Noho Home
Noho Home is a Native Hawaiian women-owned home décor brand designing and manufacturing hospitality-grade textiles and accessories with culturally authentic Hawaiian patterns. It sells direct-to-consumer through a Shopify storefront, a company-owned Ala Moana Center retail store, a Hawaiian Airlines partnership, and a B2B trade services program for hotels and designers.
- Company typePrivate
- Founded2023
- HeadquartersKailua, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Noho Home does
Noho Home is a Native Hawaiian women-owned coastal home décor brand founded in 2019 by designer Jalene Kanani Bell, headquartered in Honolulu, Hawaii, with a microfactory in Waipahu. The company designs, manufactures, and sells hospitality-grade textile products — including comforters, duvet covers, sheet sets, euro shams, area rugs, decorative pillows, shower curtains, table linens, candles, reed diffusers, travel accessories, and gift items — all featuring proprietary patterns created by Jalene Kanani and rooted in Hawaiian cultural storytelling (Kū and Hina energies, moʻolelo such as Maui snaring the sun). Materials include 100% cotton, polyester with DuPont Teflon stain-release finishes, 100% soy wax, and biodegradable/compostable cleaning cloths.
The company operates a direct-to-consumer omnichannel model: a Shopify e-commerce storefront (nohohomehawaii.com) serving global customers, a company-owned retail store at Ala Moana Center in Honolulu with a second location opening March 2026, a B2B trade services program for interior designers and hospitality clients, and a branded partnership with Hawaiian Airlines distributing the Leihōkū Collection through the Pau Hana Cart and as in-flight amenities. Pricing spans from roughly $12 for entry accessories up to $1,099 for premium area rugs, with free U.S./Hawaiʻi shipping over $125 and ShopPay installment options.
Noho Home builds brand equity through collaborations with culturally significant Hawaiian institutions — Bishop Museum (Pūpū Collection, 100% of profits to research), Iolani Palace, HomeAid (Kauhale Collection), Zippy's, Melveen Leed, Mission House, and Wailani Originals — and has earned recognition in House Beautiful, HGTV's Renovation Aloha, Homes & Gardens, Home Business Magazine, and the 2024 HD EXPO Award. The company is privately held, employs 1-10 people, and reports no external equity funding beyond an early Mana Up accelerator relationship.
Noho Home firmographics
Firmographics- Name
- Noho Home
- Legal name
- NOHO HOME
- Website
- https://nohohomehawaii.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Noho Home is a Native Hawaiian women-owned home décor brand designing and manufacturing hospitality-grade textiles and accessories with culturally authentic Hawaiian patterns. It sells direct-to-consumer through a Shopify storefront, a company-owned Ala Moana Center retail store, a Hawaiian Airlines partnership, and a B2B trade services program for hotels and designers.
- Ownership category
- akta.pro rank
Noho Home industry classification
Industry- Product category
- Home Textiles and Decor
- NAICS
- Home Furnishings Retailers (44912), All Other Home Furnishings Retailers (449129)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Carpets & Rugs (2273)
- akta.pro primary industry
- Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)
- akta.pro secondary industries
- Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)
Keywords
Where Noho Home is headquartered
LocationHeadquarters
- HQ city
- Kailua
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Noho Home business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: The company operates its own Shopify-powered e-commerce storefront selling directly to consumers. Products include bedding, table linens, décor, gifts, and travel accessories with prices ranging from $12 to over $1,000.
- Physical Retail Sales: Company-owned retail stores at Ala Moana Center, Honolulu. Brick-and-mortar is described as a significant and growing sales channel. New store opening at Ala Moana Center in March 2026.
- B2B/Hospitality Trade Sales: Trade services for interior designers, hospitality businesses, and commercial clients. Products meet commercial/hospitality-grade standards for hotels and trade spaces.
- Airline Partnership Products: Products sold through Hawaiian Airlines Pau Hana Cart and as in-flight amenities, including travel blankets, chopsticks, and reusable cloths as part of the Leihōkū collaboration.
- Gift Cards: Digital gift cards available for purchase on the e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level home décor accessories |
| Unit Pricing | Pay-as-you-go | Mid-range table linens and textiles |
| Unit Pricing | Pay-as-you-go | Premium area rugs |
| Subscription | Pay-as-you-go | Gift cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Noho Home product offering
Product offeringCore offering
Noho Home designs, manufactures, and sells hospitality-grade coastal home decor products featuring authentic Hawaiian cultural patterns. The product portfolio spans bedding, table linens, shower curtains, area rugs, decorative pillows, candles, reed diffusers, travel accessories, and gift items, all produced in proprietary collections created by founder Jalene Kanani. Products are sold via the company's own Shopify e-commerce storefront, a retail store at Ala Moana Center in Honolulu, the Hawaiian Airlines Pau Hana Cart, and a dedicated B2B trade services program.
