House of Isabella

What House of Isabella does

House of Isabella is an Australian online luxury homewares retailer, founded in 2010 by husband-and-wife duo Richard and Stephanie, that curates and resells a multi-brand catalog of premium furniture, lighting, mirrors, rugs, accessories, bedding, and outdoor products through a direct-to-consumer e-commerce storefront at houseofisabella.com.au. The company carries 20+ premium homeware brands — including Calibre Furniture, Florabelle, Cafe Lighting & Living, Artiss, Emac & Lawton, Zaffero, MRD Home, Ted Baker, Marimekko, Morris & Co, Wedgwood, Florence Broadhurst, Harlequin, Sanderson, Orla Kiely, Scion, and Brink & Campman — and organizes its assortment both by category and by 11+ curated design styles (Art Deco, Coastal, Hamptons, Japandi, Mid Century, Scandinavian, etc.). Australian operations are conducted through Midas Island Group Pty Ltd under a dual-headquarters structure with a linked UK entity (houseofisabella.co.uk). The company maintains a Trade Application program for interior designers and decorators alongside consumer D2C, supported by Australia-wide shipping, 24/7 customer service, and a physical distribution/collection network.

The underlying technology is a Shopify-based e-commerce platform with integrated inventory management, nationwide shipping logistics, and a customer review system; the company operates no proprietary mobile app and exposes no public API or SDK. Marketing is conducted through owned channels — Instagram (@houseofisabellaaus), email newsletter, a blog/design content library, and rotating website hero banners — with no disclosed reliance on paid marketplaces. The business model is a one-time-transaction D2C retailer with unit pricing spanning approximately $19 AUD (light bulbs and accessories) to $4,000+ AUD (premium statement furniture), supplemented by regular 10–60% promotional discounts, an outlet clearance section, gift vouchers, and a Price Match Promise policy.

Ownership is fully private and founder/family-controlled, with no external funding rounds, no private-equity involvement, and no disclosed subsidiaries, acquisitions, or restructuring events. The company is actively operating as an online retailer; the company has received media coverage in The Guardian, The Times, Country Life, and Daily Mail.

Name

House of Isabella

Legal name

Midas Island Group Pty Ltd

Website

https://houseofisabella.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Short description

House of Isabella is an Australian online luxury homewares retailer curating premium furniture, lighting, mirrors, rugs, and décor from 20+ global brands for affluent homeowners and interior designers via direct-to-consumer e-commerce with Australia-wide shipping.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industries

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI), Off-Price Kitchenware, Tabletop & Housewares Retail (CRAEACAD)

Keywords

• Luxury homewares retail
• Furniture e-commerce
• Home decor online
• Lighting fixtures retail
• Interior design products

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Sales - Consumer Direct: Direct-to-consumer online retail of curated luxury homewares, furniture, lighting, and décor. Products are sold at varying price points from budget-friendly items under $100 to premium pieces exceeding $4,000. The company operates sales promotions with discounts ranging from 10-60% off.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

House of Isabella is an online direct-to-consumer retailer selling curated luxury homewares, furniture, lighting, accessories, mirrors, rugs, and outdoor furnishings from over 20 premium global brands. The company operates a Shopify-based e-commerce platform with Australia-wide shipping, 24/7 customer service, sales promotions up to 60% off, and a trade program for interior designers. Pricing ranges from approximately $19 AUD for accessories to over $4,000 AUD for premium statement pieces.

