'Crazy growth': How one product created a multi-million dollar brand
Nell Diamond, CEO of Hill House, Reflects on Nap Dress Success
Nell Diamond, CEO of Hill House, reveals how her small business transformed into a global phenomenon with a single, innovative product: the Nap Dress. Introduced in 2019, the Nap Dress became a symbol of comfort and versatility during the height of the COVID-19 pandemic, capturing the spirit of a world in flux.
What began as a direct-to-consumer bedding and homeware business in 2016 took an unexpected turn into fashion with the introduction of the Nap Dress. Inspired by the smocked fabrics of the 1950s, the design reimagined nostalgic elements with a modern twist, offering universal appeal. With its adaptability to various body types and functions—whether for lounging, working, or stepping out—it resonated deeply with consumers seeking comfort and style amid uncertainty.
Our crazy growth happened from 2019 to 2020—right in the middle of quarantine and while I was pregnant with twins, Diamond told the BBC. The pandemic saw a shift in consumer priorities, and the Nap Dress quickly gained traction. Social media amplified its appeal, propelling the brand into a global movement. I could obviously see how much the business was changing internally from the sales volume, she shared. But one pivotal moment for me was working from home, sitting in my bedroom in New York City, and looking out the window to see someone walking down the street wearing one of our dresses.”
The Nap Dress now comes in over 50 designs and is a staple in closets worldwide. Its success lies not just in its aesthetic but also in its adaptability. Customers embraced the dress for its ability to transition effortlessly from day to night and its enduring comfort across seasons.
Diamond credits this meteoric rise to understanding customer needs and leveraging digital platforms. By tapping into the social media zeitgeist, Hill House cultivated a devoted community around the Nap Dress, turning a single product into a lifestyle statement.
The story of the Nap Dress underscores the power of a singular, well-executed idea. It highlights how small businesses can thrive by focusing on authenticity and consumer connection. For Hill House, the Nap Dress is more than just a garment—it’s a testament to innovation and resilience in challenging times.
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