Loloi brothers launch whole-home DTC brand
Joon Loloi debuts with more than 500 pieces including furniture, lighting, décor, art, textiles and rugs.
DALLAS – Today, the second generation of Loloi Rugs is launching a new, whole-home DTC brand called Joon Loloi that has more than 500 pieces including furniture, lighting, décor, art, textiles and rugs.
“Loloi Rugs has been around for 20 years, and I’ve been around for 13 of those years,” said Cyrus Loloi, co-founder of Joon Loloi along with his brother, Steven. “My father is very convincing, and my brother and I are both glad that we joined the family company. But recently, we noticed a void amongst retailers that offered more aspirational furniture and décor but with a lack of affordable pricing.”
Cyrus Loloi said that his family believes in the democratization of design, and that a beautifully curated home is for everyone, at every stage of life. The new brand currently has a total of more than 2,800 SKUs. This new company is also different from the current rug company in that it’s being sold directly to consumers via the website, whereas Loloi Rugs is strictly sold to the trade.
“Joon is a term of endearment that you would use for someone visiting your home and that seemed an appropriate way to honor our Iranian heritage,” he added. “Your home is dear to you; therefore it is dear to us.”
The Joon Loloi product line is entirely new and includes rugs, pillows and textile art. There is no overlap between Joon Loloi and Loloi products. Joon Loloi’s new products are also accessible to qualified interior designers, architects and builders via the brand’s online trade program.
“Leveraging our decades of expertise in design, manufacturing, production and partnerships, Joon Loloi is uniquely qualified to fill a void in the contemporary home category for high-value goods at every price point,” Loloi said. “In an industry that eschews anything but aesthetics, our brand aims to go deeper, inspiring others to live their best lives.”
Cyrus Loloi said some of the trends taken into consideration when designing new product includes the push toward items that are organic, earthy and natural. Many of the pieces also have a vintage look. Other trends included the use of the popular caramel brown color, along with added curves and rounded shapes.
“We traveled to all the different corners of the world, India, Vietnam and Ohio, trying to source interesting products,” Loloi said.
When he and his brother visited with weavers in India, they decided to document the trip in a book that is also available for sale on the website.
“We hope to get across the idea that home is meant to be a feeling and not just an amalgamation of stuff, so we will provide inspiration on the site as well,” he said. “We plan to be heavier on the storytelling than some of the other legacy brands.”
The company has plans to expand into bedroom, dining room and other areas of the home and is also planning some designer collaborations, the first of which will be announced early next year.
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