Howard's

What Howard's does

Howard's Inc., founded in 1953 and headquartered in Chanhassen, Minnesota, is a wholesale supplier of home décor, fashion apparel, leather goods, and jewelry. The company sells exclusively through a B2B trade model, serving independent retailers, gift shops, and boutiques across the United States, and does not appear to transact direct-to-consumer at scale. Its product portfolio spans handbags and leather accessories, scarves and wraps, hats, footwear, jewelry, candles and fragrance, home textiles, and seasonal holiday décor, organized into recurring seasonal collections (Resort, Spring/Summer, Fall/Winter, Holiday, Halloween).

The company markets six proprietary sub-brands—Wild Spirit, Amira, Narelle, EZ Home, Elsie & Zoey, and Arianna—distributed through three coordinated wholesale channels: a trade-only B2B e-commerce ordering platform, a direct sales-rep network, and physical showrooms. Order economics include a $250 minimum opening order, a $100 reorder minimum, a free freight program, and one complimentary sample per item per season. The company is privately held, employs 11-50 people, and has received Top Supplier recognition from GiftBeat and Gifts And Decorative Accessories for three consecutive years (2023, 2024, 2025).

Revenue is generated through wholesale price-to-trade on orders placed online, through sales representatives, or at the Chanhassen showroom. The available data shows no disclosed funding events, M&A activity, leadership changes, geographic expansion, or AI/ML capability investment beyond standard B2B e-commerce, and the company's strategic signal in recent periods has been concentrated on category and sub-brand expansion (notably the Narelle Waterproof Jewelry line, plus-size fashion, winter accessories, and card holders in 2024).

Name

Howard's

Legal name

Howard's, Inc

Website

https://wholesale.howardsinc.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

Howard's Inc. is a wholesale supplier of home décor, fashion apparel, leather goods, and jewelry serving independent retailers, gift shops, and boutiques across the United States through six proprietary sub-brands, a B2B e-commerce platform, sales representatives, and a Minnesota showroom.

Ownership category

akta.pro rank

Product category

Wholesale Apparel and Home Décor Distribution

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350), Apparel, Piece Goods, and Notions Merchant Wholesalers (4243)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Fashion Apparel Wholesale (Men’s, Women’s, Kids) (CRAOADAA)

akta.pro secondary industries

Fashion Accessories Wholesale (Belts, Hats, Scarves, Gloves, Ties) (CRAOADAC), Handbags, Luggage & Travel Goods Wholesale (CRAOADAD)

Keywords

• Wholesale apparel
• Fashion jewelry
• Home décor wholesale
• Boutique supplies
• Gift shop merchandise

Headquarters

HQ city

Chanhassen

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Howard's generates revenue through wholesale sales of home décor, fashion apparel, and jewelry to independent retailers and gift shops. Products are sold in bulk quantities at wholesale pricing, with free freight available on orders of $750 or more.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Howard's is a wholesale supplier of fashion apparel, jewelry, and home décor serving independent retailers, gift shops, and boutiques. The company curates and distributes a portfolio of in-house and curated brands, including apparel, jewelry, accessories, and home goods, sold through trade-only channels to business buyers.

Product overview

Howard's is a B2B wholesale platform offering a diversified portfolio of home, fashion, and jewelry products for retailers. The company operates multiple sub-brands including Howard's (core brand), Elsie & Zoey (apparel), EZ Home (home goods), and Arianna (fashion/jewelry), alongside branded jewelry collections such as Narelle Waterproof Jewelry, Wild Spirit, and Amira. Their product categories span apparel (tops, dresses, bottoms, plus size), jewelry (necklaces, earrings, bracelets, rings organized into themed collections and programs), home décor (pillows, throws, kitchen items), and accessories (handbags, hats, scarves, winter accessories). The platform serves retailers through showrooms and a rep network, with seasonal collections for Spring/Summer, Resort, Fall/Winter, and Holiday.

Differentiator

Problem solved

Functional benefit

Brands

• Narelle: Waterproof jewelry line featuring genuine stones, dainty earring and necklace silhouettes, bracelets, delicate necklaces, and modern unisex styles made for gifting and daily wear.
• Wild Spirit
• Amira
• EZ Home
• Elsie & Zoey
• Arianna

Products and services

• Elsie & Zoey Apparel
• EZ Home
• Arianna Jewelry
• Narelle Apparel
• Wild Spirit Apparel
• Amira Accessories

Segments1 record

Ideal customer profiles1 record

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 highlights4 records

Emerging players

• RangeMe: RangeMe is a product discovery and wholesale platform connecting retail buyers with suppliers across general merchandise. Partially comparable to Howard's multi-category wholesale offering, with stronger emphasis on product discovery rather than order fulfillment.

Direct peers

• Bulletin: Bulletin is a wholesale marketplace curating emerging apparel, accessory, and home brands for independent retailers. Highly comparable in target buyer (indie boutiques/gift shops) and category mix to Howard's curated wholesale assortment.
• Ankorstore: Ankorstore is a B2B wholesale platform serving independent retailers with fashion, accessories, and home décor brands. Directly comparable to Howard's wholesale model targeting boutiques and gift shops, with overlapping product categories and customer base.
• Tundra: Tundra operates a zero-commission wholesale marketplace for independent retailers across home goods, apparel, and gifts. Comparable to Howard's in serving indie retailers with multi-category non-food wholesale assortment, though marketplace vs. inventory-led model.
• Faire: Faire is a leading B2B wholesale marketplace connecting independent retailers with apparel, jewelry, home décor, and accessory brands globally. Highly comparable to Howard's as both serve the same indie retailer / gift shop buyer base with multi-category wholesale assortment, though Faire operates as a marketplace while Howard's sells owned proprietary lines.
• Joor: Joor is a B2B wholesale platform focused on fashion brands and apparel/accessory buyers globally. Comparable to Howard's apparel and accessories wholesale business serving retailers, with a similar brand-to-retailer distribution motion.
• Two's Company: Two's Company is a wholesale gift and home décor supplier to independent retailers, boutiques, and gift shops in the US. Directly comparable to Howard's across product categories (gifts, home accessories), buyer base (indie retail), and B2B wholesale GTM via sales reps and trade shows.
• Handshake by Etsy: Handshake (Etsy's wholesale marketplace) connects independent brands with boutique and gift shop retailers worldwide. Directly comparable to Howard's B2B wholesale model serving the same indie retail customer across apparel, jewelry, accessories, and home.

Broad incumbents

• Gerson Companies: Gerson Companies is a long-established wholesale supplier of home décor, seasonal gifts, and accessories to retailers. Comparable to Howard's home and gifting product categories (EZ Home, holiday pillows, Halloween lines) and similar B2B wholesale channel to gift shops.
• Enesco: Enesco is a large-scale wholesale gift and home décor company distributing branded collectibles and lifestyle products to retailers globally. Comparable to Howard's home and gifting wholesale business, though Enesco operates at broader scale and wider portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@shophowardsinc905
• Facebookfacebook.com/shophowardsinc
• Instagraminstagram.com/shophowardsinc
• Xx.com/shophowardsinc
• LinkedInlinkedin.com/company/howardsinc

Revenue estimate

Valuation estimate

Number of profiles

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 Howard's