WINK DESIGN
Wink Design is a Christchurch-based DTC furniture brand founded in 2020 that designs and sells custom wool-padded upholstered bedheads, children's furniture, and soft furnishings to New Zealand consumers and trade interior designers via a Shopify storefront.
- Company typePrivate
- Founded2020
- HeadquartersChristchurch, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What WINK DESIGN does
Wink Design Limited is a Christchurch, New Zealand-based direct-to-consumer furniture brand founded in 2020 by Lisa Sinke. The company designs and sells custom upholstered bedheads — currently 12+ named styles including Miro, Rose, Bramble, Lily, Koru, Rātā, Karekare, Mulberry, Olive, Juniper, Mataī, and Tōtara — alongside accessories such as valances, cushions, cushion inners, lampshades, and footstools, with a dedicated Kidlets range for children's bedrooms. Construction is differentiated by the use of New Zealand wool padding rather than foam, FSC-certified timber frames, screw-based assembly in place of glue, and unbleached calico backing, with options for custom sizing, cut-outs, and removable covers. Fabrics are sourced via a partnership with James Dunlop.
The commercial model is built around a Shopify-hosted DTC storefront with quote-based pricing: listed prices display as $0 and final order values are determined by size, fabric, and specification, supported by $10 swatch packs redeemable against purchase. Made-to-order lead times run 4-6 weeks, products carry a 12-month warranty, and distribution is currently New Zealand-only. A trade programme serves interior designers and architects as a parallel B2B channel. The company operates on a bootstrapped basis with 1-10 employees and no external funding, M&A activity, or IP filings disclosed.
WINK DESIGN firmographics
Firmographics- Name
- WINK DESIGN
- Legal name
- Wink Design Limited
- Website
- https://winkdesign.co.nz
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wink Design is a Christchurch-based DTC furniture brand founded in 2020 that designs and sells custom wool-padded upholstered bedheads, children's furniture, and soft furnishings to New Zealand consumers and trade interior designers via a Shopify storefront.
- Ownership category
- akta.pro rank
WINK DESIGN industry classification
Industry- Product category
- Custom Upholstered Furniture
- NAICS
- Upholstered Household Furniture Manufacturing (337121)
- SIC
- Household Furniture (2510)
- akta.pro primary industry
- Bed Frames, Foundations & Headboards Retail (CRAIABAE)
- akta.pro secondary industry
- Pillows & Pillow Systems Retail (CRAIABAC)
Keywords
Where WINK DESIGN is headquartered
LocationHeadquarters
- HQ city
- Christchurch
- HQ country
- New Zealand
- HQ region
- Oceania
Offices3 records
Markets served
WINK DESIGN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Custom Made Bedheads: The primary revenue stream. Customers select a bedhead model (Miro, Rose, Bramble, Lily, Koru, Rātā, Karekare, Olive, Juniper, Mataī, Tōtara, Mulberry), choose size, fabric, and customisation options (piping, studs, flanges, removable covers, tall option). Products are priced with a base price plus fabric costs starting from approximately $200 upwards. Made to order in the Christchurch workshop with 4-6 week lead time.
- Bedroom Accessories: Valances, cushions, cushion inners, lampshades, and footstools sold alongside bedheads. All custom-made to complement the bedhead range, available in matching or complementary fabrics.
- Fabric Samples (Swatches): Swatch service: up to 10 fabric samples for $10, which is redeemable on purchase. This drives product selection and downstream bedhead/accessory purchases.
- Trade Account Programme: Interior designers and architects can apply for trade membership to specify and purchase Wink products on behalf of their clients, creating a B2B revenue channel alongside the direct consumer model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Custom Bedhead (base price + fabric) |
| One time/ perpetual license | Pay-as-you-go | Custom Valance (base price + fabric) |
| One time/ perpetual license | Pay-as-you-go | Footstools (base price + fabric) |
| Unit Pricing | Pay-as-you-go | Fabric Swatches - $10 for up to 10 samples |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
WINK DESIGN product offering
Product offeringCore offering
WINK DESIGN manufactures made-to-order upholstered bedheads and bedroom accessories from its Christchurch workshop, offering 12+ named bedhead styles plus valances, cushions, cushion inners, lampshades and footstools. Every piece is custom-built to the buyer's mattress size and fabric choice using NZ wool padding, FSC-certified timber frames and screw-based assembly, with a typical 4–6 week build-to-order lead time. A dedicated Kidlets collection extends the range to children's bedrooms.
