Noho Home

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.

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

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

• Home decor products
• Hospitality textiles
• Hawaiian cultural design
• Bedding collections
• Table linens

Headquarters

HQ city

Kailua

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Gift Cards: Digital gift cards available for purchase on the e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Hawaiian AirlinescoreStrategic or Co-development PartnerHawaiian 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 MuseumcoreStrategic or Co-development PartnerCollaboration 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 PalacecoreStrategic or Co-development PartnerCollaboration with Iolani Palace creating heritage-inspired home décor products celebrating Hawaiian royal history.
• HomeAidcoreStrategic or Co-development PartnerPart 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'sminorStrategic or Co-development PartnerCollaboration creating Zippy's-themed home décor collection featuring the restaurant chain's branding on home textile products.
• LWS BoutiqueminorStrategic or Co-development PartnerCollaboration with LWS Boutique creating exclusive home décor products.
• Melveen LeedminorStrategic or Co-development PartnerCollaboration with Melveen Leed creating The Legacy of Aloha collection celebrating Hawaiian culture and heritage.
• Mission HouseminorStrategic or Co-development PartnerCollaboration with Mission House creating heritage-themed home décor products.
• Wailani OriginalsminorStrategic or Co-development PartnerCollaboration with Wailani Originals creating exclusive Hawaiian-inspired home décor products.
• Hyatt RegencyminorStrategic or Co-development PartnerReferenced 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

Direct 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

• Xtwitter.com/nohohome
• YouTubeyoutube.com/@NOHOHOMEHAWAII
• Facebookfacebook.com/nohohome
• LinkedInlinkedin.com/company/nohohome
• Instagraminstagram.com/nohohome
• Pinterestpinterest.com/nohohome
• TikToktiktok.com/@nohohome

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Noho Home