Michel Design Works
Michel Design Works is a U.S. consumer lifestyle brand founded in 1987 that designs and sells bath, body, home fragrance, kitchen linen, and gift products across 299 SKUs and 40+ themed collections, sold via Stonewall Kitchen's DTC e-commerce, wholesale, and retail channels to individual consumers, gift shoppers, and retailers.
- Company typePrivate
- Founded1987
- HeadquartersKatonah, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Michel Design Works does
Michel Design Works is a U.S.-based consumer lifestyle brand founded in 1987 by Michel Bruce and headquartered in Katonah, NY. The company designs and sells bath and body products, home fragrance items, kitchen linens, and gift sets organized around 40+ themed collections (e.g., Beach, French Lilacs, Lemon Basil, Cotton & Linen, Pressed Flowers) and 299 SKUs across 14 product categories including foaming hand soaps, bar soaps, hand creams, hand and body lotions, candles, room sprays, napkins, and aprons. Product differentiation rests on distinctive fragrance compositions, premium formulations built around shea butter and botanicals, and artful, vintage-inspired packaging designed to be gift-ready and display-worthy.
The brand operates exclusively as a subsidiary label within Stonewall Kitchen's Family of Brands and does not maintain a standalone storefront. Sales flow through three channels: (1) direct-to-consumer e-commerce on stonewallkitchen.com, with individual products priced from $3.49 (napkins) to $28.95 (diffusers), multi-pack bundles (e.g., 3-packs of foaming hand soaps at $38), and an SWK Subscriptions program offering 10% off plus free shipping on orders over $50 across 164 subscription-eligible SKUs; (2) a wholesale program through Stonewall Kitchen Family of Brands serving retailers and distributors; and (3) company-owned Stonewall Kitchen retail stores with a store locator. Pricing is unit-based across consumer products, with a subscription discount layer and free shipping thresholds of $50 (subscribers) and $99 (non-subscribers).
Customer segments include individual consumers using products for everyday self-care and home ambiance, gift shoppers purchasing for birthdays, holidays, showers, hostess and thank-you occasions, home decorators seeking coordinated aesthetics, and retailers/wholesalers purchasing for resale. Marketing reaches customers through the e-commerce site, an email program offering 15% off first order, and organic social presence across Instagram, Facebook, Pinterest, YouTube, and TikTok. A corporate gifting program extends into B2B occasions. Michel Design Works employs 51-100 people and reports no independent revenue, funding, patents, awards, or AI/ML capabilities in the available source material.
Michel Design Works firmographics
Firmographics- Name
- Michel Design Works
- Legal name
- Michel Design Works
- Website
- https://micheldesignworks.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Michel Design Works is a U.S. consumer lifestyle brand founded in 1987 that designs and sells bath, body, home fragrance, kitchen linen, and gift products across 299 SKUs and 40+ themed collections, sold via Stonewall Kitchen's DTC e-commerce, wholesale, and retail channels to individual consumers, gift shoppers, and retailers.
- Ownership category
- akta.pro rank
Michel Design Works industry classification
Industry- Product category
- Personal Care & Home Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Michel Design Works is headquartered
LocationHeadquarters
- HQ city
- Katonah
- HQ country
- United States
- HQ region
- North America
Markets served
Michel Design Works business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct Product Sales: One-time purchases of individual products and gift sets through Stonewall Kitchen's e-commerce platform. Products range from single items like foaming hand soaps to curated gift sets and multi-pack bundles.
- Subscription Model: SWK Subscriptions offering recurring purchases with 10% discount on every order plus free shipping on orders over $50. Encourages repeat purchases and customer retention.
- Wholesale Distribution: B2B wholesale program for retailers and distributors through Stonewall Kitchen Family of Brands Wholesale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Unit Pricing | Pay-as-you-go | Multi-Pack Bundles |
| Subscription | Monthly | Subscription Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Michel Design Works product offering
Product offeringCore offering
Michel Design Works designs, manufactures, and sells bath and body care products, home fragrance items, and curated gift collections. The brand offers foaming hand soaps, bar soaps, hand creams, body lotions, scented candles, room sprays, kitchen linens, napkins, and aprons organized into 40+ themed collections. Products are sold direct-to-consumer via e-commerce, through subscription programs, and wholesale to retailers, leveraging the Stonewall Kitchen Family of Brands distribution infrastructure.
Product overview
Michel Design Works is a consumer lifestyle brand offering a unified portfolio of bath & body products, home fragrance, and gift collections. The product line centers on foaming hand soaps, bar soaps, hand creams, hand & body lotions, scented candles, room sprays, kitchen linens, napkins, and aprons—all unified by distinctive fragrance profiles (citrus, floral, warm spice, seasonal) and artful, gift-ready packaging. The brand operates as a single cohesive offering rather than a modular platform, with products organized into themed collections like Pressed Flowers, Cotton & Linen, French Lilacs, Lemon Basil, and seasonal lines. Products are available through Stonewall Kitchen's e-commerce platform and include subscription options.
Differentiator
Problem solved
Functional benefit
Brands
- Michel Design Works: Bath and body products, home fragrance, and gift collections featuring beautifully crafted foaming hand soaps, bar soaps, hand creams, body lotions, scented candles, room sprays, kitchen linens, napkins, aprons, and gift sets
Products and services
- Michel Design Works Bath & Body Collection Luxurious bath and body care products including foaming hand soaps, bar soaps, hand creams, and hand and body lotions crafted with rich shea butter and nourishing botanicals for individual consumers.
- Michel Design Works Home Fragrance Collection Home fragrance and decor products including scented candles, reed diffusers, room sprays, and kitchen linens designed to fill rooms with layered fragrance and elegance for individual consumers and home decorators.
