Anna Shone's journey into the world of fashion began with a spark of creativity and a candlewick bedspread. This humble start would eventually lead to the creation of Homelee, a beloved New Zealand fashion brand that has captured the hearts of comfort-seekers nationwide.
Homelee began its journey in 2014, offering a range of cozy home products including pillowcases, cushions, and tea towels. Anna Shone's passion for comfort and style soon led her to expand the brand's offerings, introducing a line of loungewear that would change the course of Homelee's future.
The pivotal moment came with the creation of the Apartment Pant - a unique design featuring a comfortable drop crotch and a distinctive "X" emblem. Inspired by relaxed living, this signature piece quickly became a bestseller, propelling Homelee from local markets to over 120 stores nationwide. The Apartment Pant embodies Homelee's ethos: comfort never goes out of style.
Homelee has expanded from the original Apartment Pant to a wide range of dresses, tops, and bottoms, while staying true to its core ethos: comfort never goes out of style. The Apartment Pant remains the brand's best seller—perfect for running errands or relaxing.
Homelee's growth has led to the creation of The Shone Group, a family of brands that share a commitment to quality and style. Under the leadership of Anna and Patrick Shone, the group has expanded to include Thing Thing, Rose Road, The Goodnight Society, Pop Factory and Other Things. Each brand brings its own unique character to the group, complementing Homelee's ethos of comfort and style. From trendy streetwear to playful sleepwear, vibrant children's clothing and accessories, The Shone Group offers a diverse range of fashion options for every aspect of modern life.
Anna Shone is the creative force behind Homelee. With a background in visual arts and fashion design, Anna's entrepreneurial spirit led her from crafting unique pieces at local markets to founding a nationally recognized brand. Together with her husband Patrick, Anna has grown Homelee from a small home-based business into a thriving family of brands. Her passion for comfort and style, combined with an intuitive understanding of what women want to wear, continues to drive Homelee's innovation and success. As a mother of three, Anna infuses her designs with practical elegance, creating clothing that seamlessly fits into the lives of busy, style-conscious individuals across New Zealand.
Anna Shone builds her expertise with certificates and a diploma in Visual Arts and Fashion Design.
Charislee, selling clothing at the Nelson Saturday Market and various markets around the country.
Anna marries Patrick Shone, laying the groundwork for a future family business.
Anna and Patrick welcome three daughters: Ashlee, Holly, and Georgia.
Home-Lee is established, offering home products and loungewear. March: The iconic Apartment Pant is designed, inspired by lazy days in Anna's parents' holiday apartment.
September: Home-Lee discontinues homeware, concentrating solely on clothing.
Charislee merges into Home-Lee, streamlining operations. October: Production scales up with a partnership in Guangzhou, China.
February: Key team members join to manage wholesale and retail operations.
April 6: The flagship Homelee boutique opens to overwhelming public response.
The Goodnight Society and Thing Thing brands are acquired, diversifying the product range.
March: X-Label collection launches, blending Homelee's comfort with elevated style.
May 24: Rebranded as Homelee. Apartment 12 opens in Richmond Mall.
August 24: Pop Factory a kidswear brand is accquired and Anna is a co-owner with her sister.
October 24: Other Things born.
Homelee employs 17 staff across various roles.