Vira Modern Iranian

What Vira Modern Iranian does

Vira Modern Iranian, operating commercially as Haniman (هانیمان), is a Tehran-based privately held e-commerce company founded in 2021 that sells household, kitchen, and home goods to Iranian consumers. The legal entity operates as "Haniman Online Store of Home and Kitchen Accessories" and runs the Persian-language storefront at haniman.co. The company sells across 20+ product categories — kitchen tools, cookware, serving dishes, tea and coffee service, disposable supplies, bathroom and cleaning, home decor, travel and picnic, home textiles, children's products, furniture, writing supplies, gardening, and appliances — supported by a catalog spanning 65+ pages and seven private-label sub-brands (Kleez, Kleez Pro, Picnic Prime, Picnic Home, Koala, Togo, Arysam). All prices are denominated in Iranian Rials with 4-month interest-free installment payment available through Torob Pay.

The underlying technology is a standard e-commerce platform providing an online storefront, shopping cart, inventory management, and filtering — no proprietary technology stack, AI/ML systems, or third-party platform integrations are disclosed. Distribution is hybrid: the company operates both an owned e-commerce website and physical retail branches (شعبه‌ها), fulfills nationwide delivery through Iran Post (پست پیشتاز), and offers a dedicated wholesale channel (فروش عمده) for bulk buyers. Marketing relies on owned social channels (Instagram, Telegram, WhatsApp, Aparat video platform) and an in-house blog producing buying guides and household tips. The company holds the Enamad (نماد اعتماد الکترونیکی) e-commerce trust seal (ID 318115).

The business model is direct-to-consumer retail with an ancillary wholesale arm. The primary revenue stream is one-time retail sales of household goods at unit prices ranging from approximately 275,000 Rials to 57,180,000 Rials, with frequent discounts of 10–70%. Secondary revenue comes from wholesale carton-quantity sales to mid-market bulk buyers. The customer base is horizontal — Iranian households, families setting up new homes, and individuals seeking household goods — with no named enterprise customers and no disclosed revenue figures. With a reported headcount of 10 employees and no disclosed funding, Haniman is an early-stage, founder-led operator executing a breadth-first, multi-channel retail strategy within a single domestic market.

Name

Vira Modern Iranian

Legal name

Haniman Online Store of Home and Kitchen Accessories

Website

https://haniman.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Vira Modern Iranian (Haniman / هانیمان) is a Tehran-based, privately held e-commerce company founded in 2021 that sells household, kitchen, and home goods to Iranian consumers through an online storefront, physical retail branches, and a wholesale channel.

Ownership category

akta.pro rank

Product category

Home & Kitchen Retail

NAICS

General Merchandise Retailers (455), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Variety Stores (5331), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

akta.pro secondary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

Keywords

• Household goods retail
• Kitchen accessories
• Home decor products
• Consumer e-commerce
• Kitchenware wholesale

Headquarters

HQ city

Tehran

HQ country

Iran

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct online retail sales of household, kitchen, and home goods to Iranian consumers. Products are sold at listed prices in Iranian Rials through the company's website. The store also offers bulk wholesale purchasing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Vira Modern Iranian operates the Haniman (هانیمان) online and physical retail store, selling household, kitchen, dining, cleaning, and home decor products to Iranian consumers. The company runs its own e-commerce storefront at haniman.co complemented by physical retail branches nationwide, offering a multi-category catalog across both private-label sub-brands (Kleez, Kleez Pro, Picnic Prime, Picnic Home, Koala, Togo, Arysam) and other household brands, with installment payment options and nationwide delivery.

Product overview

Vira Modern Iranian (Haniman) operates a multi-category e-commerce platform for household and kitchen products, featuring both private-label sub-brands and third-party brands. The core product portfolio centers on Kleez (کلیز) and Kleez Pro (کلیز پرو) for kitchen storage containers and accessories; Picnic Prime (پیکنیک پرایم) and Picnic Home (پیکنیک هوم) for outdoor dining and home storage; Koala (کوالا) for cleaning supplies; and Togo (توگو) for travel gear. The platform spans 20+ product categories including kitchen tools, cookware, serving dishes, tea/coffee service, disposable supplies, bathroom/cleaning products, home decor, travel/picnic items, home textiles, furniture, children's products, writing supplies, gardening, and appliances. The business model combines wholesale and retail sales through its online store and physical branches.

