Dallas— Today, Joon Loloi, a new whole-home direct-to-consumer brand with over 500 pieces of furniture, lighting, décor, art, textiles, and rugs, is being introduced by the second generation of Loloi Rugs.
Cyrus Loloi, who co-founded Joon Loloi with his brother Steven, stated, “I’ve been here for 13 of the 20 years that Loloi Rugs has been around.” My brother and I are both happy that we joined the family business, and my father is extremely persuading. However, we recently observed a gap in the market for retailers that provided more aspirational décor and furniture but lacked reasonably priced options.
According to Cyrus Loloi, his family is in favor of democratizing design and feels that everyone, regardless of age, can benefit from a tastefully designed home. There are currently over 2,800 SKUs under the new brand. Another way that this new business differs from the original rug firm is that, unlike Loloi Rugs, which only sells to the trade, it sells directly to customers through its website.
“That seemed like a suitable way to honor our Iranian heritage,” he continued, adding that “joon is a term of endearment that you would use for someone visiting your home.” “Your home is important to you, so we value it too.”
The Joon Loloi product range, which consists of textile art, cushions, and rugs, is completely new. Products from Joon Loloi and Loloi do not overlap. Through the brand’s online trade program, certified architects, builders, and interior designers can also purchase Joon Loloi’s latest products.
“Joon Loloi is uniquely qualified to fill a void in the contemporary home category for high-value goods at every price point by leveraging our decades of expertise in design, manufacturing, production, and partnerships,” Loloi stated. “Our brand strives to go deeper, inspiring others to live their best lives in an industry that shuns anything but aesthetics.”
According to Cyrus Loloi, the trend toward natural, organic, and earthy products is one that is taken into account when creating new products. A lot of the items also have an antique appearance. Other trends included the addition of curves and rounded shapes, as well as the usage of the trendy caramel brown color.
In an attempt to find intriguing products, Loloi stated, “We traveled to all the different corners of the world, India, Vietnam, and Ohio.”
He and his brother decided to write a book about their trip to India to meet weavers, which is also for sale on the website.
“We will also provide inspiration on the site in order to convey the idea that home is meant to be a feeling rather than just a collection of things,” he stated. “Compared to some of the other legacy brands, we intend to place a greater emphasis on storytelling.”
In addition to preparing some designer collaborations, the first of which will be revealed early next year, the company intends to extend into the dining room, bedroom, and other rooms of the house.