Susie Coelho Enterprises

What Susie Coelho Enterprises does

Susie Coelho Enterprises (SCE) is a privately held, founder-owned multi-media lifestyle company founded in 1997 and headquartered in Los Angeles, with a secondary office in New York. The company operates as a diversified personal brand vehicle for founder Susie Coelho, spanning television (two HGTV prime-time series including Surprise Gardener and Outer Spaces), publishing (four bestselling lifestyle books with Simon & Schuster and Thomas Nelson), licensed consumer products (home, garden, bath, and floral lines through Target/Mervyns, QVC, Grandin Road, and Calyx & Corolla), corporate endorsements with Fortune 500 brands, and keynote speaking. In 2019, SCE expanded into direct-to-consumer fashion with House of Sussex, a luxury streetwear brand featuring Italian leather backpacks sold through thehouseofsussex.com. In 2020, the company launched StyleSeekr, a global creative talent marketplace powered by a proprietary Style DNA aesthetic identity matching system, signaling a pivot into a platform-based business model alongside the lifestyle media operations.

The company monetizes through multiple channels: licensing royalties from branded consumer products, book publishing royalties, television hosting fees, speaking engagements at women's conferences and corporate events, direct-to-consumer fashion sales, and corporate partnership income. Customer segments include homeowners and lifestyle enthusiasts, brides and event planners, garden enthusiasts, retail partners (Target, QVC, Grandin Road), and Fortune 500 corporates seeking celebrity endorsements. The company maintains registered trademarks across six brand properties (Susie Coelho Style, Signature, at Home, Garden, House of Sussex, and StyleSeekr) and has earned recognition including the 2007 Women in Film Vision Award, a UNESCO Award, and 2025 Palm Springs Walk of Stars induction. SCE operates with 1-10 employees and has no disclosed external funding, remaining entirely under founder ownership and control.

Name

Susie Coelho Enterprises

Legal name

Susie Coelho Enterprises, Inc.

Website

https://susiecoelho.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Susie Coelho Enterprises is a privately held, founder-owned multi-media lifestyle company founded in 1997 that monetizes celebrity brand equity through HGTV television, bestselling books, licensed consumer products at major retailers, the House of Sussex fashion brand, and a creative talent marketplace called StyleSeekr.

Ownership category

akta.pro rank

Product category

Lifestyle Media and Brand Licensing

NAICS

Clothing and Clothing Accessories Retailers (45811), Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), General Merchandise Retailers (455)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Luxury Licensing & Brand Management (CRAKAFAL)

akta.pro secondary industries

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI), Luxury Fashion Licensing & Brand Extensions (Fragrance/Beauty/Home) (CRAAAFAO), Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

Keywords

• Lifestyle media brand
• Home decor licensing
• Fashion accessories
• Lifestyle publishing
• Talent marketplace platform

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Licensing Royalties: Licensing deals for Susie Coelho branded products across home, garden, and lifestyle categories through partnerships with major retailers. The Susie Coelho Design Studio develops hundreds of products annually for retailers.
2. Publishing Royalties: Four bestselling lifestyle books published with Simon & Schuster and Thomas Nelson, including Everyday Styling, Styling for Entertaining, Secrets of a Style Diva, and Style Your Dream Wedding.
3. Television/Hosting: Host of two HGTV prime time series (Surprise Gardener and Outer Spaces), contributor to Today, Oprah, and The View, and over ten HGTV specials including White House Christmas Memories.
4. Corporate Partnerships & Endorsements: Personal appearances and product endorsements with Fortune 500 companies utilizing style expertise and design eye for brands such as eBay, Yankee Candle, Bank of America, Visa, Ritz Carlton.
5. Fashion Sales: House of Sussex luxury streetwear brand selling Italian leather backpacks and wearable art through thehouseofsussex.com e-commerce platform.
6. Speaking Engagements: Inspirational keynote speaking at women's conferences, charity events, home and garden shows, and special women's events.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Susie Coelho Enterprises operates as a multi-media lifestyle company that develops and licenses branded home, garden, and lifestyle products through major retailers, publishes bestselling lifestyle books, produces television content, sells luxury fashion under the House of Sussex brand, and runs the StyleSeekr creative talent marketplace platform powered by its proprietary Style DNA matching system. Revenue is generated through licensing royalties with retailers such as Target, QVC, Grandin Road, and Magid, alongside professional services for corporate partnerships, television hosting, speaking engagements, and direct-to-consumer fashion sales.

