First Look: Aussie Homewares Label Hommey’s Debut Store Takes a Soft Approach

Known for its stylish and soft-as-marshmallow cushions, towels and pet beds, Melbourne label Hommey (pronounced “homey”) has gained a loyal following since launching in late 2020. Now, founder Justin Kestelman is opening Hommey’s first brick-and-mortar store – on Toorak Road in South Yarra.

“[Our mission is] to create a destination where you can get all the comfort for your home in one store,” he tells Broadsheet. “We don’t look at this as just a retail shop where you come in and pick an item. It’s about … curating comfort and style in your home.”

The home and lifestyle brand originated when Kestelman had trouble finding cushions that were smart, snug and superior-quality – so he prototyped his own. Hommey then expanded its offering to robes, fluffy towels, supportive slides and reversible throws, along with a new dedicated pet range.

For Kestelman, the shopfront was a natural next move for the fast-growing brand and its comfort-led products featuring lush, textural fabrics like bouclé, velvet, cord, linen and faux fur. The concept store will invite customers to engage all their senses by seeing, feeling, mixing and matching Hommey’s multi-sensory homewares.

“The [shop] is about complementing and showing how different colours will work together in real life … giving people the opportunity to touch, feel and see the full range,” he says. That includes Hommey’s 600-strong product line available in-store – all except the pet range, which customers can peruse in person and order online with help from staff.

Kestelman and his team led the design of the 80-square-metre shop, which they’ve transformed into a minimalistic but textured space with white walls, travertine floors and curved off-white joinery. It’s intentionally pared back to let Hommey’s bold products stand out. “We really want the colours to pop in-store,” he says.

That experience starts with the multi-sensory feature walls. On entry, your eyes will be drawn to a plump floor-to-ceiling cushion wall and reference fabric rack. Here you can touch Hommey’s range of cushion shapes and fabrics before making your choice. The label’s soft towels are displayed on horizontal steel rods, showing off a colourful and patterned range of blush pinks, toffee browns, sage greens and more. Yet the softest place to land might be the wall display of fluffy and supportive Hommey slides (read: slippers you can leave the house in). And if it all gets too much, there’s always a comfy settee to snuggle into.

Shoppers can walk out with new pieces on the day, or if something isn’t in stock the staff will order it online and have it delivered to your door. Hommey’s head office is also out the back, meaning the core team is always nearby designing more comfort-forward pieces – be it large towels to swaddle yourself in or faux fur pet blankets for your favourite animal friend.

There are plans for the store to host talks, workshops and collaborations – including events with interior designers who’ll share advice about styling your space. As for what’s next, Kestelman hopes to open shops around the country and overseas.

Hommey
Shop 4/300 Toorak Road, South Yarra

Hours:
Mon to Sat 10am–5pm
Sun 10am–4pm

gethommey.com
@hommey