Building on over two decades of success in the home textile industry, Loloi is excited to announce the launch of Joon Loloi, a new direct-to-consumer home brand that offers a curated collection of over 500 designs and 3,000 SKUs in furniture, lighting, decor, art, and rugs. The brand’s online platform, joonloloi.com, is designed to provide an inspiring, easy-to-navigate shopping experience for consumers, while offering a unique, exclusive opportunity for trade professionals.

Unlike Loloi’s traditional trade-focused model, Joon Loloi is a direct-to-consumer (DTC) endeavor with no overlap in product offerings. While Loloi continues to provide a range of home decor products through its trade channels for interior designers, architects, and builders, Joon Loloi is focused entirely on meeting the needs of everyday consumers, providing high-quality, accessible products across a broad spectrum of price points.  

“Joon Loloi is a new chapter for our family,” said Cyrus Loloi, co-founder of Joon Loloi. “Our goal is to create a brand that puts high-quality design into the hands of everyday consumers—whether they’re just starting out or looking to refresh their home. We believe in democratizing design, and Joon Loloi is our commitment to offering beautiful, lasting products that work for every stage of life.”

Two pricing tiers under the new DTC ecom platform, Joon Loloi

To make home design more accessible, Joon Loloi will offer two distinct pricing tiers: one for consumers and one for trade professionals, including interior designers, architects, and builders. The trade pricing is exclusive to qualified professionals through Joon Loloi’s online trade program, giving them access to discounted prices on the full product assortment. However, unlike Loloi’s traditional business model, Joon Loloi is not intended for resale. The direct-to-consumer focus ensures that every product is available to end customers at a competitive price, while still maintaining the quality and craftsmanship Joon Loloi is known for.

A whole-home approach

Joon Loloi’s inaugural collection spans everything from furniture and lighting to art, rugs, and textiles, all designed to provide a full range of products for every room in the home. With over 500 unique designs and more than 3,000 SKUs at launch, Joon Loloi is a comprehensive home brand for the modern consumer. The brand brings together the quality Loloi is known for, while expanding into entirely new categories of home decor that reflect a timeless, contemporary aesthetic.

The collection is intentionally broad, with pieces available in a variety of price ranges to fit diverse budgets. Whether you’re investing in a hand-loomed rug made in India, or a custom-made sofa upholstered in luxurious fabrics, Joon Loloi’s products are designed to be timeless and accessible. And their offers may be indicative of how the buying habits of the general consumer are shifting with greater emphasis on customization.

Quality and ethical design

At Joon Loloi, quality is paramount. Each piece is designed with care and precision, sourced from a global network of artisans and factories that share the brand’s commitment to craftsmanship and ethical manufacturing. Many Joon Loloi textiles—including rugs and upholstery—are certified by third-party organizations like OEKO-TEX, GoodWeave, and OEKO-TEX Made In Green, ensuring the brand’s adherence to the highest ethical and environmental standards.

The name “Joon”

The name **Joon** is a Persian term of endearment, signifying affection and care. This concept is woven into every piece Joon Loloi creates, underscoring the brand’s commitment to helping people create homes that are filled with love and warmth.

Joon Loloi featured hero products

• Rosamund Sofa ($3,299) – Let us count the ways we love Rosamund. This made-to-order sofa will steal your heart, with charming wave details, a curved seat, and wraparound skirt—crafted in your choice of fabric. Rosamund steals the show naturally, grounding your space in soft romance and playful design.

• Pearce Chesterfield Swivel Chair ($2,599) – The richly colored leather and button-tufting details of Pearce chair create its classic, retro-inspired look. This swivel chair is crafted with top-grain Italian leather, a material that develops a unique, lived-in patina and only gets softer with time.

• Oakley Square Coffee Table ($1,499) – Oakley is naturally inspired, and bold—you can almost imagine it being made of found materials. Its slab marble top is stone, each unique in its markings, with a geometric pine base that speaks to inspiration rooted in Japanese architecture featuring real iron hardware. 

• Amina Rug ( $869 – $3,979) – Amina’s art lies in its simplicity—a striking, geometric design that celebrates its materials. Because Amina is handmade, no two are exactly alike, with varying hues and stitching that lend a natural, organic feel to your space. GoodWeave Certified.

• Merida Mirror ($399) –  Handcrafted and hand painted by artisans in India. This mirror’s curves are crafted to echo the shapes that coral and shells takes, made from resin fiberglass. No two are exactly alike, each unique in its handmade details.

More about Joon Loloi

Joon Loloi is a second-generation, family-owned home brand offering a broad assortment of high-quality furniture, decor, lighting, art, and textiles designed to help consumers create beautiful, personalized spaces. Born from the 20+ year legacy of Loloi Rugs, Joon Loloi builds on the family’s expertise in home design while expanding into entirely new product categories. The brand offers two distinct pricing tiers, one for consumers and one for trade professionals, with no crossover in products or pricing with Loloi’s traditional trade-focused business model.
For more information or to shop the full collection, visit www.joonloloi.com.