Product overview

Susie Coelho Enterprises (SCE) is a multi-media lifestyle company founded in 1997, operating as a diversified brand portfolio rather than a single unified product. The core company manages multiple product lines including StyleSeekr (a global creative talent marketplace), House of Sussex (fashion brand), and various licensing programs (Susie Coelho Style, Susie Coelho Signature, Susie Coelho at Home, Susie Coelho Garden, and Magid Garden Collection) spanning home, garden, and fashion categories. SCE also produces television content (Surprise Gardener, Outer Spaces), publishes lifestyle books, and develops documentary films. The product portfolio connects lifestyle expertise across media, licensing, and digital platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Susie Coelho Style: Home basics and decor collection launched with Mervyns department stores (owned by Target) in fall 2005.
• Susie Coelho Signature
• Susie Coelho at Home
• Susie Coelho Garden
• House of Sussex
• StyleSeekr

Products and services

• StyleSeekr Platform A global creative talent marketplace powered by Style DNA, a proprietary aesthetic identity matching system that connects emerging and professional artists with talent seekers worldwide.
• House of Sussex Fashion Brand Luxury streetwear fashion brand combining contemporary art and fashion, featuring leather backpacks and accessories made with finest Italian leather, designed in LA, with The Artist Collection and The Studio Collection.
• Susie Coelho Style Licensing Program Licensed home basics and décor collection sold through Target/Mervyns and other retailers.
• Susie Coelho Signature Licensing Program Licensed home and garden products sold through Grandin Road Catalog under the Susie Coelho Signature brand.
• Susie Coelho at Home Licensing Program Licensed home products sold through QVC under the Susie Coelho at Home brand.
• Susie Coelho Garden Licensing Program Licensed garden products sold through QVC and Magid under the Susie Coelho Garden brand.
• Magid Garden Collection Licensed garden glove and accessory line sold throughout the United States.
• Surprise Gardener (HGTV series) HGTV prime-time television series hosted by Susie Coelho featuring home and garden makeovers.
• Outer Spaces (HGTV series) HGTV prime-time television series hosted by Susie Coelho featuring outdoor and garden space transformations.
• Susie Coelho's Everyday Styling Lifestyle book published by Simon & Schuster offering tips for infusing personal style into homes and gardens, introducing the Style File concept for developing personal style.
• Styling for Entertaining Hands-on guidebook published by Simon & Schuster showing how to transform spaces for entertaining in 8 simple steps with 12 miracle makeovers.
• Secrets of a Style Diva Book published by Thomas Nelson offering a guide to discovering creative side and personal style, including DIVA DRILLS and an online DIVA QUIZ.
• Style Your Dream Wedding Wedding styling guide helping brides find personal style and carry it through all aspects of their wedding, with 8 wedding styles and hundreds of unique ideas.
• The Bandit Queen, The Warrior Queen & Me Non-fiction narrative about Susie Coelho's journey to interview Phoolan Devi in India's Gwalior Central jail, weaving together stories of Phoolan Devi, the author's mother Rani, and Susie's own challenges as an Indian in America.
• Phoolan Documentary Documentary film about the extraordinary life of Phoolan Devi, featuring Susie Coelho as Executive Producer and Interviewee, chronicling her journey to interview Devi in India's Gwalior Central jail.
• Speaking Engagements Inspirational keynote speaking engagements at women's conferences, charity events, home and garden shows, and corporate events.

Quantifiable outcome

• No Fee Mortgage Plus product led to billions of dollars of product sales and propelled Bank of America to #1 position in retail mortgage sales globally
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

23 partnerships are on record, tiered core and secondary.

