In a world awash with brands vying for consumer attention, NOOE has carved a niche that blends high design with everyday utility, crafting products that resonate with both form and function. The brand’s evolution, according to the company, has been defined not just by its aesthetics but also by a deep understanding of the way consumers interact with their personal goods.In conversation with BrandWagon Online, Piyush Suri, co-founder, NOOE, talks about the brand’s growth strategy, design philosophy, and plans for global expansion.
The company recently shot to fame upon appearing on Shark Tank India Season 4 where it secured a five crore deal, with Peyush Bansal acquiring a controlling 51% stake, positioning NOOE for expanded global reach and further development in its product lines, including bags and everyday carry items.
The company has witnessed significant growth. In FY24, its net turnover surged by 222.24%, reaching Rs 22.67 crore, up from Rs 7.03 crore in FY23. However, its net loss widened by 45.21%, from Rs 4.95 crore in FY23 to Rs 7.19 crore in FY24, according to filings accessed by Tofler.
Where it all began
For Suri, the inception of NOOE was rooted in the simple observation that the everyday objects we use—whether at work, home, or on the move—could be more than just functional. They could be experiences. As Suri puts it, “As users of well-designed products in everyday life, we believe we had a unique point-of-view on how people use and benefit from high-quality goods. We’ve built NOOE on this very understanding of product functionality and taste.”
Founded with the mission to elevate the experience of personal goods, NOOE set out to create products that people could use, enjoy, and take pride in. The company quickly gained attention for its blend of quality materials, minimalist design, and a focus on user-centric functionality. But it wasn’t just about making stylish products—it was about ensuring that form and function coexisted in perfect harmony, a philosophy that continues to set NOOE apart today.
An edge in a crowded market
In the fast-growing world of luxury and premium personal goods, NOOE differentiates itself by focusing on two key elements: design aesthetics and product functionality. “Our biggest differentiator is our design aesthetics and the functionality of the products,” explains Suri. “There are very few brands in the world that have got both form and function to the degree where we execute on. Great products have very little competition.”This dual focus on creating beautiful yet practical products has enabled NOOE to secure a loyal following, particularly among consumers who prioritize both style and utility. While many luxury brands lean heavily on either form or function, NOOE has carefully balanced both, filling a unique gap in the market.
Global ambitions and market expansion
Despite its relatively recent entry into the market, NOOE has quickly expanded beyond its home base. Currently available in nine countries, the brand’s global ambitions are clear. Suri reveals, “Yes, our goal is to be the most valuable personal goods brand in the world. We are currently available in nine countries and will continue to expand on product line and markets.” Looking ahead, the company’s strategic direction includes a more significant push into the everyday carry and bags categories, which Suri believes will be critical to the brand’s growth. With global consumer purchasing power on the rise, particularly in emerging markets like India, NOOE is positioning itself to tap into the growing appetite for affordable luxury goods.
The future of NOOE: affordable luxury and consumer experience
As NOOE moves forward, its focus will remain on scaling its product offering without losing sight of its core philosophy. “We will double down on our success of building world-class products and expand deeply in the everyday carry & bags category,” Suri added. The company’s commitment to creating products that blend ‘quiet luxury’ with functionality is particularly relevant in today’s market, where a growing number of consumers are redefining what luxury means. “The definition of luxury is becoming more quiet and functional,” Suri continued. “These two factors—growing purchasing power, especially in markets like India, and the shift towards understated luxury—will help us become a dominant brand.”
Catering to a broader luxury segment
While NOOE’s product offerings span several categories—including stationery, bags, and desk essentials—the company’s focus is clear: catering to the ‘bridge-to-luxury’ segment. This emerging market segment, which sits between traditional luxury and more accessible products, has seen significant growth in recent years, particularly among younger consumers with disposable income. “Our products and brand are experience-led; there is a feel-good emotion that drives purchases,” Suri explains. “We will continue to grow as long as people continue to buy for a delightful product experience.” This focus on creating an emotional connection with the consumer has been central to NOOE’s brand identity, and it shows in the growing demand for their products.