Product overview

House of Isabella is a luxury interiors e-commerce retailer offering a curated collection of premium furniture, lighting, and home décor from global brands. The platform operates as a multi-brand marketplace featuring core product categories including furniture (living room, dining, bedroom, outdoor), lighting (chandeliers, floor lamps, table lamps, wall lamps, globes, light shades), accessories, mirrors, and rugs. The company carries over 20 featured brands including Cafe Lighting & Living, Florabelle, Calibre Furniture, Artiss, MRD Home, Emac & Lawton, Dasch Design, and Cosmo Living. Founded in 2010 by husband-and-wife duo Richard and Stephanie, House of Isabella curates distinctive homeware pieces from around the globe, offering Australia-wide delivery with headquarters in both the UK and Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Furniture (Living, Dining, Sleeping) Comprehensive furniture collection including living room (cabinets, console tables, coffee tables, sideboards, sofas, seating, ottomans, display units, storage trunks, home office), dining (bar stools, dining chairs, dining tables, home bar and drinks cabinets), and bedroom (beds, bedside tables, drawers, dressing tables, headboards, wardrobes, bedroom seating) from multiple luxury brands including Calibre Furniture, Artiss, MRD Home, and Florabelle.
• Lighting Extensive lighting collection featuring chandeliers and ceiling lights, floor standing lamps, table lamps, wall lamps, globes and hardware, light shades, and outdoor lighting. Brands include Cafe Lighting & Living, Florabelle, Emac & Lawton, Dasch Design, and Zaffero, with prices ranging from approximately $19 AUD for globes to $1,600+ AUD for premium designer pieces.
• Home Accessories Diverse home accessories collection including artificial plants, baskets, candles and candle holders, clocks, cushions, decorative items, kitchen and tableware, lanterns, photo frames, shelves and hooks, shutters, throws, vases, pots and planters, and wall art.
• Mirrors Extensive mirror collection including leaner mirrors, overmantle mirrors, round/oval mirrors, sectional mirrors, and wall mounted mirrors in various styles and finishes.
• Rugs Designer rug collection featuring branded rugs from Rug Culture, Scion, Ted Baker, Brink & Campman, and other luxury interior brands, in various styles, materials, and sizes.
• Outdoor Furniture and Accessories Outdoor furniture and accessories including outdoor seating, outdoor dining sets, outdoor lounging furniture, outdoor cushions, outdoor accessories, and outdoor lighting for gardens, patios, and balconies.
• Bedding and Bedroom Storage Bedroom bedding collection including beds, bedside tables, drawers, dressing tables, headboards, and wardrobes to complete bedroom interiors.
• Outlet (Clearance) Clearance section featuring discounted furniture, lighting, and home accessories across multiple brands with savings up to 60% off.
• Cafe Lighting & Living Collection Featured brand collection of premium lighting including floor lamps, table lamps, wall lamps, and decorative lighting fixtures with refined, contemporary designs for luxury interiors, including marble table lamps, alabaster wall sconces, and designer floor lamps.
• Florabelle Collection Featured brand collection of luxury home décor specializing in designer lamps, light shades, wall lights, outdoor lighting, and decorative accessories featuring premium materials and sophisticated designs, with prices ranging from $19 to $1,600+ AUD.
• Calibre Furniture Collection Featured brand collection of quality furniture including TV entertainment units, buffets, sideboards, storage cabinets, and glass cabinets in contemporary designs with oak, walnut, and black finishes, with 18% sale discounts.
• Artiss Collection Featured brand collection offering value-focused furniture and home accessories including shoe cabinets, storage solutions, bedroom furniture, and affordable lighting options, priced from $80-$400 with regular 23% sale discounts.
• Cosmo Living Collection Featured brand collection of contemporary furniture and décor pieces designed for modern living spaces, currently featuring introductory savings on the newest collection.
• Trade Application Program Dedicated trade program for interior designers, decorators, and design professionals with an application process, providing trade pricing and accounts for specifying furniture and décor for residential client projects.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered core, major and minor.

