The birth of an iconic New Zealand Brand

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.

Pillowcases to pants: Homelee's comfort revolution

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.

From local markets to stockists nationwide

While the Apartment Pant remains Homelees best seller - our brand has expanded across the fashion spectrum and now runs out of a warehouse in Sunny Nelson. Run by women, for women, Homelee always stays true to its core ethos in every thing we create: Comfort never goes out of style.

Meet the founder

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.

Homelee through the years

2000-2002

Laying the foundation

Anna Shone builds her expertise with certificates and a diploma in Visual Arts and Fashion Design.

2005

A Personal Milestone

Anna marries Patrick Shone, laying the groundwork for a future family business.

2005

The birth of a brand

Charislee, selling clothing at the Nelson Saturday Market and various markets around the country, molding into Homelee in 2014.

2008-2010

Growing family, growing inspiration

Anna and Patrick welcome three daughters: Ashlee, Holly, and Georgia.

2014

Home-Lee takes root

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.

2014

Focusing on Fashion

September: Home-Lee discontinues homeware, concentrating solely on clothing.

2015

Consolidation and expansion

Charislee merges into Home-Lee, streamlining operations. October: Production scales up with a partnership in Guangzhou, China.

2018

Retail revolution

February: Key team members join to manage wholesale and retail operations.

April 6: The flagship Homelee boutique opens in Richmond to overwhelming public response.

2019-2020

Expanding the brand family

The Goodnight Society, Rose Road and Thing Thing brands are acquired, diversifying the product range.

2021

Elevating style

March: X-Label collection launches, blending Homelee's comfort with elevated style.

2024

New Horizons

May 24: 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 Jewellery is added to the range.

Homelee employs 17 staff across various roles.