Hommey arrives in the East End
The homewares and decor store founder Justin Kestelman shares his inspiration and excitement about the brand’s new Adelaide retail store.
What inspired the creation of Hommey and how has the brand evolved since its launch?
I founded Hommey during the pandemic when I was spending more time at home and recognised a fundamental gap in the market: quality and comfort were consistently being sacrificed for either affordability or aesthetic. Drawing from my personal experience and background in consumer, marketing and fashion, I noticed that people were forced to choose between products that looked good or felt good, rarely both. This realisation sparked my vision to create cushions that were simultaneously stylish, functional and approachable.
After seeing some early success, our community wanted more from us so I set out to build more than just a homewares brand. I wanted to create a feeling that would help people feel seen, relaxed and genuinely proud of their living spaces. As a result, we expanded into robes, bedding, towels, throw – all the everyday essentials that make you feel good in your space.
How would you describe Hommey’s design philosophy and ethos? What defines the brand’s look and feel?
Our design philosophy always starts with the customer. Every piece we create is thoughtful, considered and made to last.
We draw inspiration from travel, fashion and runway shows around the world to bring a unique and elevated interpretation to soft furnishing. We have a relaxed, modern and timeless approach to everything we do. It’s about making spaces feel personal and stylish without being overworked. Colour and texture play a huge role.
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What are your best-selling or signature pieces, and why do you think customers connect with them?
We’re really grateful to have had multiple viral and best-selling products since launching Hommey. It started with our cushions, 160 variations, great quality and almost everyone in Melbourne knew us for cushions. Fast forward a couple of years and our robes became a cult favourite – they’ve now sold out more than 1o times and gone viral across social media. They’re made from heavyweight cotton towelling, ultra-absorbent and breathable, with an oversized unisex fit.
Our “Versa” reversible bedding has also been a real viral product – selling out six times this year alone. I think our ability to understand our customer, reimagine trends into timeless designs and be first to market has led to so many successful collections.
How do you approach colour, texture and seasonal collections to keep things feeling fresh while staying true to the brand?
Colour and texture are at the heart of what we do. I’m always drawn to earthy tones, rich hues and unexpected combinations that feel contemporary but timeless. We’re a Melbourne brand so, season-wise, you’ll probably still be wearing a robe in summer. We don’t really chase seasonality or trends for the sake of it – we focus on pieces that work year-round with natural fibres. Staying true to the brand means keeping a balance between versatility and intention. Everything we release needs to feel like Hommey: modern, comfortable and designed to last.
What can customers expect from the new Rundle Street East store experience?
It’s relaxed and welcoming, like walking into a modern living room – it feels more like home than a showroom.
We want people to come in, touch the fabrics, see the colours in person and really get a sense of how our pieces can fit into their lives. It’s about creating that same warmth and intention you feel with the brand online, but in a physical space you can experience.
Why did you choose Adelaide’s East End for Hommey’s next location, and how do you see it fitting within the precinct’s culture?
Adelaide has this incredible energy: it’s creative, considered and community-driven. That felt like a natural fit for Hommey. There’s a real appreciation for thoughtful brands in the East End and we wanted to be part of that conversation. It’s a place where people are building spaces they’re proud of, and we want to help them do that.
How will the in-store experience differ from (or build on) what customers might know from your online or other physical stores?
Online, we focus on creating that visual and emotional connection through our tone and imagery. In store, it’s about bringing that to life in a tangible way. You can feel the weight of a robe, see how colours layer together, get a sense of the texture and quality firsthand.
We’ve built our stores to feel consistent with the brand and are working with the same architects, In-Addition, on this new space. It’s really beautiful.
Hommey often blurs the line between comfort, design and lifestyle. How does that influence your marketing or brand collaborations?
Blurring that line isn’t a strategy, it’s just how we see the world. Home isn’t separate from how you live, it’s where life happens. So when we’re thinking about marketing or partnerships, we tap into moments. The morning coffee in your robe. Sleeping in fresh sheets. That’s the content we create, and that’s the kind of collaborations we’re drawn to with other brands.
What’s next for Hommey? Are there upcoming collections, collaborations or initiatives you’re particularly excited about?
We’ve just launched a cotton cashmere loungewear line, which I’m really excited about. The pieces are truly so, so comfortable. We’re also planning to open new stores in 2026. Retail is really exciting for us: having customers experience the brand in person, touch the fabrics, see the colours, it’s the best.
We’ve got lots of new products and collabs in the pipeline that we’re excited about but can’t share more just yet. Watch this space.
Discover Hommey at 265 Rundle Street, Adelaide.