• Richard and Stephanie (Founders)coreOthers · 1 January 2010Husband-and-wife founding duo who established House of Isabella in 2010 with a vision to curate an exclusive collection of homewares from around the globe.
• Midas Island Group Pty LtdcoreOthersParent company/trading as House of Isabella Australia. Midas Island Group Pty Ltd operates the Australian arm of the House of Isabella business, managing the Australian website, distribution, and customer service operations.
• House of Isabella UKcoreTechnology or IntegrationLinked UK operation (houseofisabella.co.uk) serving the UK market. The company maintains dual headquarters in UK and Australia, enabling international sourcing and brand partnerships.
• Calibre FurnituremajorChannel Partner/ Reseller/ DistributorFeatured brand carried by House of Isabella Australia. Calibre Furniture specializes in contemporary furniture including TV units, buffets, and storage solutions. Multiple products featured with 18% sale discounts.
• FlorabellemajorChannel Partner/ Reseller/ DistributorKey brand partner offering lighting, furniture, and home accessories. Featured as exclusive collection with limited-time savings. Products include floor lamps, table lamps, wall lights, and outdoor lighting from $19 to $1,600+.
• Cafe Lighting & LivingmajorChannel Partner/ Reseller/ DistributorPremium lighting brand partner specializing in contemporary and designer lighting fixtures. Featured brand with exclusive introductory savings. Products include marble table lamps, alabaster wall sconces, and designer floor lamps.
• ArtissmajorChannel Partner/ Reseller/ DistributorValue-oriented furniture and homeware brand featuring budget-friendly options across furniture, storage, and lighting categories. Products priced from $80-$400 with regular 23% sale discounts.
• Emac & LawtonmajorChannel Partner/ Reseller/ DistributorSpecialist lighting hardware and shade brand. Products include brass wall lamps, lamp shades, and ceiling fixtures. Featured in lighting categories with 8-10% sale discounts.
• ZafferominorChannel Partner/ Reseller/ DistributorLED lighting specialist brand offering globes and hardware including fancy round bulbs, candle LEDs, and filament designs. Products priced from $17-$50 with 10-18% sale discounts.
• Dasch DesignminorChannel Partner/ Reseller/ DistributorDesigner lighting brand featuring table lamps, bedside lamps, and wall lamps. Products include lattice, island, and Addison lamp collections with discounts up to 44%.
• JAC Home LivingminorChannel Partner/ Reseller/ DistributorHome living brand featured with exclusive limited-time savings. Furniture and décor specialist.
• MRD HomeminorChannel Partner/ Reseller/ DistributorContemporary home décor brand featuring furniture, planters, and lighting accessories. Products include Rondo bedside tables, Nendo shades, and Sia coffee tables.
• Ted BakerminorChannel Partner/ Reseller/ DistributorFashion-lifestyle brand offering rug collections featuring fashion-inspired design with rich textures and statement patterns.
• Brink & CampmanminorChannel Partner/ Reseller/ DistributorPremium rug brand carried through House of Isabella, specializing in designer floor coverings.
• Florence BroadhurstminorChannel Partner/ Reseller/ DistributorIconic Australian design house brand featuring signature wallpaper and textile designs available through House of Isabella.
• Morris & CominorChannel Partner/ Reseller/ DistributorHeritage British design brand featuring William Morris-inspired prints and fabrics for home interiors.
• MarimekkominorChannel Partner/ Reseller/ DistributorFinnish design brand featuring bold print fabrics and homeware products carried through House of Isabella.
• Rug CultureminorChannel Partner/ Reseller/ DistributorSpecialist rug brand available through House of Isabella's rug collection.
• ScionminorChannel Partner/ Reseller/ DistributorContemporary British design brand featuring modern prints and patterns for home interiors. Featured with exclusive discounts on selected rugs.
• Theo and JoeminorChannel Partner/ Reseller/ DistributorHome living brand featured in House of Isabella's console tables and furniture collections.
• vidaxlminorChannel Partner/ Reseller/ DistributorValue-oriented furniture and home products brand available through House of Isabella.
• WedgwoodminorChannel Partner/ Reseller/ DistributorHeritage luxury tableware brand featuring classic bone china and decorative accessories.
• Floral InteriorsminorChannel Partner/ Reseller/ DistributorHome décor brand specializing in floral and botanical-inspired designs for home accessories and lighting.
• HarlequinminorChannel Partner/ Reseller/ DistributorPremium wallpaper and fabric brand featuring contemporary British design available through House of Isabella.
• SandersonminorChannel Partner/ Reseller/ DistributorHeritage British fabric and wallpaper brand featuring classic English designs.
• Orla KielyminorChannel Partner/ Reseller/ DistributorIrish designer brand featuring signature retro-inspired prints for homewares and accessories.
• LEVELminorChannel Partner/ Reseller/ DistributorContemporary furniture and homeware brand available through House of Isabella's curated collection.
• DASCH DESIGNminorChannel Partner/ Reseller/ DistributorDesigner lighting brand featuring contemporary table lamps, wall lamps, and decorative lighting fixtures.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Williams Sonoma: US-based premium home and kitchen retailer with Australian operations. Broader incumbent with overlapping premium home furnishings, lighting, and accessories assortment serving similar affluent Australian customers.
• West Elm: US-headquartered modern home furnishings retailer with a curated premium catalog and Australian e-commerce presence. Overlaps on premium positioning, curated brand-led assortment, and design-style merchandising for the Australian market.
• Pottery Barn: Williams-Sonoma-owned home furnishings brand with Australian online presence. Overlaps on premium furniture, lighting, and home décor assortment and a similar style-driven merchandising approach to the Australian consumer.
• Anthropologie Home: US-based lifestyle retailer with a significant home assortment, including furniture, lighting, and décor. Comparable curated, design-led home assortment positioning and overlap with premium homeowner customer segment, operating in Australia via local distribution.

Direct peers

• Domayne: Australian furniture and homewares retailer owned by Harvey Norman, with showrooms and a strong e-commerce presence. Competes directly for mid-to-premium home furnishing purchases across lighting, furniture, and décor.
• Coco Republic: Premium Australian furniture and homewares retailer offering curated international and proprietary brands. Closely comparable on luxury positioning, multi-brand curation, and affluent Australian homeowner target segment.
• Freedom Furniture: Major Australian furniture and homewares retailer with showrooms plus a significant online channel. Comparable broad home furnishings assortment across furniture, lighting, and accessories for Australian consumers.
• Zanui: Australian online-first furniture and homewares retailer offering a multi-brand catalog. Comparable business model (e-commerce, multi-brand, value-to-mid price points) and Australian consumer target.
• Adairs: Australian specialty home furnishings retailer with a strong online channel and broad assortment of bedding, furniture, and homeware. Comparable target customer (Australian homeowners) and product overlap in bedding, lighting, and décor.
• Temple & Webster: Australia's largest pure-play online furniture and homewares retailer. Directly comparable as an e-commerce-first, inventory-led multi-brand home furnishings platform serving Australian consumers with a curated brand catalog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/houseofisabellaaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 House of Isabella