel Case - Vegan leather carrying case for Nori Press |
| Unit Pricing | Pay-as-you-go | Fabric Facial - Deionized ironing water and wrinkle-release spray |
| Unit Pricing | Pay-as-you-go | Replacement Blades - Two replacement blade sets for Nori Trim |
| Unit Pricing | Pay-as-you-go | Magnetic Sorting Tags - Hamper accessory set |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Nori product offering
Product offeringCore 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
Companies that use Nori
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Nori technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Nori partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- TargetcoreRetail distribution partnership making Nori products available in Target stores across the United States. Provides mass market retail presence alongside the direct e-commerce channel.
- ShopifycoreE-commerce platform provider powering the Nori online store. Handles payment processing, inventory management, and store operations. Customer data shared with Shopify for order fulfillment.
- WeezieminorCo-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
Nori competitors and assessment
Company assessmentDirect 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
Nori social profiles
Digital presenceNori compliance and trust
Trust signalCompliance4 records
Nori financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nori leadership team
Management profileNumber of profiles
Profiles3 records
Nori funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nori M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nori
What does Nori do?
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.
Is Nori a public or private company?
Nori is a private company. It is classified as venture growth investor backed and is currently operating.
When was Nori founded?
Nori was founded in 2019. It employs 1 to 10 people.
Where is Nori based?
Nori is headquartered in New York, United States, in the North America region.
How does Nori make money?
Three revenue lines are on record. Hardware Product Sales are the primary driver. The others are consumables and Accessories and wholesale and Retail Distribution.
Who are Nori's main competitors?
Direct peers on record are Rowenta, Steamfast, PurSteam and Tineco. Broad incumbents are Conair, Shark (SharkNinja), Hamilton Beach and Philips (Garment Care). Others are Joy Mangano (now part of Ingenuity Brands) and Our Place.
Does Nori have an API?
No public API is recorded for Nori.
What industry is Nori in?
Nori's product category is Garment Care Appliances. Its primary akta.pro industry code is CRACADAH, Garment Care Appliances Retail (Irons, Steamers, Sewing Machines). Its NAICS code is 31599 and its SIC code is 5130.