House Of Interiors

What House Of Interiors does

House Of Interiors, trading as a South African Close Corporation (legal entity Trade Motto 109 CC), is a luxury interior design and home décor retailer serving affluent residential homeowners and select commercial interiors. The company operates a dual-channel model: a Shopify-powered e-commerce storefront and a physical showroom at 38 Abrahamskraal Road, Bainsvlei, Bloemfontein, with national delivery across South Africa and selected international shipping. Its catalogue spans three Silk House wallpaper collections (En Vogue, Florentine, Casa Mila) totalling 64 SKUs, five rug collections (Bianca, Valentino, Abstract, Geometric, Plains) from Silk House and Morelli, and curated décor, fragrance, and homeware from Morelli, ALESSI, Stoneglow, URCHIN ART, and Stuart Graham, with prices ranging from R 179 to R 12,870 ZAR VAT-inclusive.

The business combines transactional retail with project-based services. Custom curtains, custom blinds, and full interior design services are offered on a quotation basis, requiring a 70% deposit on acceptance, COD payment terms, and 8-12 week delivery for made-to-order items, with a R 2,050 ZAR per-day downtime penalty if installation is blocked by site issues. Standard delivery is 3-7 business days with expedited 1-3 day options, and a 14-day return policy applies to product purchases. The technology stack is a standard Shopify storefront with no proprietary platform, public API, or documented AI capabilities, and customer acquisition is driven primarily by organic search, content/blog marketing, and a project portfolio showcase.

Revenue is generated from two streams: one-time product sales across the catalogue and professional interior design services tied to custom projects. The customer base is overwhelmingly retail, with testimonials from individual homeowners (mid-market and SMB segments) and no disclosed enterprise accounts. Ownership is private, founder/small-group, VAT-registered, with no external funding, M&A activity, or public listing evidence in the available data.

Name

House Of Interiors

Legal name

Trade Motto 109 CC

Website

https://houseofint.co.za

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

House Of Interiors is a South African luxury interior design and décor retailer (Trade Motto 109 CC) selling premium wallpapers, rugs, décor, and fragrance via a Shopify storefront and a Bloemfontein showroom, serving affluent residential homeowners with both product sales and custom design services.

Ownership category

akta.pro rank

Product category

Luxury Interior Design Retail

NAICS

Home Furnishings Retailers (44912), Furniture and Home Furnishings Retailers (4491), Floor Covering Retailers (449121), Paint and Wallpaper Retailers (44412)

SIC

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

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

Keywords

• Luxury interior design
• Wallpaper retail
• Rug collections
• Home decor
• Custom curtains

Headquarters

HQ city

Bloemfontein

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of luxury interior products including wallpapers, rugs, and home decor items through e-commerce and physical showroom. Products are sold at various price points from R 179.00 to R 12,870.00 ZAR.
2. Interior Design Services: Custom interior design services with project quotations requiring 70% deposit. Full and final payment required before installation or delivery. Services include curtains, blinds, wallpaper installation, and interior design consultations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

House Of Interiors sells luxury interior design products — wallpapers, rugs, home décor, and fragrances sourced from premium international brands — through a Shopify online store and a physical showroom in Bloemfontein. It complements retail with interior design, custom curtain and blind supply, and professional installation services for residential clients across South Africa.

Product overview

House Of Interiors is a luxury interior design company and e-commerce retailer operating primarily through a Shopify platform. The company offers a diverse portfolio of home interior products organized into four main categories: Wallpapers (comprising three signature collections—En Vogue, Florentine, and Casa Mila—sourced from Silk House, totaling 64 wallpaper products), Rugs (featuring five collections including Abstract, Bianca, Valentino, Geometric, and Plains from brands like Silk House and Morelli), Decor (handmade ceramic homeware pieces with 24-carat gold detailing from URCHIN ART including vases, mugs, plates, bowls, and cake stands), and Fragrance products (electric diffusers and fragrance oils from Stoneglow, plus candles). The company also provides complementary services including custom curtains, blinds, and full interior design consultation. The product architecture follows a unified e-commerce platform model with the Shopify-powered storefront serving as the primary sales channel, supplemented by professional installation and design services.