Product overview
Noho Home is a Native Hawaiian women-owned coastal home décor brand creating hospitality-grade products rooted in authentic Hawaiian cultural patterns and traditions. The product portfolio centers on bedding (comforters, duvet covers, euro shams, sheet sets), living room décor (decorative pillows, area rugs, throw blankets, drapery), bathroom décor (shower curtains, hand soaps, beach towels, cleaning cloths), dining room décor (napkins, placemats, table runners, tablecloths, tea towels, wood chopsticks), and gifts (soy candles, reed diffusers, room sprays, luggage tags, travel blankets, wrapping paper). All patterns are designed by founder Jalene Kanani, a native Hawaiian with 15+ years in textile design, informed by Kū and Hina (masculine and feminine Hawaiian energies). Products are sold through the company's Shopify e-commerce platform and retail stores including Ala Moana Center location. The brand collaborates with Bishop Museum, Hawaiian Airlines, Iolani Palace, HomeAid, and others on special collections.
Differentiator
Problem solved
Functional benefit
Products and services
- Coastal Comforters Hospitality-grade comforters featuring authentic Hawaiian prints designed by native Hawaiian designer Jalene Kanani, available in multiple collections including ʻOpihi, Maluhia, Lo'i Kalo, Kilo Hōkū, Hōʻolu Hiamoe, Hālāwai, and Lele.
- Coastal Duvet Covers Decorative duvet covers with Hawaiian-inspired patterns including ʻOpihi, Maluhia, Hōʻolu Hiamoe, Hālāwai, Lo'i Kalo, and Lele designs, part of the bedding collection.
- Coastal Sheet Sets Luxury sheet sets including Pili, Kua, ʻUpena Huli, and Batik designs, crafted for hospitality-grade quality and comfort.
- Euro Sham Sets Euro sham pillowcase sets (2 pillowcases) featuring Hawaiian prints, available across multiple collections including Kōʻele, Maluhia, ʻOpihi, Pukana Lā, Lau Kalo, Hōʻolu Hiamoe, and Kilo Hōkū.
- Coastal Décor Pillows Hawaiian print decorative pillows including square pillowcases and lumbar pillowcases, with designs such as Moena Nui, Batik Lumbar, Nahenahe, Kaha, Niho Kila, Loulu, Kapua Kai, Niho Medallion, Kāpili, and Maui Strong.
- Coastal Area Rugs Hawaiian-themed area rugs available in multiple designs including Kapa Lauaʻe, Kilo Hōkū, Pali, and Palapalai, in sizes ranging from 5ft x 8ft to 9ft x 12ft, priced $699–$1,099.
- Coastal Shower Curtains Coastal-inspired shower curtains featuring Hawaiian prints including ʻOpihi, Loʻi, Maluhia, Kāpua Kai, Pili, Kilo Hōkū, Kanu, and Peʻa designs.
- Coastal Hand Soaps Scented hand soaps in Hawaiian floral fragrances including Pīkake, Puakenikeni, and Gardenia, priced from $12.
- Microfiber Beach Towels Quick-drying microfiber beach towels featuring Hawaiian prints including Ahi, Loulu, and Kilo Hōkū designs.
- Reusable Cleaning Cloths 100% biodegradable and compostable reusable cleaning cloths, available in sets of three with Hawaiian prints such as Leihōkū and Niho Medallion; can absorb up to 15x their weight in liquid and are machine washable and dishwasher safe.
- Coastal Art Prints Fabric-mounted art prints featuring Hawaiian designs like Kilo Hōkū and Lele, mounted on mat board for durability, priced from $35.
- Coastal Cocktail Napkins Cocktail napkins made from 100% heavy polyester luster fabric with stain and soil-release finish, sold in sets of 4 napkins at 6" x 6", priced at $19.95.
- Coastal Dinner Napkins Hospitality-grade dinner napkins featuring Hawaiian prints, 19" x 19", made from 100% heavy polyester with DuPont Teflon finish for stain and soil release, priced $49.95–$59.95.
