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E-Commerce, Retail

Loloi Brothers Launch E-Comm Home Brand, Joon Loloi

Founded by Cyrus and Steven Loloi, Joon Loloi is a new online retailer offering its own branded rugs, furniture, lighting, décor and more direct to consumers.

Carol Tisch
12/10/2024
Cyrus and Steven Loloi in vignette featuring Joon Loloi home goods
Cyrus and Steven Loloi, founders of Joon Loloi, and principals of Loloi Rugs, announce the unveiling of their new
direct to consumer e-commerce site.

DALLAS – Joon Loloi, a second-generation cross-category home brand selling direct to consumers online, officially launches today Dec. 10, 2024, with over 500 products and 3,000 SKUs including rugs, furniture, lighting, décor, art and more.

Founded by brothers Cyrus and Steven Loloi, the new retail brand expands from a foundation in rugs and textiles which their father Amir Loloi established when he founded Loloi Rugs more than 20 years ago.


Crafted of wool, Amina is among the higher-end rugs offered on Joon Loloi with a retail of $1,619 in 8x10.

“Joon is a Persian term of endearment—an expression of affection and care for others that permeates the spirit of our new brand and reflects our family’s heritage,” explained Loloi, principal Cyrus Loloi, at a virtual press conference on Dec. 4, 2024.

“We are leveraging decades of expertise in design, manufacturing, production and partnerships to fill a void we’ve identified in the home category for high value goods at every price point. We’re Incredibly excited to bring a player into the industry that is new yet has the Loloi heritage."


Joon Loloi's Dunbar rug, hand-loomed of mostly wool, offers strong value with an 8x10 priced at $860.

“We call it a 20-year startup,” Loloi said, noting that Joon Loloi's inaugural collection was two years in the making, during which time the team focused on creating unique rugs and textiles, and on building relationships with factories and artisans from Viet Nam to India to Texas. The company also found partners in Ohio who produce made-to-order furniture with upholstery options unique to Joon Loloi.

RETAIL SALES STRATEGY

Joon Loloi is described as a comprehensive vision of home offering an entirely new assortment of quality products for every stage of life and every budget. The site (joonloloi.com), Loloi said, is designed so that online discovery is effortless.

Unlike Loloi Rugs, Joon Loloi is not available to customers who want to retail the products in physical stores or online retailers. There is only one tier of trade pricing and it is exclusive to interior designers, architects and contract and hospitality buyers.

Asked whether Joon Loloi would be opening brick and mortar stores in the future, Loloi said, “For now we are going to walk before we run. I feel like we are running already, so it will just be an online retail business for now. But I never thought we would do this, so never say never.”

RUGS ARE THE FOUNDATION


Joon Loloi introduces a range of washable rugs offering strong value and fashion-driven designs. Shown, Paola

Rooted in Loloi's textile expertise, Joon Loloi offers exclusive, original designs from hand-knotted rugs to signature CloudPile, machine-washable rugs. Cyrus Loloi explained that rugs are not just the foundation of a space, but also the foundation of Joon Loloi.

At the press conference the Amina Rug ($869 - $3,979) and the Dunbar Rug ($359 - $2,139) were among those singled out to illustrate the diversity of area rug offerings. “The Amina wool rug is among the higher-end rugs we are offering. With a retail of $1,619 in 8x10, it is GoodWeave certified with a geometric design."

With its on-point brown colorway, Loloi said the Dunbar Rug is emblematic of how fresh and current Joon Loloi is, while also speaking to value. “An 8x10 is $860 – so we are really offering strong value for a hand-loomed rug made predominately of wool. It doesn’t mean that all of our products are ‘inexpensive’, but for what it is, we’re offering great value to the customer."

Loloi also pointed to the Paola washable rug as representative of, “a really strong value that we are well positioned to offer given our status in the rug industry. I’m excited about Joon Loloi for a number of reasons, but in particular this washable rug category. The way we’ve designed this product is symbolic of Loloi’s incredible design DNA -- our ability to understand color and design the industry is looking for along with value. A 7’6’ - 9’x6” retails at $259.

PRODUCT OVERVIEW


Joon Loloi's Latika rug features an on point updated plaid motif in a trend forward earthy palette.

Loloi said that all products on the Joon Loloi website are entirely new. “They are all exclusive to Joon Loloi .com. We did not bring any of our existing assortment over from Loloi. The lines are purely mutually exclusive.”

The launch includes 10 categories of furniture, focusing now on entryway and living room spaces. Furniture offerings include case goods, accent furniture, and a strong showing in upholstery, including chairs, settees, sofas and sectionals, in made to order and ready to ship programs.

