Nood Trading

What Nood Trading does

Nood Trading is a privately held, New Zealand-based direct-to-consumer furniture and homewares retailer operating under the "nood" and "nood Furniture and Homewares" brands. It serves New Zealand residential homeowners (primary segment) and a secondary Trade Sales segment comprising interior designers, property developers, and hospitality buyers. The company distributes through a Shopify-powered e-commerce platform (nood.co.nz) that ships nationwide and through physical retail showrooms located in Auckland (Sylvia Park), Hamilton, and Queenstown, with Click & Collect bridging the online and in-store channels.

The product portfolio is broad and covers living room, bedroom, dining room, home office, and outdoor furniture (sofas, armchairs, ottomans, coffee and side tables, cabinets and sideboards, storage and shelving, desks, dining tables, chairs, and benches) alongside extensive home décor (wall art, vases, mirrors, lighting, cushions, throws, rugs, and home fragrance), kitchen and dining accessories (glassware, dinnerware, serveware), and gift items. A curated "Elements" sub-brand targets value-tier customers with design-forward replicas and lower-priced pieces (e.g., Replica Noguchi Coffee Table from $799, Whitby Dining Chair from $149). The business operates a continuous product refresh cadence with frequent "New Arrivals," a "Coming Soon" pre-order pipeline, seasonal "Clearance" and "Hot Deals" pricing, and a "nood Rewards" customer loyalty program.

The revenue model is straightforward one-time retail product sales at unit prices spanning roughly NZD $14.50 (cups/saucers) to NZD $9,596 (premium modular sofas), with most furniture items in the $200-$5,000 range and visible sale pricing layered on top of original prices. The company maintains a content-marketing presence via the "nood life" blog, Instagram, Pinterest, and YouTube. Technology is limited to a standard Shopify storefront; there is no proprietary platform, no disclosed AI/ML capabilities, no mobile app, no API surface, and no parent-company, M&A, or funding activity disclosed.

Name

Nood Trading

Legal name

Nood Trading

Website

https://nood.co.nz

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Nood Trading is a privately held New Zealand furniture and homewares retailer, selling design-forward sofas, case goods, decor, and kitchenware to residential homeowners nationwide through its Shopify-powered nood.co.nz storefront and physical showrooms in Auckland, Hamilton, and Queenstown, with a Trade Sales program for designers and hospitality buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Revenue is generated through one-time retail sales of furniture and homewares. Products range from entry-price items ($14.50 for cups) to premium modular sofas ($9,596). The company also offers digital gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Nood Trading operates a multi-channel furniture and homewares retail business in New Zealand, selling sofas, armchairs, ottomans, tables, cabinets, bedroom, dining and outdoor furniture, rugs, kitchen & dining items, and home décor through its Shopify-powered e-commerce site nood.co.nz and physical showrooms in Auckland, Hamilton, and Queenstown. The assortment spans entry-price homewares (from $14.50) to premium modular sofas (up to $9,596), with the Elements Collection providing a curated value-priced sub-brand and a Trade Sales program serving interior designers, property developers, and hospitality buyers.

Product overview

Nood is a New Zealand furniture and homewares retailer operating as an e-commerce platform with physical store locations. The company offers a comprehensive portfolio of living room, bedroom, dining room, and outdoor furniture including sofas, armchairs, ottomans, tables, cabinets, and storage solutions, complemented by extensive home décor categories spanning wall art, cushions, throws, vases, mirrors, lighting, and home fragrance. The product line also includes kitchen and dining accessories, rugs, and gift items. The Elements Collection represents a curated sub-brand of popular value-priced furniture pieces. The company operates on a multi-channel model with both online shopping and physical retail stores across New Zealand, utilizing Shopify as the e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Elements: A collection of popular furniture pieces selected for design-forward style at accessible prices, including sofas, home décor, storage solutions, and accessories.