- Coastal Dining Placemats Dining placemats in designs including Loulu, Premium Kāholo, Lele, ʻĀhinahina, Premium Moena, Premium Moena Nui, and Kui Gold, priced $49.95–$59.95.
- Coastal Table Runners Table runners in various sizes and designs including Loulu, Premium Niho Medallion, Maui Strong, Premium Hānai, Premium Kāholo, Premium Moena, Premium Moena Nui, and Kauhale collections, priced $59.95–$79.95.
- Coastal Tea Towels 100% cotton tea towels featuring Hawaiian prints with cultural meanings, sold in sets of two including Hānai, Pīkake, Kapua Kai, Niho Medallion, Limu, Kanu, Kilo Hōkū, and Lele designs, priced at $29.95.
- Wood Chopsticks Reusable sandalwood chopsticks with Hawaiian patterns imprinted, sold in sets of 5 in ʻAkahi and Limu Navy designs, priced at $20.
- Hawaiian Soy Candles 100% soy wax candles in Hawaiian floral scents including Pīkake, Puakenikeni, and Gardenia; full-size candles offer 36–40 hours of burn time, priced from $30.
- Hawaiian Luggage Tags Hawaiian print luggage tags and passport holders made from cruelty-free vegan leather, available in designs such as Lele and as Passport & Luggage Tag Sets, priced at $15.
- Lele Travel Blanket Travel blanket featuring the Lele Hawaiian print, 48" x 60", made of 100% polyester with a wristlet for portability; produced as part of the Hawaiian Airlines collaboration, priced at $30.
- Reed Diffusers Hawaiian floral scented reed diffusers with included diffuser and eight sticks, available in Puakenikeni, Pīkake, and Gardenia scents, priced at $34.95.
- Hawaiian Room Sprays Floral room sprays in Hawaiian scents, sold as a set of 3 bottles.
- Hawaiian Wrapping Paper Reversible double-sided Hawaiian wrapping paper sheets in a pack of 3 sheets with 5 hanging gift tags; made from 100% recyclable and compostable materials.
- Digital Gift Cards Digital gift cards available for purchase on the e-commerce platform in variable amounts for use across the Noho Home product range.
- Holiday Shop Collection Seasonal holiday-themed products including the Loulu Holiday Stocking, Palaka Kalikimaka Kalo Nui Tree Skirt, and holiday dining items.
- Trade Services Program Dedicated B2B trade services program for interior designers, hospitality businesses, and commercial clients seeking hospitality-grade Noho Home products for hotels, resorts, restaurants, and trade spaces.
Quantifiable outcome
- 100% of profits from Bishop Museum collaboration donated to scientific research and education
Companies that use Noho Home
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Noho Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Noho Home partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Hawaiian AirlinescoreHawaiian Airlines first-ever home and travel retail collaboration creating the Leihōkū collection. The exclusive line includes travel blankets, chopsticks, reusable cleaning cloths, and fashion wraps. Products are sold through Hawaiian Airlines Pau Hana Cart and used as in-flight amenities. The collection is inspired by the Hawaiian concept of kilo (starwatching) and the narrative of travel.
- Bishop MuseumcoreCollaboration with Bishop Museum's Malacology Department creating the Pūpū Collection featuring three pieces highlighting the endangered Hawaiian snail ecosystem. 100% of profits are donated to the Bishop Museum to fund scientific research and education efforts. Includes Pūpū Kani Oe and Pūpū Kuahiwi prints inspired by Carelia turricula and Laminella spp. snail species.
- Iolani PalacecoreCollaboration with Iolani Palace creating heritage-inspired home décor products celebrating Hawaiian royal history.
- HomeAidcorePart of the Legacy of Aloha series, the Kauhale collaboration with HomeAid aligns design with community impact. Rooted in values of kalo, hānai, and kauhale, the collection reflects nourishment, connection, and collective care. Inspired by traditional Ōhe kāpala motifs representing shelter, belonging, and resilience.
- Zippy'sminorCollaboration creating Zippy's-themed home décor collection featuring the restaurant chain's branding on home textile products.
- LWS BoutiqueminorCollaboration with LWS Boutique creating exclusive home décor products.
- Melveen LeedminorCollaboration with Melveen Leed creating The Legacy of Aloha collection celebrating Hawaiian culture and heritage.
- Mission HouseminorCollaboration with Mission House creating heritage-themed home décor products.
- Wailani OriginalsminorCollaboration with Wailani Originals creating exclusive Hawaiian-inspired home décor products.