Differentiator

Problem solved

Functional benefit

Products and services

• Microwave Container 310cc - Picnic Home (سطل ماکروویویی 310cc)
• Front Lock Container Pink Washer - Kleez (ظرف فریزری تترالاک شفاف واشر صورتی) A tightly sealed food storage container using new simultaneous injection molding technology, available in 5 sizes (300, 450, 900, 1300, 1600cc), made of PP + TPE materials, microwave and freezer safe, sold under the Kleez sub-brand.
• Thermal Lunch Box 500cc - Kleez Pro (لانچ باکس عایق دار 500cc) An insulated thermal lunch box with a glass inner compartment, 500cc capacity, available in yellow and green colors, sold under the Kleez Pro premium kitchen accessories sub-brand.
• Nano Cleaning Cloth - Picnic (دستمال نظافت نانو رنگی) A multi-purpose washable nano cleaning cloth, 25x25 cm, sold in packs of 25 pieces, made in Iran under the Picnic brand, available in pink and yellow colors for general household cleaning use.
• Cavo Backpack - Togo (کوله پشتی مدل Cavo) A versatile backpack with a main compartment, 2 inner pockets, and 4 outer pockets, made of waterproof melange fabric that is tear-resistant, with an adjustable crossbody strap for both shoulders and sweat-proof back fabric, available in green and dark gray, sold under the Togo travel and outdoor gear sub-brand.
• Kitchen Tools (ابزار آشپزخانه) A category offering cutting tools, shredding tools, pliers, scooper and ladle sets, kitchen scales, sharpeners, funnels, stirrers, and baking accessories for Iranian household consumers.
• Cookware (ظروف پخت و پز) A category of pots, pans, kettles, teapots, grill pans, and pancake pans offered to Iranian household consumers.
• Disposable Supplies (لوازم یکبار مصرف) Disposable plates, cups, dishes, bowls, cutlery, spoons, forks, knives, and straws for household, picnic, and bulk buyers, with carton-quantity wholesale purchasing available.
• Home Decor (دکوراسیون) Candles, candlesticks, vases, air fresheners, decorative accessories, and mats for home decoration in Iranian households.
• Children's Products (کودک) Children's items and household products targeted at Iranian families with young children.

Quantifiable outcome

• Discounts on products range from 10% to 70% off original prices in periodic sales
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kalaneh: Iranian online retailer specializing in fresh food and household staples with nationwide delivery. Comparable as a hybrid online retailer serving Iranian households with daily-use goods including selected home and kitchen items.
• Digikala: Iran's largest online retailer operating an e-commerce marketplace across consumer electronics, home, kitchen, and general merchandise. Directly comparable because both sell kitchen and household goods to Iranian consumers online, but Digikala operates at vastly greater scale, assortment depth, and logistics coverage.
• Shavet.ir: Iranian e-commerce retailer with kitchen, home, and household merchandise. Directly comparable online assortment overlap and target demographic of Iranian households sourcing home setup and daily-use goods.
• Basalam: Iranian e-commerce marketplace with a strong assortment of home, kitchen, and lifestyle products. Comparable because both serve Iranian consumers seeking curated household goods, though Basalam operates a marketplace model versus Haniman's inventory-led + private-label hybrid.
• Bamilo: Iranian online retailer historically focused on home, kitchen, and lifestyle categories before being absorbed into the Digikala group. Comparable as a direct online competitor in the same home-and-kitchen consumer segment targeted by Haniman.

Broad incumbents

• Daiso: Global value variety retailer known for low-priced household goods, kitchenware, and small home items. Comparable as a broad incumbent whose value-variety small-housewares concept closely aligns with Haniman's core home-and-kitchen value assortment.
• Miniso: Global value lifestyle retailer offering affordable home, kitchen, and household goods. Comparable as a broad incumbent operating in the same value small-housewares category with private-label-style product rotation.
• IKEA: Global home furnishings and kitchenware retailer offering affordable furnishings, storage, and home organization products. Comparable as a broad incumbent in the broader home and kitchen category, though operating at much larger scale and primarily outside Iran.

Regional players

• Off (brand): Regional home and lifestyle brand with retail and online presence. Comparable as a home-lifestyle brand with omnichannel and curated assortment overlap, though primarily operating outside Iran and in a different geography.

Others

• Torob: Iran's leading price-comparison and product-discovery platform for online retailers. Torob is directly comparable as a discovery and pricing channel where Haniman must maintain visibility to capture consumer intent, and Torob Pay powers Haniman's installment offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeaparat.com/Haniman.co
• Instagraminstagram.com/haniman.co?igsh=a213eGhsNGJ3aDh1
• LinkedInlinkedin.com/company/vira-modern-iranian

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Vira Modern Iranian