- Michel Design Works Gift Collections Curated gift sets and gift-ready products ideal for birthdays, holidays, showers, hostess gifts, and thank-you presents, featuring elegant packaging and premium ingredients for gift shoppers and corporate gifting programs.
- Foaming Hand Soaps Foaming hand soaps available in a variety of scents and designs (52 products), including single bottles and 3-packs, with refill options for individual consumers.
- Bar Soaps Bath soap bars available in medium and large sizes across various fragrances (29 products) for individual consumers.
- Hand Creams Nourishing hand creams for everyday care (20 products) for individual consumers.
- Hand & Body Lotions Luxurious hand and body lotions with skin-loving ingredients (10 products) for individual consumers.
- Candles Scented candles designed to fill rooms with layered fragrance (43 products) for individual consumers and home decorators.
- Room Sprays Scented room sprays for instant fragrance (18 products) for individual consumers and home decorators.
- Kitchen Linens Kitchen towels and linens featuring artful prints and elegant designs for individual consumers and home decorators.
- Napkins Decorative napkins including hostess, luncheon, and cocktail sizes (54 products) for individual consumers and home decorators.
- Aprons Kitchen aprons with elegant prints and vintage-inspired artwork (15 products) for individual consumers and home decorators.
- Pressed Flowers Collection Collection featuring pressed flower designs and botanical motifs (11 products) for individual consumers and gift shoppers.
Quantifiable outcome
- 164 subscription-eligible products for recurring revenue
- +1 more outcomes
Companies that use Michel Design Works
Customer profileSegments4 records
Ideal customer profiles2 records
Michel Design Works technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Michel Design Works partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Michel Design Works competitors and assessment
Company assessmentDirect peers
- Caldrea: Premium home and personal care brand with hand soaps, lotions, and surface care. Comparable positioning on fragrance-led product storytelling and gift-ready packaging, distributed through DTC and specialty retailers.
- NEST New York: Premium home fragrance and lifestyle brand offering candles, diffusers, soaps, and lotions with strong gifting positioning. Direct overlap in curated fragrance collections, artful packaging, and department-store plus DTC distribution.
- Mrs. Meyer's Clean Day: S.C. Johnson-owned premium home and personal care brand sold through grocery, mass, and DTC channels. Closely comparable mid-premium positioning, fragrance-driven product storytelling, and gift-relevant packaging across hand soaps, lotions, and surface care.
- Thymes: Mid-premium bath, body, and home fragrance brand with a curated portfolio of seasonal and signature collections. Closely comparable in size, product breadth (soaps, lotions, candles, diffusers), and gift-set merchandising through DTC and specialty retail.
- Village Candle: Premium jar candle brand owned by Stonewall Kitchen (sister brand to Michel Design Works). Direct overlap on the candle side of Michel Design Works' portfolio and shares parent-company wholesale and retail channels.
- Compagnie de Provence: French premium bath and body brand featuring liquid hand soaps, lotions, and home fragrance with artful packaging. Direct overlap in liquid hand soap formats, shea butter-based formulations, and gift-set strategy.
- Voluspa: Premium scented candle and home fragrance brand with distinctive packaging designed for gifting. Comparable product mix across candles, diffusers, soaps, and room sprays, with similar emphasis on fragrance storytelling and elegant presentation.
Broad incumbents
- Dr. Teal's: Mass-market bath, body, and aromatherapy brand sold through drug, mass, and grocery channels. Comparable on body care and lotion categories with bath-and-body retail presence, though positioned at lower price points than Michel Design Works' premium offering.
- Yankee Candle: Iconic US scented candle and home fragrance brand with broad retail distribution. Compares directly on the candle and home fragrance side of Michel Design Works' portfolio and competes for the same gifting occasions.
- Bath & Body Works: Largest US specialty retailer of soaps, body care, and home fragrance with extensive candle and hand-soap offerings. Directly comparable product categories (foaming hand soaps, lotions, candles, gift sets) and gift-driven merchandising model, but operates at massive scale with hundreds of company-owned stores versus Michel Design Works' niche, premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Michel Design Works social profiles
Digital presenceMichel Design Works financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michel Design Works leadership team
Management profileNumber of profiles
Profiles1 record
Michel Design Works funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michel Design Works 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 Michel Design Works
What does Michel Design Works do?
Michel Design Works designs, manufactures, and sells bath and body care products, home fragrance items, and curated gift collections. The brand offers foaming hand soaps, bar soaps, hand creams, body lotions, scented candles, room sprays, kitchen linens, napkins, and aprons organized into 40+ themed collections. Products are sold direct-to-consumer via e-commerce, through subscription programs, and wholesale to retailers, leveraging the Stonewall Kitchen Family of Brands distribution infrastructure.
Is Michel Design Works a public or private company?
Michel Design Works is a private company. It is classified as corporate owned and is currently operating.
When was Michel Design Works founded?
Michel Design Works was founded in 1987. It employs 51 to 100 people.
Where is Michel Design Works based?
Michel Design Works is headquartered in Katonah, United States, in the North America region.
How does Michel Design Works make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Model and wholesale Distribution.
Who are Michel Design Works's main competitors?
Direct peers on record are Caldrea, NEST New York, Mrs. Meyer's Clean Day, Thymes, Village Candle, Compagnie de Provence and Voluspa. Broad incumbents are Dr. Teal's, Yankee Candle and Bath & Body Works.
Does Michel Design Works have an API?
No public API is recorded for Michel Design Works.
What industry is Michel Design Works in?
Michel Design Works's product category is Personal Care & Home Fragrance. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 456120 and its SIC code is 2844.