Inside NOOE’s Play To Build Accessible Luxury Personal Goods Brand From India

“This desk of mine is one at which a man may die, but from which he cannot resign.” Eisenhower famously remarked. Whether or not he meant the desk that saw wartime decisions is irrelevant — the line captures a universal truth. Our desks quietly become the centre of our work lives, shaped by the objects we place on them and the rhythm of our daily rituals.

NOOE spotted a business opportunity in this relationship with the workspace. And as India emerges as a key player in the luxury landscape, with sales projected to reach INR 1,06,129 Cr ($12.1 Bn) by the end of this year,  the idea of premium desk essentials found the perfect moment to take root.

The D2C brand aims for annual recurring revenue (ARR) of INR 100 Cr in the next three years from designing and making luxury desk accessories and productivity essentials for the modern-day work environment.  

NOOE’s catalogue spans three core categories — Writing & Accessories (Bento Jot, pens, journals), Workspace Tools (desk rugs, mouse rugs, keyboard rests, phone stands), and Carry Products (wallets, laptop sleeves, bags). Its design philosophy blends the warmth of Scandinavian aesthetics with the minimalism of Japanese restraint, expressed through Indian craftsmanship. The Japandi style — a fusion of simplicity, functionality and natural materials — sits at the heart of NOOE’s identity.

Instead of generic, mass-produced items, NOOE focuses on products for tastemakers such as founders, designers, tech professionals, architects and writers, who see their workplace as a reflection of their identity. 

“Everything in the NOOE catalogue is designed to be purposeful, quiet, and uncluttered,” said Piyush Suri, who had conjured up the concept jointly with Neetica Pande. “This emphasis on conscious quality is reflected in the materials and manufacturing. All products are made using premium materials like walnut, black oak, space-grade aluminium and eco-friendly thermo poly leather.” 

NOOE generates revenue through D2C online sales in India and overseas, corporate gifting, and selective retail partnerships, with a long-term plan to build a global hybrid distribution model. The brand already derives 20–25% of its revenue from markets like the US, UK, EU and the Middle East. 

Crafting Global Quality Standards 

The concept of NOOE stemmed from a simple disappointment: the lack of beautifully designed, everyday tools that matched the evolving landscape of the modern-day workplace. As the world adopted hybrid patterns, creativity became a core professional currency. The idea germinated in Delhi and bloomed in Copenhagen, where the founders learned the lessons in restraint, simplicity and material honesty.

“NOOE’s identity, therefore, is less about geography and more about philosophy,” said Suri. The cofounders, whose combined backgrounds shaped the brand’s vision, merged global design ideals with Indian execution.

If Suri had the expertise earned from working with global businesses and a decade of studying the psychology of workplace culture and creativity, then Pande brought deep experience in product design and material research, honed at premium design studios in Denmark. This brought the brand’s vision to life. 

Creating precision-built modular products using temperamental natural materials like solid oak and walnut. These materials, Suri said, behave like living organisms, expanding and contracting with the climate. 

This hurdle was overcome by an obsessive approach to production, which involved multiple rounds of prototyping, CNC machining upgrades, moisture testing and critical close collaboration with specialised artisans who understand wood movement.

The production process includes multi-stage prototyping, CNC precision cutting, hand-finishing by artisans and triple-layer quality checks that ensure that the final product feels humane, yet perfect.

NOOE has incorporated sustainability into its product DNA, using FSC-certified solid wood, recyclable aluminium and minimal, plastic-feel packaging. Many of its manufacturing units adhere to global best practices in waste management and sourcing. 

The company’s product distribution strategy is curated to match its premium positioning. NOOE reaches its audience primarily through design-led storytelling, Instagram and word-of-mouth, cultivating a loyal community that appreciates crafted objects. Their physical retail footprint is equally prestigious, with presence in global luxury stores such as Harrods, Neiman Marcus, The Collective, Takashimaya and more.  

The efforts paid off as NOOE’s monthly revenue soared fourfold in October from a year back and firmed up its target of ending the year with a 2.5 times growth. The company’s repurchase rate is 34% for a 12-month window, with the average order value of INR 7,500. The company has been profitable from the first order itself.

Mapping The Next Frontier

India is one of the fastest-growing markets for luxury products with a 10% annual growth rate, with the markets in the UAE and South Africa in the same league. 

A rising affluent class, increasing urbanisation, and a growing appetite for premium, experience-led goods are driving demand for luxury products, creating space for niche players like NOOE that define new markers of status. 

While the luxury goods market is resilient, valued at $1.5 Tn globally, it presents a challenge for new entrants. The preference for physical interaction – physical stores account for 81% of personal luxury sales – necessitates a hybrid model that blends online D2C with selective retail partnerships.      

Since 2022, the D2C brand has grown from a single product set to a multi-category brand, expanding its manufacturing ecosystem in India and achieving 2.5-fold revenue growth in FY25. The launch of wallets and sleeves quickly became new bestsellers, reflecting the brand’s ability to translate its design ethos across categories. 

Looking ahead, NOOE is focussed on scaling its ambition with plans to launch more than 50 SKUs across stationery and carry products, strategically enter global retail in a highly selective manner and strengthen its supply chain to reduce production timelines. Expanding corporate gifting and building out the Creative Ecstasy brand storytelling engine will be key priorities in the next six to 12 months.

In the long run, the goal is to become the leading accessible-luxury workspace and carry a brand originating from India. This will involve establishing robust global distribution in 4-5 major markets, creating a signature bag line to scale internationally and reaching an annual revenue of INR 350-600 Cr. Ultimately, NOOE aims to establish itself as a creative lifestyle brand for the new generation, moving into experiential retail and global collaborations. 

NOOE operates in a hybrid category, carving out a niche among established players such as Nappa Dori, which primarily sells bags and stationery, including organisers, notepads, and pouches, and Da Milano, which focuses on premium leather bags. Both Nappa Dori and Da Milano are at the premium end of the market, with bags typically ranging from INR 15,000 to 30,000. 

NOOE’s differentiation is clear. It fuses Scandinavian-Japanese design language with the craft of Indian manufacturing, applying it consistently across desk accessories and carry goods. Unlike competitors, NOOE prioritises material honesty and traditional hand-finishing, offering products typically priced in the accessible luxury range of INR 7,000 to 14,000.

“Our goal was never to create things faster or cheaper, but to create them better,” said Suri. “The modern professional doesn’t just buy a desk accessory; they invest in a tool that elevates their thought process and complements work aesthetics. We’re building a luxury toolkit for creative life.”

In an ecosystem where luxury is increasingly defined by consciousness and character, NOOE’s precision-focused approach and design language position it to capture a share of the global accessible-luxury market. By combining global design ideals with India’s craftsmanship, the company is defining a new benchmark for performance-driven luxury essentials. 

The next phase for NOOE will be closely watched as it expands its footprint and scales its operations to meet international demand, testing whether a global-first design language, rooted in Indian production, can successfully challenge and redefine what luxury means in the modern-day workspace.