Product overview
WINK DESIGN is a New Zealand-based custom furniture company specializing in bespoke upholstered bedheads and bedroom accessories. The product portfolio centers on 12 distinct bedhead styles (Miro, Rose, Bramble, Lily, Koru, Rātā, Karekare, Mulberry, Olive, Juniper, Mataī, and Tōtara) complemented by accessory products including valances, cushions, cushion inners, lampshades, and footstools. A Kidlets collection provides child-sized versions of their bedhead designs. The company differentiates through sustainable manufacturing practices, using NZ wool instead of foam, FSC-certified timber, and screws instead of toxic glues. All products are custom-made to order in their Christchurch workshop and can be customized in size, fabric, and various embellishments. The company also offers a fabric swatch service to help customers select materials.
Differentiator
Problem solved
Functional benefit
Products and services
- Miro Bedhead Custom upholstered 'Miro' bedhead made to order in Christchurch to the buyer's mattress size and fabric choice, featuring the standard NZ wool padding, FSC-certified timber frame and screw-based assembly.
- Rose Bedhead Custom upholstered 'Rose' bedhead built to order to the buyer's mattress dimensions and selected fabric, using NZ wool padding and FSC-certified timber.
- Bramble Bedhead Custom upholstered 'Bramble' bedhead manufactured to size and fabric specification in the Christchurch workshop.
- Lily Bedhead Custom upholstered 'Lily' bedhead made to the buyer's mattress size and chosen fabric using NZ wool padding and FSC-certified timber.
- Koru Bedhead Custom upholstered 'Koru' bedhead built to order to specified mattress dimensions and fabric selection.
- Rātā Bedhead Custom upholstered 'Rātā' bedhead manufactured to the buyer's size and fabric specification in Christchurch.
- Karekare Bedhead Custom upholstered 'Karekare' bedhead built to order to the customer's mattress dimensions and chosen fabric.
- Mulberry Bedhead Custom upholstered 'Mulberry' bedhead made to order to specified mattress size and fabric selection.
- Olive Bedhead Custom upholstered 'Olive' bedhead manufactured to the customer's size and fabric specification.
- Juniper Bedhead Custom upholstered 'Juniper' bedhead built to order in the Christchurch workshop.
- Mataī Bedhead Custom upholstered 'Mataī' bedhead made to order to the buyer's mattress dimensions and chosen fabric.
- Tōtara Bedhead Custom upholstered 'Tōtara' bedhead manufactured to specified size and fabric in Christchurch.
- Valances Custom-made valances designed to coordinate with WINK DESIGN bedheads, finished in the customer's selected fabric.
- Cushions Custom-made cushions finished in the customer's selected fabric to coordinate with WINK DESIGN bedheads and bedroom accessories.
- Cushion Inners Cushion inners offered as a stand-alone accessory, sourced with ethical feather filling to pair with WINK DESIGN cushion covers.
- Lampshades Custom-made lampshades produced in the customer's chosen fabric to coordinate with WINK DESIGN bedroom furnishings.
- Footstool (Hinged Lid) Custom upholstered footstool with a hinged lid for storage, built in the Christchurch workshop in the customer's chosen fabric.
- Footstool (Fixed Lid) Custom upholstered footstool with a fixed lid, built to order in the customer's chosen fabric.
- Kidlets Collection A dedicated collection of smaller custom upholstered bedheads designed for children's bedrooms, built to order using the same sustainable materials as the main range.
- Fabric Swatches Orderable fabric swatch samples that let customers evaluate upholstery options in person before placing a custom bedhead or accessory order.
- Trade Account Programme A trade-specific account programme offering interior designers and architects a streamlined way to quote, order and specify WINK DESIGN bedheads and accessories for client projects.
Companies that use WINK DESIGN
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
WINK DESIGN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
WINK DESIGN partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and supporting.
- ShopifycoreWink's e-commerce website is hosted on Shopify's online platform, enabling the custom product configurator, shopping cart, checkout, order management, and customer accounts functionality.
- Google AnalyticssupportingWink uses Google Analytics to understand how customers browse and interact with the website, and to assess marketing and advertising campaign effectiveness. Customers can opt out via the Digital Advertising Alliance opt-out portal.