Differentiator

Problem solved

Functional benefit

Products and services

• En Vogue Wallpaper Collection Contemporary wallpaper collection by Silk House featuring 17 products with modern designs suitable for contemporary interiors, sold to residential customers via the Shopify e-commerce store.
• Florentine Wallpaper Collection Classic European-inspired wallpaper collection by Silk House featuring 25 products with traditional motifs and timeless patterns, sold to residential customers seeking heritage-style interiors.
• Casa Mila Wallpaper Collection Artistic wallpaper collection by Silk House blending artistic charm with modern design, featuring 22 products sold to design-conscious residential customers.
• Abstract Rug Collection Abstract rug designs with texture and colour from Silk House, featuring 10 products including Djembe, Cosmo, Berber, and Atlas rugs aimed at bold contemporary interiors.
• Bianca Rug Collection Elegant rug collection by Morelli featuring elegant tones and patterns designed for any residential space, with featured product Blizzard Rug in Amber Glow at sizes 160cm x 230cm and 200cm x 300cm.
• Valentino Rug Collection Bold sophistication rug collection by Morelli offering contemporary rug designs targeted at modern residential interiors.
• Geometric Rug Collection Geometric rug collection that blends classic patterns with modern lines for contemporary living spaces, retailed to residential customers.
• Plains Rug Collection Minimalist plain rug collection ideal for subtle, modern styling in any interior space, retailed to residential customers seeking understated floor coverings.
• Decor Collection Curated retail selection of statement pieces including luxurious vases, sophisticated artwork, bowls, mugs, plates, and cake stands from URCHIN ART (handmade ceramics with 24-carat gold detailing) and ALESSI designer homeware such as the La Stanza dello Scirocco stainless steel basket.
• Custom Curtains Custom-made curtain design, supply, and professional installation service offered to residential and commercial clients, with project quotations requiring a 70% deposit and 8–12 week delivery.
• Custom Blinds Custom-made blind design, supply, and professional installation service offered to residential and commercial clients, with project quotations requiring a 70% deposit and 8–12 week delivery.
• Interior Design Services Luxury interior design service from concept to completion, offering tailored designs that reflect client style and elevate living spaces with elegance and precision, including design consultation, product selection, and professional installation for residential projects.

Quantifiable outcome

• 14-day return policy with full refund capability
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Silk HousecoreTechnology or IntegrationSilk House is a primary brand partner supplying exclusive wallpaper collections including En Vogue, Florentine, and Casa Mila. The company represents the majority of House Of Interiors' wallpaper inventory (64+ products) and premium rug collections.
• MorellicoreTechnology or IntegrationMorelli supplies luxury home accessories and ceramic products including vases, bowls, mugs, and cake stands. Featured in the Bianca rug and Valentino rug collections as well as premium decor items.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• @home: A large South African home furnishings and décor retailer operating multiple stores nationwide. Comparable as a domestic multi-category home destination, but operates at substantially larger scale and with own-brand assortment.
• Mr Price Home: Mass-market South African home retailer offering affordable décor, rugs, bedding, and soft furnishings across many stores. Comparable in selling home textiles and décor to South African consumers, but at the opposite end of the price spectrum.
• Boardmans: South African home and décor retailer with showrooms across major metros. Competes in the broader premium-to-mid home décor category including rugs, soft furnishings, and decorative accessories.
• Coricraft: Established South African furniture and homeware retailer with national showroom footprint. Comparable in offering living-room, bedroom, and dining furniture plus accessories, but skews mid-market versus House Of Interiors' luxury positioning.
• West Elm (South Africa distribution): International premium home retailer with South African presence, offering rugs, wallpaper, and décor. Comparable assortment overlap, particularly in rugs and wallpaper, though at much larger scale and with own-brand strength.
• Woolworths Home: Department store home section of a major South African retailer, offering curated designer homeware, soft furnishings, and décor. Comparable in selling premium imported home textiles to South African consumers, though within a broader general-merchandise format.

Direct peers

• Limeline Interiors: South African bespoke interior design and décor specialist offering curated products plus design and installation services. Highly comparable service-plus-retail model targeting residential clients.
• Weylandts: South African luxury home furniture and décor retailer with curated European designer brands. Closest comparable in positioning — premium imported homeware, rugs, and decor targeted at affluent South African homeowners.

Emerging players

• Sourcing & Trading Co. Smaller South African interior and décor e-commerce retailer focusing on imported designer pieces. Comparable in using online storefronts to distribute curated premium homeware in the local market.

Regional players

• Italvin Luxury Homeware: South African importer of European designer homeware and décor. Comparable as a curator of premium imported brands, though its channel mix and brand portfolio differ.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/house-of-interiors01

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 House Of Interiors