Hill House turns viral Nap Dress into profitable store expansion

Williams-Sonoma, Inc. moved Hill House deeper into physical retail on June 22, pairing the Nap Dress label with a broad homewares collaboration that spans Williams Sonoma and Williams Sonoma Home. The collection covers dinnerware, kitchen textiles, bedding, entertaining essentials, furniture and decorative accents, and it arrived as Hill House kept adding stores and posting profitable double-digit sales growth.

Hill House Home began in 2016, when Nell Diamond launched the business with bedding and later expanded into bath, baby, accessories and apparel. The Nap Dress debuted in 2019 and became the brand’s signature piece, turning Hill House from a niche lifestyle label into a company with enough momentum to push beyond digital sales alone. Hill House now describes itself as a digital-first lifestyle brand built around everyday rituals, a positioning that has helped it stretch from home to wardrobe without losing a clear point of view.

The numbers behind that growth are notable. A Yale School of Management profile said Hill House closed a $20 million Series B funding round and opened its third permanent brick-and-mortar store in Palm Beach, Florida, in January. Business of Fashion later said the company had reached $110 million and was generating profitable double-digit sales growth. Hill House’s store locator lists locations in Nantucket, Rockefeller Center in New York City, Charleston, Dallas and Palm Beach, while a separate report said a Buckhead Village store in Atlanta was expected to become the brand’s fifth location in early 2026. The brand’s Palm Beach store has also been described as one of eight Hill House stores in the country, including a seasonal pop-up in Naples.

The Williams Sonoma launch showed how Hill House is using more than its own stores to stay in front of customers. Williams Sonoma planned a June 24 event at its Columbus Circle store in New York City to celebrate the collaboration, giving shoppers a chance to see the collection in person. That mix of product, partnership and store traffic is the part Lululemon employees should watch closely: it shows how a single viral item can become a retail strategy only when the brand can keep converting attention into repeat visits, new categories and reasons to come back.

For lululemon, which says market expansion remains a growth pillar and that it now has a presence in more than 30 markets worldwide, Hill House is a reminder that physical stores still matter when they are doing more than ringing up sales. They have to carry brand story, discovery and community, because the brands winning premium shoppers are the ones that can turn online buzz into an experience people want to step into.