How Hill House’s “Nap Dress” Turned a Small Startup into a $150 Million Global Brand
New York — At the height of the Covid-19 pandemic, a simple, smocked cotton dress known as the Nap Dress became an unexpected global sensation — and catapulted Hill House Home, a small lifestyle startup, into a $150 million fashion powerhouse.
Founded in 2016 by Nell Diamond, Hill House began as a direct-to-consumer home and bedding brand. But in 2019, Diamond introduced the Nap Dress — a design inspired by 1950s smocking and modern comfort — that resonated deeply with consumers seeking both style and ease during lockdown.
The dress quickly went viral on social media, symbolizing comfort, femininity, and flexibility. “Our crazy growth happened right in the middle of quarantine while I was pregnant with twins,” Diamond told the BBC. “Seeing someone walk down the street in our dress for the first time was surreal.”
Since then, Hill House has sold over one million Nap Dresses, launched more than 50 styles, and expanded into outerwear, swimwear, and five U.S. retail stores, including in New York and Charleston. The company also partners with retailers such as Shopbop and Saks Fifth Avenue.
The road to success wasn’t without obstacles. Diamond faced pandemic supply chain disruptions, factory closures, and shipping delays. But instead of hiding these setbacks, she shared them openly with customers — a move that strengthened brand loyalty. “People loved the transparency and humanity behind the products,” she said.
Today, Hill House employs around 80 people and continues to grow beyond its original homeware roots. Diamond, who once worked in finance before pursuing fashion, credits her success to staying focused on customers rather than trends.
“Fashion can be noisy,” she said. “You have to tune out the comparison game and focus on what truly serves your customer.”
With continued category expansion and a loyal following, Hill House’s story reflects how a single, thoughtfully designed product can transform a small startup into a global lifestyle brand — one comfortable dress at a time.
