Hearth & Soul

What Hearth & Soul does

Hearth & Soul is a privately held, founder-led multi-location specialty retail boutique operating four physical locations in Tallahassee FL, St. Louis MO, and Atlantic Beach FL (one of which is a by-appointment Design Studio), alongside a direct-to-consumer e-commerce site at hearthandsoul.com. The company curates and resells a lifestyle assortment spanning women's apparel (Veronica Beard, Ramy Brook, Ganni, Clare V., Frank & Eileen, Varley), men's apparel (Rag & Bone, Mizzen & Main, Orlebar Brown, Vince, Criquet), fine jewelry (Adina Reyter, Sorellina, Zofia Day, Gigi Clozeau, Shinola, plus the in-house Infinity Collection), home décor and lighting (Jan Barboglio, Trudon, Baobab, Assouline), kitchen and provisions (Sabre, Match Inc., Montes Doggett, LSA International, New West Knifeworks), books, and adjacent categories including Pet Corner and Children's. The online catalog lists more than 3,880 in-stock SKUs across 162 pages drawn from over 100 featured brands, with published price points ranging from $4 to $16,800.

The business model is consumer retail transaction-based, augmented by services revenue. Primary monetization is one-time product sales across both e-commerce (with free shipping over a $250 threshold and 48-hour in-store pickup) and physical storefronts. Secondary revenue streams include a modern wedding and gift registry platform, a concierge specialty gifting service, and interior design consultation; the company also monetizes the physical footprint through private-event and venue rentals. There is no membership or subscription model and no mobile application. Distribution is omnichannel (e-commerce plus three general-access retail locations plus a private design studio).

Underlying technology is a standard Shopify storefront (inferred from Shopify CDN asset paths and Shopify-style collection routing), with no proprietary technology platform, no AI/ML integration, no API surface, no mobile app, and no patents or trademarks disclosed in the data. Marketing channels include a founder-authored blog, organic Instagram, Facebook, and Pinterest presence, an email "Friends List," and a community-event program across all three metros. The company is independently owned by founder Susie Busch-Transou with no disclosed external investment, parent company, or subsidiaries.

Name

Hearth & Soul

Legal name

Hearth and Soul

Website

https://hearthandsoul.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hearth & Soul is a privately held, founder-led specialty retail boutique operating four U.S. locations (Tallahassee, St. Louis, Atlantic Beach) plus e-commerce, curating and selling apparel, fine jewelry, home, kitchen, and lifestyle products from 100+ premium brands to individual consumers across the Southeast and Midwest.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue is generated through the sale of curated apparel, accessories, home décor, kitchen provisions, fine jewelry, and lifestyle products across both e-commerce and physical retail locations. The product assortment spans multiple categories including women's clothing, men's clothing, home accessories, kitchen items, books, children's products, and pet items. Products are sourced from various branded vendors and artisan makers.
2. Wedding & Gift Registry Services: The company offers wedding and gift registry services, allowing customers to create personalized gift lists for life's special moments including weddings, milestone birthdays, anniversaries, and housewarmings.
3. Specialty Gifting: Concierge gifting service to help simplify gifting year-round for customers.
4. Design Services: Interior and home design services offered to customers looking to furnish and accessorize their living spaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Hearth & Soul is a multi-location specialty retail boutique that curates and sells women's and men's apparel, fine jewelry, home décor, kitchen provisions, books, and lifestyle products. The company operates both a national e-commerce storefront and four physical retail locations across the United States (Tallahassee FL, St. Louis MO, and Atlantic Beach FL), supported by add-on services including wedding/gift registry, interior design consultations, specialty concierge gifting, and event/venue hosting.

Product overview

Hearth & Soul is a multi-location specialty retail boutique offering a curated collection of women's and men's apparel, fine jewelry, home accessories, kitchen provisions, and lifestyle items. The business operates as a unified retail platform with physical store locations in Tallahassee, St. Louis, and Atlantic Beach (Beaches), Florida, combined with an e-commerce website. The product portfolio spans curated designer fashion brands (Veronica Beard, Clare V., Ramy Brook, Ganni, Frank & Eileen), fine jewelry (Adina Reyter, Gigi Clozeau), home décor (Trudon candles, Jan Barboglio), kitchen goods (Match Inc., LSA International), books, and specialty services including wedding gift registry, interior design consultation, specialty gifting concierge, and event venue rental. The company differentiates through a "simple, modern, classic" aesthetic and community-focused retail experience featuring regular in-store events.

Differentiator

Problem solved

Functional benefit

Brands

• Infinity Collection: Fine jewelry collection launched after two years of development, described as 'the long awaited Infinity Collection of fine jewelry by Hearth and Soul'

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Magnolia: Chip and Joanna Gaines' lifestyle brand combining home furnishings, décor, kitchen, and curated gifts with strong community/founder-driven brand identity. Closely mirrors Hearth & Soul's blend of curated home + lifestyle + personal founder storytelling.
• Serena & Lily: Premium curated home and lifestyle retailer with designer-driven aesthetic across furniture, textiles, and accessories. Comparable to Hearth & Soul's home and family room assortment, similar design-conscious customer, and overlapping brand portfolio.
• Anthropologie: Multi-category curated lifestyle retailer spanning women's apparel, accessories, home décor, and furniture with a similar 'discovered and curated' merchandising philosophy. Most directly comparable peer to Hearth & Soul's assortment breadth and aesthetic positioning.
• CB2: Crate & Barrel's modern home brand offering curated, design-forward furniture, lighting, and décor. Comparable to Hearth & Soul's Family Room (furniture/lighting/decor) assortment and modern-classic aesthetic.
• The Citizenry: Direct-to-consumer home brand offering curated, artisan-made furniture and décor with global sourcing. Comparable to Hearth & Soul's curation of artisan and designer home goods plus similar premium home customer.
• Tuckernuck: Curated multi-brand boutique for women's apparel, home, and gifts operating primarily online with strong founder-led brand voice. Comparable to Hearth & Soul's women's apparel + home + gifting mix and lifestyle content strategy.
• Johnny Was: Bohemian-inspired women's apparel and lifestyle brand with growing home and accessory categories. Overlaps with Hearth & Soul's curated women's apparel segment and lifestyle-driven store experience.

Broad incumbents

• West Elm: Williams-Sonoma-owned home furnishings retailer offering curated modern furniture, lighting, and home décor. Comparable assortment overlap with Hearth & Soul's home category but operates at substantially larger scale and broader national footprint.
• Crate & Barrel: National home furnishings retailer spanning furniture, kitchen, and entertaining categories. Comparable to Hearth & Soul's kitchen and family room product range but at far greater scale and assortment depth.
• Williams-Sonoma: Multi-brand specialty home and kitchen retailer (Williams-Sonoma, Pottery Barn, West Elm). Comparable to Hearth & Soul's premium kitchen, entertaining, and home assortment across customer demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shophearthandsoul
• Instagraminstagram.com/shophearthandsoul
• Pinterestpin.it/6tdN21LID
• LinkedInlinkedin.com/company/hearthsoul

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 Hearth & Soul