How One Dress Sparked a Multi-Million Dollar Brand

When Nell Diamond, CEO of Hill House Home, launched her business in 2016, she probably never imagined that one simple product could catapult her company into a global sensation. 

But that’s exactly what happened when Hill House’s Nap Dress took off during the pandemic.

What began as a home goods brand quickly turned into a fashion hit, with one dress becoming a symbol of comfort, versatility, and the importance of slowing down in a busy world.

Launched in 2019, the Nap Dress was a fresh take on the smocked styles of the ’50s, offering a design that moved with your body—making it perfect for any stage of life.

From quarantine living rooms to post-pandemic life, the dress quickly went viral, becoming a staple in closets around the world. With more than 50 variations now, it’s easy to see why.

“The crazy growth happened between 2019 and 2020,” Diamond says. “I could see the business changing by the numbers, but it hit me when I was working from home in my New York City apartment and saw someone walking down the street wearing one of our dresses.” 

That was the moment Hill House went from a small business to a cultural phenomenon.

In the years since, the company has moved more than a million Nap Dresses, expanded into other categories like swim and outerwear, and opened retail locations in New York, Charleston, and beyond. Hill House has also grown its presence with big-name retailers like Shopbop and Saks, with a valuation nearing $150 million.

But the journey hasn’t been without its hurdles, especially navigating supply chain issues and scaling up operations during the pandemic.

RELATED: Dubai Billionaire Invests $20 Billion in U.S. Data Centers

Despite these challenges, Hill House’s story proves how important it is to stay adaptable, build strong customer relationships, and stay true to what sets your brand apart. “We’ve had the biggest year in company history,” says Diamond, “and the business has continued to grow past even our optimistic plans.”

Diamond’s journey into fashion wasn’t a straight line. Although she started in finance, her love for retail soon took center stage. “I realized that my guilty pleasure—loving fashion—could turn into a career,” she says.

Fast-forward to today, Diamond is leading everything from growth strategy to creative direction at Hill House Home.

In an interview with the BBC, Diamond shared how she took one simple idea at business school and created a fully-fledged company, overcoming any obstacles that have come her way, and how she’s ensuring that Hill House will remain relevant in an ever-changing market.

For Diamond, the magic formula is just paying attention to her core customer. “It’s easy to get caught up in trends, but our goal is to build pieces that last and make our customers feel great.”

As Hill House Home continues to grow, Diamond would tell other founders one thing: “Keep your blinders on. Tune out the noise; focus on what you’re doing, and make that the best it can be.” It is this razor-sharp focus, combined with being in tune with her customers, that has made Hill House more of a movement than a business.