• Mervyns (owned by Target)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2005First licensing program with Mervyns department stores - robust initiative launching in fall 2005. Target, who owned Mervyns at the time, came to Susie to develop a collection of home basics and décor under the brand Susie Coelho Style.
• Target CorporationcoreOEM/ Whitelabel/ Licensing PartnerAcquired Mervyns and continued licensing partnership with Susie Coelho Design Studio for home basics and décor products.
• QVCcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Susie Coelho at Home brand featuring lifestyle and home products through QVC's video shopping platform.
• Grandin RoadcoreOEM/ Whitelabel/ Licensing PartnerCatalog partnership with Susie Coelho Signature brand for home décor and furniture products.
• Calyx & CorollasecondaryOEM/ Whitelabel/ Licensing PartnerPartnership for floral collections and garden-related lifestyle products.
• MagidsecondaryOEM/ Whitelabel/ Licensing PartnerGarden glove and accessory line sold throughout the United States.
• eBaysecondaryGTM or Marketing PartnerCorporate partnership for product promotion and marketing through eBay's platform and brand partnerships.
• Betty CrockersecondaryGTM or Marketing PartnerBrand partnership for cross-promotion and marketing campaigns.
• Bank of AmericacoreGTM or Marketing PartnerMarketing campaign partnership for No Fee Mortgage Plus product that led to billions in sales. Susie led external marketing effort as CEO of Bank of America's mortgage, home equity and insurance businesses.
• SC Johnson (Windex and Glade)secondaryGTM or Marketing PartnerBrand partnership for product promotion and marketing through SC Johnson's household product lines.
• 3-MsecondaryGTM or Marketing PartnerCorporate partnership for marketing and promotional activities.
• HeinzsecondaryGTM or Marketing PartnerBrand partnership for promotional campaigns.
• Maxwell HousesecondaryGTM or Marketing PartnerBrand partnership for marketing and promotional activities.
• KahluasecondaryGTM or Marketing PartnerBrand partnership for promotional campaigns.
• Yankee CandlesecondaryGTM or Marketing PartnerPersonal appearances and product endorsements utilizing style expertise.
• VisasecondaryGTM or Marketing PartnerCorporate partnership and endorsement utilizing celebrity status.
• Ritz CarltonsecondaryGTM or Marketing PartnerHosted elegant events such as An Evening with Susie Coelho at Ritz Carlton San Francisco.
• 10Arts FoundationcoreStrategic or Co-development PartnerSusie joined the Board of Trustees in 2022 to support global creativity and talent.
• WriteGirlcoreStrategic or Co-development PartnerBoard member of Los Angeles-based creative writing and mentoring organization matching girls with women writers. Organization serves more than 500 girls annually with 200 volunteer women writers.
• Artists for Human RightscoreStrategic or Co-development PartnerPartnership association working with Schools4Freedom to bring entire villages in India to freedom by educating children and teaching rights. Helped free enslaved village from generational slavery with 92 people freed.
• Weldon Owen InternationalsecondaryImplementation/ SI/ Consulting PartnerPublishing partnership for lifestyle books. CEO Michael Madden described Susie as one of the most creative and talented authors.
• Simon & SchustercoreOEM/ Whitelabel/ Licensing PartnerPublisher of multiple bestselling lifestyle books including Everyday Styling, Styling for Entertaining, and Style Your Dream Wedding.
• Thomas NelsoncoreOEM/ Whitelabel/ Licensing PartnerPublisher of Secrets of a Style Diva. Three top New York publishing houses competed in bidding war for Susie's first book.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Etsy: Public marketplace for handmade, vintage, and creative goods — competes for creative talent and buyers in the same ecosystem as StyleSeekr.
• Houzz: Home design and remodeling platform with marketplace, content, and pro tools — overlapping with Susie Coelho's home/lifestyle expertise area and adjacent to the StyleSeekr creative platform concept.
• Williams-Sonoma: Multi-brand home furnishings retailer (Williams Sonoma, Pottery Barn, West Elm) carrying licensed and branded home products — comparable category positioning to Susie Coelho's home goods licensing programs.
• Qurate Retail Group (HSN/QVC): Operates the video-shopping platform that is one of Susie Coelho's core licensing distribution partners; broader incumbent across the same home-shopping licensing ecosystem.

Direct peers

• Goop: Celebrity-founded (Gwyneth Paltrow) lifestyle brand combining content, commerce, and product licensing in home, beauty, and wellness — directly comparable founder-led lifestyle brand model.
• Society6: Artist marketplace enabling creators to sell art-printed products — directly comparable to StyleSeekr's model of connecting artists with consumers via curated product offerings.
• Behance (Adobe): Global creative talent marketplace connecting artists with opportunities — the dominant incumbent in the same category that StyleSeekr targets.
• Martha Stewart Living Omnimedia: The archetype celebrity-founded multi-media lifestyle brand spanning publishing, television, home goods licensing, and digital — the closest structural comp to Susie Coelho Enterprises across categories.

Emerging players

• Rachael Ray Inventions: Celebrity-chef-founded brand licensing kitchen and lifestyle products — comparable founder-driven licensing model in an adjacent lifestyle vertical.
• The Knot Worldwide: Wedding planning media and marketplace — overlaps with Susie's Style Your Dream Wedding book and bridal/expert content positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/susiecoelhochannel
• Facebookfacebook.com/susiecoelhoenterprises
• LinkedInlinkedin.com/in/susiecoelho
• Instagraminstagram.com/susiecoelhoofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Susie Coelho Enterprises