- James Dunlop TextilessupportingWink sources fabrics from James Dunlop Textiles range, including Como and Bespoke velvet collections. The brand was featured on the James Dunlop website as a maker using their fabrics.
- Various NZ Fabric SupplierssupportingWink works with multiple fabric suppliers offering a curated selection of quality fabrics for bedheads, including velvets, bouclé, textured fabrics, linens, and more. Additional colourways beyond those displayed on the website are available through direct enquiry. BYO fabric service is also offered.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
WINK DESIGN competitors and assessment
Company assessmentBroad incumbents
- BoConcept: International design furniture retailer offering configurable bedroom furniture globally. Adjacent competitor for design-conscious custom-buyers, but at much larger scale and broader catalogue.
- Città: NZ design-led home furnishings brand with curated bedroom range. Competes for design-conscious NZ customers even though it is not a custom bedhead specialist.
- Mocka: Larger NZ DTC furniture and home brand serving families with broader product range. Not a custom bedhead specialist but overlaps on Kiwi DTC bedroom furniture buyers.
Direct peers
- Plush Furniture: NZ-based custom upholstered furniture maker with made-to-order bedheads and bedroom pieces. Comparable in product type, customisation model, and NZ-focused distribution.
- St. Pierre Upholstery: NZ custom upholsterer producing made-to-order headboards and bedroom furniture. Comparable craft-led custom upholstery model addressing similar residential end-customers.
- The Bedroom Specialist: NZ custom bedhead retailer offering made-to-measure upholstered headboards. Overlaps directly with Wink on product type and target customer.
- Tailor Made Beds: NZ custom bedhead and bed manufacturer producing made-to-order upholstered bedheads. Closely mirrors Wink's made-to-order DTC model and product category.
- Lulu & Foster: New Zealand-based custom upholstered bedhead maker offering made-to-order headboards online. Direct competitor to Wink in the same NZ DTC custom bedhead category.
Regional players
- Bed Threads: Australian DTC bedding and bedroom-focussed brand with strong sustainability and aesthetic positioning. Closely comparable brand archetype across the Tasman, though operated in Australia rather than NZ.
- Ico Traders: NZ design-led furniture and home retailer featuring independent NZ makers. Could act as a stockist channel or competitive reference point for Wink's trade and consumer audiences.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
WINK DESIGN social profiles
Digital presenceWINK DESIGN financial estimates
Financial estimateRevenue estimate
Valuation estimate
WINK DESIGN leadership team
Management profileNumber of profiles
Profiles1 record
WINK DESIGN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WINK DESIGN 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 WINK DESIGN
What does WINK DESIGN do?
WINK DESIGN manufactures made-to-order upholstered bedheads and bedroom accessories from its Christchurch workshop, offering 12+ named bedhead styles plus valances, cushions, cushion inners, lampshades and footstools. Every piece is custom-built to the buyer's mattress size and fabric choice using NZ wool padding, FSC-certified timber frames and screw-based assembly, with a typical 4–6 week build-to-order lead time. A dedicated Kidlets collection extends the range to children's bedrooms.
Is WINK DESIGN a public or private company?
WINK DESIGN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WINK DESIGN founded?
WINK DESIGN was founded in 2020. It employs 1 to 10 people.
Where is WINK DESIGN based?
WINK DESIGN is headquartered in Christchurch, New Zealand, in the Oceania region.
How does WINK DESIGN make money?
Four revenue lines are on record. Custom Made Bedheads are the primary driver. The others are bedroom Accessories, fabric Samples (Swatches) and trade Account Programme.
Who are WINK DESIGN's main competitors?
Broad incumbents on record are BoConcept, Città and Mocka. Direct peers are Plush Furniture, St. Pierre Upholstery, The Bedroom Specialist, Tailor Made Beds and Lulu & Foster. Regional players are Bed Threads and Ico Traders.
Does WINK DESIGN have an API?
No public API is recorded for WINK DESIGN.
What industry is WINK DESIGN in?
WINK DESIGN's product category is Custom Upholstered Furniture. Its primary akta.pro industry code is CRAIABAE, Bed Frames, Foundations & Headboards Retail, with a secondary code of CRAIABAC, Pillows & Pillow Systems Retail. Its NAICS code is 337121 and its SIC code is 2510.