Products and services

• Sofas and Living Room Seating Living room seating including 2-seat, 3-seat, modular, and sofa bed configurations available in fabric and leather options, sold to New Zealand consumers and trade buyers through e-commerce and physical stores.
• Armchairs and Accent Chairs Occasional and accent chairs ranging from mid-century modern to luxurious styles in leather and fabric finishes, sold to residential and trade customers in New Zealand.
• Coffee and Side Tables Central and side tables for living rooms including round, rectangle, and nested table configurations in various materials and finishes.
• Cabinets, Sideboards and Storage Furniture Storage furniture including sideboards, buffets, media units, console tables, lockers, bookshelves, coat stands, and media shelving units in various sizes and finishes.
• Dining Room Furniture Dining collections including tables, chairs, benches, and bar/counter stools for dining rooms and kitchens.
• Bedroom Furniture Bedroom essentials including bedside tables, nightstands, and multi-purpose lockers.
• Home Décor Decorative accessories including wall art, vases, mirrors, clocks, ornaments, baskets & storage, plants & planters, cushions, throws, lighting, and home fragrance products.
• Kitchen and Dining Accessories Tableware and dining accessories including dinnerware, glassware (tumblers, coupe glasses, champagne glasses, wine glasses), plates, bowls, mugs, and serveware.
• Rugs Floor coverings including sheepskin rugs and round rugs in various sizes and materials.
• Outdoor Furniture Furniture pieces suitable for outdoor living spaces.
• Elements Collection Curated selection of popular furniture pieces and home décor offering design-forward style at value prices, featuring the Irvine locker system, Eames replica seating, Noguchi coffee tables, and Whitby furniture range.
• Digital Gift Cards and Gifts Gift items including games, kids gifts and toys, digital gift cards, and gift wrap options available for purchase.
• nood Rewards Loyalty Program Customer loyalty program offering exclusive deals and rewards for registered members shopping at nood.co.nz and physical stores.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Farmers: NZ department store chain with a meaningful home and furniture offering. Comparable as a multi-channel NZ incumbent competing for the same seasonal furniture and home décor spend.
• IKEA: Global furniture giant with a major Auckland store and NZ e-commerce. Competes for the same household furniture share-of-wallet but at a lower price point and broader scale; sets the competitive ceiling Nood has to differentiate against.
• Harvey Norman: Trans-Tasman big-box retailer with substantial furniture, bedding, and homewares assortment alongside electronics. Overlaps with Nood in NZ for home furniture purchases and competes on omnichannel convenience.
• The Warehouse: NZ mass-market discount department store with a sizable furniture and homewares range. Comparable because it overlaps on the lower end of Nood's assortment (especially against Elements) and competes for the same Kiwi household budget.

Direct peers

• Città: NZ design-led home and furniture brand. Comparable in aesthetic positioning (design-forward, NZ-focused), overlapping customer base, and product mix across furniture and homewares.
• Briscoes: NZ homewares and soft furnishings chain (now part of the same group as Rebel Sport). Closely overlaps with Nood's home décor, kitchen & dining, and gift categories at accessible prices, with NZ-wide store footprint.
• Mocka: NZ-born, online-first flat-pack and assembled furniture and homewares retailer. Closest direct competitor in geography, price tier (mid-market design-led), and target customer (young NZ homeowners/renters), differing mainly by being online-only without Nood's physical showroom footprint.
• Freedom Furniture: Established Australian/NZ furniture chain with multi-channel showrooms and e-commerce. Competes head-to-head with Nood in NZ in the design-forward, accessible-price furniture segment, with a similar in-store + online + delivery model.

Regional players

• Bed Bath N' Table: Australian design-led homewares and tableware chain. Adjacent rather than direct, but comparable on curated design-forward aesthetic, soft furnishings, kitchenware, and gift categories.
• Adairs: Australian specialty home furnishings retailer (Adairs and Focus on Furniture). Comparable assortment and customer demographic but primarily Australian; relevant as a regional peer for assortment and pricing benchmarks.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@noodFurnitureHomewares?si=K5eytaHhPqRzlESu
• Facebookfacebook.com/events/1413135247284670
• Instagraminstagram.com/noodnz/?hl=en
• Pinterestpin.it/4d0Nyk7
• LinkedInlinkedin.com/company/nood-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Nood Trading