Introducing Laine

The beginning

If you have landed up here, you are probably a little curious as to why we’ve decided to rebrand. Change is never easy, and it wasn’t something we took lightly. In saying that, we’ve never been one to shy away from a challenge!

We initially began our homeware journey in 2020, during the turbulent landscape of COVID-19. Our partner company, luggage.co.nz, had been significantly rocked. Travel was non-existent, planes weren’t flying, and our business was at a standstill. Faced with the realities of this new world, tough decisions had to be made. With our amazing team, we knew we could pivot and apply our collective knowledge to something new.

This is how Homeware Online (now Laine) came to be. We were able to leverage our existing suppliers and acquire some of New Zealand’s top homeware brands like Brabantia, Essteele, Circulon and Umbra, which gave us a solid foundation to launch our website. We have continued to build on this, helping people find their dream products and feel happy in their homes.

How Laine was born

As great as this journey had been, we found ourselves craving a greater sense of identity. Having been born out of difficult times, we wanted to find a name that embodied this. The name “Laine” couldn’t have been more perfect.

Laine is Finnish and Estonian for “wave”, which resonated with us for a few reasons. Despite the difficulties we faced, we were able to ride the wave as a team and come out the other side better than ever. The seas were rough during the height of COVID 19 but, thankfully, we learnt how to surf.

We are now proud to call ourselves Laine and are excited to share our story with you all. Without you, our amazing customers, we wouldn’t have been able to get to where we are today. So thank you- for helping us build our brand from the ground up.

Where we plan to go

We have big plans – with our rebranding being only the beginning. We hope to become your favourite homeware store, offering the widest range of brands and products of the highest quality.

We appreciate you all riding the wave with us so far and hope that you will continue this journey with us!