by The company invited customers to its annual HQ Market in late September, where they got a look at what the full-line resource has in store
VANCOUVER, Canada — Moe’s Home Collection brought a select group of interior designers and customers to its headquarters here for them to get a first look at new products for 2026 and the launch of its latest direct-to-consumer brand, Hetta. The preview, held during the company’s annual HQ Market in late September, allowed the company to meet directly with key accounts and influencers.
“We serve such different customers,” said Maura Dineen, creative director, Moe’s Home Collection. “We serve West Elm, we serve Anthropologie, we serve Lulu and Georgia and other retailers, and then we also work with a lot of designers — we are quite diverse.”
That channel diversity recently expanded with the company’s second direct-to-consumer brand, Hetta. The venture follows Moe’s first DTC offering, the modern furnishings brand Sundays, which was founded in 2019 by Moe’s co-CEOs Moe Samieian Jr. and Sara Samieian, along with Barbora Samieian and product designer Noah Morse of Untitled Design Agency.
Hetta — which also was created by the quartet behind Sundays — offers a more timeless, nostalgic aesthetic than its sister brands, primarily driven by Morse’s design perspective.
“With Sundays, the collection is very curated,” Morse said. “With Hetta, we wanted to work with different woods and finishes — we wanted to do some different pieces.”
Morse said he drew inspiration for Hetta’s initial collections — which include more than 60 products priced from $250 to $9,790 — from his upbringing by two designer parents.
“There’s a spindle dining table where I found the sketch that my dad drew,” Morse said. “He drew just the leg detail and sent it off to his brother back in the ’70s to make a table. And then I found it and was able to re-create the table. So there are little stories in the designs.”
Morse said Hetta’s pieces are designed with classic lines and techniques such as in-turned legs, bobbin detailing, traditional joinery and wire-brushed solid wood to give them an heirloom quality. And while he loves designing the modern looks of Sundays, Morse said Hetta allows him to put his own spin on classic furniture motifs.
“I have 18th-century ladder-back chairs that are obviously antiques, and I’ve always wanted to do my version of a ladder-back chair,” Morse said. “And those types of things didn’t work with Sundays, so Hetta was born of that desire.”
Morse said his business partners from Moe’s and Sundays shared that vision, and their established production and logistical capabilities made expanding with another brand more feasible.
“We have the means to do it because we basically have all the infrastructure with Sundays — the logistics, the suppliers, the partners — all that is already in place to add another brand,” Morse said. “Other than getting the product out there, the rest of it was fairly in place.”
In addition to selling via its website, Hetta also opened a brick-and-mortar outlet in New York City, located downstairs from sister brand Sundays. Sundays also operates stores in Canada, in Vancouver, Toronto and Calgary, as well as Culver City, California, and another location set to open this winter in nearby Pasadena. Like Moe’s, both Hetta and Sundays also offer a trade program that offers interior designers exclusive pricing and perks such as concierge service.
As Hetta continues to grow, Morse said he looks forward to the design possibilities it presents, and he’s excited to get back to his roots as a designer and a Canadian.
“I really want to explore a whole different design aesthetic, which is based in the past — kind of an ode to traditional furniture while also veering into modern because I grew up in both ways,” he said. “My parents were designers and I grew up in a home that had very modern pieces mixed in with Canadian antiques and country furniture. And I grew up on the Gulf Islands where we had a cottage, and it was very much like that cottage vibe — it was a big mix.
