A Dress That Redefined Comfort and Style
When Nell Diamond founded Hill House Home in 2016, her focus was on home goods—bedding, pillows, and sleepwear. But in 2019, one product changed everything: the Nap Dress. A modern take on vintage smocked designs, it was effortless, comfortable, and elegant enough for any occasion.
At first, the dress was just another addition to the brand’s lineup. But when the Covid-19 pandemic hit, it became a symbol of both comfort and versatility. People stuck at home wanted clothing that was stylish yet easy to wear, and the Nap Dress fit the bill perfectly. As social media buzz grew, demand soared, turning a single product into a cultural movement.
Viral Growth and a Multi-Million Dollar Business
The turning point came in 2020 when Hill House Home saw a massive surge in sales. "I could see the numbers growing, but the moment it really hit me was when I looked out my window in New York City and saw a stranger wearing our dress," Diamond recalls.
By 2021, the brand had sold over a million Nap Dresses, expanded into new categories like outerwear and swimwear, and opened five retail locations across the U.S., including in New York and Charleston. Today, Hill House is valued at approximately $150 million and continues to grow beyond expectations.
The Secret Behind the Nap Dress’s Success
So what makes the Nap Dress so special? According to Diamond, it’s all about the fit and versatility. The signature smocking stretches to accommodate different body shapes and sizes, making it a favorite for women at all stages of life—including pregnancy.
“We didn’t invent smocking,” she explains, “but we perfected it in a way that feels modern and timeless at the same time. Our customers love how it moves with them throughout the day.”
Challenges and Lessons in Scaling a Business
Of course, rapid success comes with its own set of challenges. Hill House Home had to navigate global supply chain disruptions, scale production, and manage surging demand. "There were times when shipping delays threw off entire product drops," Diamond says. "But we were transparent with our customers, and they appreciated the honesty."
That transparency, she believes, is one of the reasons Hill House has built such a loyal following. Instead of feeling like just another brand, customers feel connected to the company’s journey.