The brand will expand into dining room by spring 2025 with a full complement of dining tables, chairs, and bar stools by fall. For 2026, bedroom furniture will be added, as well as top of bed comforters and duvets. And during the next two years, the company will continue to expand all the furniture categories in the initial launch.

“Loloi said that in January, Joon will unveil its first designer collaboration with more partnerships planned. “All I can say for now is we are incredibly excited to work with some very talented designers and brands that are entirely new. We aren’t planning on bringing over any license partners from our existing Loloi roster.”

In the lighting category, 30 designs will be presented on the site, covering table and floor lamps, ceiling fixtures and sconces.

Another important category is wall art. Joon Loloi's art collection is a mix of designs made in-house, and sourced from local American artists, among them Tyler Guinn (Texas), Karen Covey (Massachusetts), and Aileen Fitzgerald (Texas). “So, when we say ‘by Joon Loloi’ we are not just white labeling it: we’re bringing in fresh, new product to the market. And we will have more exciting new art like this coming out in the future,” Like upholstery, wall art is a made to order categories, with different options for frame colors and sizes. Art is assembled and shipped from Texas in 4 to 6 weeks.

DESIGN & SOURCING


Joon Loloi launches the Yvette printed rug that emulates the look of a vintage hand-knotted rug.

“Our team and I have traveled to different cordons of the world, really trying to source the best products we could find,” Loloi said. “What is difficult, but what we hope to achieve with Joon Loloi is to convey this idea that home is a feeling, not just an amalgamation of individual products.”

Loloi’s strategy to achieve this goal is storytelling in merchandising and marketing, and one novel example is a coffee table book to be sold on the Joon Loloi website as well as bookstores. “We decided to document a journey we took to Jaipur and Varanasi, and present it in a book, showing not just the product but looking and feeling aspirational in quality, and also illustrating how we are building and representing this brand. We are heavier on storytelling than some of the other legacy brands.

“This book is out of the box. It is the only item that Joon Loloi will distribute more broadly to other retailers, just to help get the name out and build that heritage image we’re seeking of craft and lifestyle brand,” Loloi said.

 
A sampling of the range of area rugs, furniture, accent pieces, upholstery, wall art, lighting and decorative accessories
found on JoonLoloi.com.

Below is a selection of products featured above:

• Elena Sofa ($2,799) - Elena is a retro-inspired take on a club-chair silhouette, with high, flared arms and a super-soft cushion that beckons relaxation. Shown in Luxe Olive

• Rosamund Sofa ($3,299) - This made-to-order sofa features 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.

• Camdyn Settee ($1,999-$2,199) - Camdyn’s romantic curved-back settee is a great fit for small spaces.

• Pearce Chesterfield Swivel Chair ($2,599) - Offering richly colored leather and button-tufting details, the Pearce chair us a 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.

• Heston Sling Chair ($1,699) - Combining Italian leather and ash wood, Heston is inspired by the 70s-era design. Can be paired with the Heston Ottoman. Heston is made with a sling back and slope arm, crafted of leather and ash wood.

• Maelle Rectangle Coffee Table ($1,999) - Crafted of light oak, this coffee table is rich in the unique characteristics of natural reclaimed French oak wood—so no two are alike. Bold joinery accents make this timeless piece stand out.

• Oakley Square Coffee Table ($1,499) - Oakley is naturally inspired slab marble top crafted of stone, each unique in its markings, with a geometric pine base that speaks to inspiration rooted in Japanese architecture featuring real iron hardware.

• Bristol Wall Sconce ($158) - This wall sconce is made of steel with a cylindrical shade and squiggle arm — a whimsical detail.

• Lucienne Pendant Light ($1,090) - Aged brass, with raised details and a looped chain that adds a layer of vintage charm.

• Orana Burl Wood Table Lamp ($349) - Orana is crafted with a tapered burl-wood base—each unique in its natural-wood characteristics. Its linen shade adds softness to its form.

• Mora Throw ($119) - The grandma quilt got an update. This throw blanket brings together florals, plaids, and plenty of deep blue hues - featuring hand-stitched details all rendered on a cotton-linen blend.

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

• Virgo EcoMix Vase ($89-$129) - Virgo is handcrafted by artisans in India using EcoMix, a recycled-paper material that creates a storied, antique feel. Its shape feels classical, its fluted sides and scalloped rim reminiscent of Greco-Roman influences.

• Brina Pillow ($29) - Brina is woven in Varanasi with a traditionally inspired design. This throw pillow is rich in floral imagery, a celebration of life woven in rich browns.
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