The Novogratz

Health & Beauty

The Novogratz sells furniture, lighting, bedding, wall art, rugs, and home décor priced mainly in the mid-range tier; sofas run $1,000-$2,500, accent chairs $400-$900, and bedding sets $100-$250. Distribution is DTC through shopthenovogratz.com plus selective drops on Amazon, Wayfair, and Target.com; no standalone brick-and-mortar stores. The brand is the commercial extension of interior-design duo Robert and Cortney Novogratz, known for merging modern silhouettes with 1970s color and vintage quirks. Signature items include the “Novogratz x Target” retro refrigerator collection, brass “Heron” floor lamp, and reversible velvet “Brittany” sleeper sofa that folds into a chaise or bed. Core buyers are 25-45-year-old design enthusiasts who rent or own small urban spaces, follow the couple’s TV shows and Instagram, and want curated looks without hiring a designer. They value individuality, color confidence, and the story of a celebrity couple’s turnkey aesthetic over mass-market sameness. Competitors span fashion-forward online furniture boutiques and limited-edition big-box collaborations. The Novogratz differentiates through its recognizable designer personalities, frequent limited drops that refresh inventory, and cohesive styling that bundles art, furniture, and accessories into one narrative.

Design that tells your story without the designer price tag