Hawkins

Hawkins New York is a Los Angeles-based direct-to-consumer e-commerce brand selling curated, design-forward home décor, bedding, bath, dining, and kitchen products to consumers, interior designers, and gift buyers through its Shopify storefront and trade program.

Company typePrivate
Founded2013
HeadquartersLos Angeles, United States
Headcount1–10
GTM typeB2C
OfferingHardware or Manufacturing

What Hawkins does

Hawkins New York is a 12-year-old, privately held direct-to-consumer home décor and bedding brand headquartered in Los Angeles and operating through hawkinsnewyork.com. The company sells a curated assortment of more than 1,800 SKUs spanning bedding (sheets, duvets, pillows, blankets), bath, dining, kitchen, lighting, textiles, and decorative accessories, with most items priced between $20 and $150. Its core commercial engine is a Shopify-based e-commerce storefront, supplemented by a wholesale program for approved retailers and a dedicated trade program for interior designers purchasing at negotiated rates. The company also offers digital gift cards in denominations from $75 to $1,000 and provides free ground shipping on orders over $199.

The brand's positioning is built on curated editorial taste rather than proprietary manufacturing or technology. Hawkins New York sources from a global network of artisan vendors and skilled makers across categories such as linen, ceramics, glassware, and home accessories, and organizes the catalog into themed sub-brand collections including The Essential Shop, The HNY Edit, Pattern Play, and Outdoor Entertaining Essentials. The technology stack is conventional for a small DTC retailer: Shopify as the commerce platform, Rebuy for personalized product recommendations, and a wishlist app for save-for-later functionality. No mobile app, public API, or proprietary technology platform is disclosed.

The go-to-market is product-led and content-driven, using the HNY Journal editorial blog and active Instagram, Pinterest, and Facebook presences to drive organic discovery and brand authority. Customer acquisition is split across three segments: home décor enthusiasts, interior designers and trade professionals, and gift buyers, with a 10% off newsletter incentive used to convert first-time visitors. The company states it is actively operating and has no disclosed parent company, no funding rounds, and no executive team information in the source data.

Hawkins firmographics

Firmographics

Name: Hawkins
Legal name: Hawkins New York
Website: https://hawkinsnewyork.com
Company type: Private
Founded year: 2013
Operating status: Operating
Headcount range: 1–10 employees
Short description: Hawkins New York is a Los Angeles-based direct-to-consumer e-commerce brand selling curated, design-forward home décor, bedding, bath, dining, and kitchen products to consumers, interior designers, and gift buyers through its Shopify storefront and trade program.
Ownership category
akta.pro rank

Where Hawkins is headquartered

Location

Headquarters

HQ city: Los Angeles
HQ country: United States
HQ region: North America

Markets served

Hawkins 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

Revenue model

Product Sales: Direct product sales through the company's e-commerce website, offering home décor, bedding, kitchenware, bath products, dining essentials, and decorative accessories across multiple price points.
Gift Cards: Digital gift cards sold in denominations ranging from $75 to $1,000, delivered via email with instructions for redemption at checkout.
Wholesale & Trade: B2B wholesale program and trade program for interior designers and trade professionals, allowing bulk purchasing at negotiated rates.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Consumer e-commerce products
Unit Pricing	Pay-as-you-go	Gift cards

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Hawkins product offering

Product offering

Core offering

Hawkins New York is a direct-to-consumer e-commerce brand that curates and sells modern home decor, luxury bedding, bath linens, kitchenware, and dining essentials across approximately 1,800+ SKUs. The company offers named curated collections (The Essential Shop, The HNY Edit, Pattern Play, Outdoor Entertaining Essentials, New Arrivals) plus product categories such as bed sheets and duvet covers, supported by a wholesale and trade program for interior designers.