- Hyatt RegencyminorReferenced in Kauwela Collection as one of the hospitality collaborations that inspired the collection celebrating summer in Hawai'i.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Noho Home competitors and assessment
Company assessmentDirect peers
- Serena & Lily: Coastal-inspired home décor and furnishings brand offering bedding, table linens, rugs, pillows, and accessories at premium price points. Closely comparable to Noho Home's product mix, DTC-plus-showroom retail model, and lifestyle/aesthetic positioning.
- Tommy Bahama: Lifestyle brand rooted in Hawaiian/island heritage with a home goods division spanning bedding, throws, and decorative accessories. Comparable to Noho Home's cultural Hawaiian identity, premium price points, and omnichannel distribution through retail stores and DTC.
- Barefoot Dreams: Coastal/cozy home textiles brand known for throws, blankets, and loungewear sold DTC and through premium retailers. Comparable to Noho Home in textile-focused product portfolio, premium pricing, and giftable home lifestyle positioning.
- Pine Cone Hill: Coastal-inspired bedding and home textiles brand offering comforters, duvets, sheets, pillows, and throws with signature prints. Directly comparable to Noho Home's bedding-first product portfolio, print-driven design strategy, and DTC retail model.
- Frette: Luxury Italian linen manufacturer serving both residential customers and the world's leading hotels and resorts. Directly comparable to Noho Home's hospitality-grade product positioning, table-linen/bedding focus, and trade/B2B sales channel alongside DTC.
- Matouk: Luxury American linen maker of bedding, table linens, and bath textiles sold DTC, through specialty stores, and to hotels/resorts. Comparable to Noho Home's hospitality-grade textile quality, premium pricing, and dual residential/trade go-to-market approach.
Broad incumbents
- Pendleton Woolen Mills: Heritage textile brand with a significant home division including blankets, throws, and bedding sold across department stores, specialty retail, and DTC. Comparable to Noho Home in textile-craft heritage, blanket/throw category leadership, and wholesale-plus-DTC distribution.
- Anthropologie Home: Large lifestyle retailer with a curated home décor assortment spanning bedding, rugs, table linens, pillows, candles, and gifts. Comparable to Noho Home's broad category mix, bohemian/coastal aesthetic, and multi-channel retail presence, though at vastly larger scale.
Emerging players
- Hill House Home: DTC lifestyle brand that expanded from apparel into bedding, throws, and home textiles with signature prints and preppy/coastal aesthetic. Comparable to Noho Home as a digitally native, print-led home brand building out physical retail.
- Society of Wanderers: Australian coastal-inspired home textiles brand offering printed bedding, cushions, throws, and table linens through DTC and select stockists. Comparable to Noho Home in small-team, print-driven, premium coastal textile positioning, though operating regionally rather than globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Noho Home social profiles
Digital presenceNoho Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noho Home leadership team
Management profileNumber of profiles
Profiles1 record
Noho Home funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noho Home 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 Noho Home
What does Noho Home do?
Noho Home designs, manufactures, and sells hospitality-grade coastal home decor products featuring authentic Hawaiian cultural patterns. The product portfolio spans bedding, table linens, shower curtains, area rugs, decorative pillows, candles, reed diffusers, travel accessories, and gift items, all produced in proprietary collections created by founder Jalene Kanani. Products are sold via the company's own Shopify e-commerce storefront, a retail store at Ala Moana Center in Honolulu, the Hawaiian Airlines Pau Hana Cart, and a dedicated B2B trade services program.
Is Noho Home a public or private company?
Noho Home is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Noho Home founded?
Noho Home was founded in 2023. It employs 1 to 10 people.
Where is Noho Home based?
Noho Home is headquartered in Kailua, United States, in the North America region.
How does Noho Home make money?
Five revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are physical Retail Sales, B2B/Hospitality Trade Sales, airline Partnership Products and gift Cards.
Who are Noho Home's main competitors?
Direct peers on record are Serena & Lily, Tommy Bahama, Barefoot Dreams, Pine Cone Hill, Frette and Matouk. Broad incumbents are Pendleton Woolen Mills and Anthropologie Home. Emerging players are Hill House Home and Society of Wanderers.
Does Noho Home have an API?
No public API is recorded for Noho Home.
What industry is Noho Home in?
Noho Home's product category is Home Textiles and Decor. Its primary akta.pro industry code is CRAIALAG, Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers), with a secondary code of CRAIACAC, Candles, Home Fragrance & Diffusers Retail. Its NAICS code is 44912 and its SIC code is 5700.