Product overview

Hawkins New York is an e-commerce home decor and luxury bedding retailer offering a unified portfolio of curated product collections. The core offerings span bedding (sheets, duvets, pillows, blankets), bath (towels, mats, accessories), dining (dinnerware, glassware, flatware, linens), kitchen (cookware, tools, organization), and home decor (lighting, textiles, outdoor). Key branded collections include The Essential Shop (elevated everyday basics), The HNY Edit (bestseller curation), and Pattern Play (patterned textiles). Products are sold primarily through their Shopify-based e-commerce platform with free ground shipping on orders over $199.

Differentiator

Problem solved

Functional benefit

Products and services

The Essential Shop

Companies that use Hawkins

Customer profile

Segments3 records

Ideal customer profiles3 records

Hawkins technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration1 record

Hawkins partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Various Artisan VendorscoreOthersHawkins New York works with multiple artisan vendors and makers worldwide to source their curated product collections. These include international suppliers of linen, ceramics, glassware, and home accessories. The company explicitly states they 'work with skilled artisans and trusted makers around the world' and maintains a vendor transparency program.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Hawkins competitors and assessment

Company assessment

Direct peers

Food52: Direct peer — DTC home and kitchen retailer with a curated, design-forward assortment spanning dinnerware, cookware, linens, and storage; overlaps directly with Hawkins' dining and kitchen categories and target consumer.
The Citizenry: Direct peer — modern home brand built around globally sourced artisan-made goods across bedding, decor, and dining; closely mirrors Hawkins' artisan-provenance positioning and DTC-plus-trade GTM model.
Schoolhouse: Direct peer — DTC modern home essentials brand with curated lighting, furniture, bedding, and decor; similar mid-century/cohesive-aesthetic positioning and target customer (design-savvy homeowners).

Emerging players

Jenni Kayne: Emerging player — California-based DTC lifestyle brand with an expanding home line (textiles, ceramics, decor) sharing Hawkins' design-forward, neutral-palette aesthetic; growing overlap in target customer and categories.
Goop Home: Emerging player — lifestyle-brand home extension offering elevated bedding, bath, kitchen, and decor with a similar curated, design-led positioning; partial overlap on assortment and aspirational consumer.

Broad incumbents

ABC Carpet & Home: Broad incumbent — premium home retailer with artisan-sourced rugs, bedding, lighting, and decor; overlaps Hawkins' artisan-provenance positioning at higher price points and serves the design-trade customer segment.
Anthropologie Home: Broad incumbent — URBN-owned bohemian/eclectic home line spanning bedding, bath, dining, kitchen, and decor; targets the same design-oriented female customer and competes for share in the curated home category.
CB2: Broad incumbent — Crate & Barrel's modern, design-forward home brand with overlapping categories (dinnerware, lighting, rugs, decor, bedding) and similar aesthetic cues; competes for Hawkins' core consumer with significantly broader assortment.
West Elm: Broad incumbent — Williams-Sonoma-owned modern home retailer with a far larger assortment across bedding, dining, decor, lighting, rugs, and outdoor; competing for the same design-conscious customer with greater scale and physical retail.
Crate & Barrel: Broad incumbent — long-established multi-category home retailer across dining, kitchen, bedding, and decor with significant national footprint and trade program; competes broadly with Hawkins on curated mid-to-premium home goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Hawkins financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Hawkins leadership team

Management profile

Number of profiles

Hawkins funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Hawkins M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Hawkins

What does Hawkins do?

Is Hawkins a public or private company?

Hawkins is a private company. It is classified as unknown and is currently operating.

When was Hawkins founded?

Hawkins was founded in 2013. It employs 1 to 10 people.

Where is Hawkins based?

Hawkins is headquartered in Los Angeles, United States, in the North America region.

How does Hawkins make money?

Three revenue lines are on record. Product Sales are the primary driver. The others are gift Cards and wholesale & Trade.

Who are Hawkins's main competitors?

Direct peers on record are Food52, The Citizenry and Schoolhouse. Emerging players are Jenni Kayne and Goop Home. Broad incumbents are ABC Carpet & Home, Anthropologie Home, CB2, West Elm and Crate & Barrel.

Does Hawkins have an API?

No public API is recorded for Hawkins.