Caramel-colored solid oak furniture with traditional joinery and a wire-brushed finish. Table legs with homages to 1700s bobbin furniture and antique spindles. Plush couches with sumptuous, tobacco-colored leather. You can find all of these pieces at Hetta, the just-launched furniture brand from the minds behind modern furniture favorite Sundays.
With a commitment to premium materials and build quality that you can usually only find at an antique store, Hetta designs timeless furniture inspired by family, home, and warmth that’s meant to last for generations — true modern-day heirlooms that you can’t find anywhere else.
We connected with Barbora Samieian about her new furniture brand, Hetta, launching with over 60 pieces from $340 to $9,790. In our conversation about her fourth business, she shares designing furniture based on nostalgic childhood memories, practical details like inturned legs and built-in storage, and the process of crafting pieces that are made to last. Read on for more on Hetta, including standout pieces from the brand’s launch.
Inspired by Sundays’ success, with a story that’s all its own
Hetta
Along with her business partners (and close friends), Samieian cofounded Sundays in 2019. “Sundays was always a very tightly curated collection with that feeling of an easy Sunday morning,” Samieian said. The brand’s furniture is West Coast-inspired: stylishly modern with functional flourishes.
While Sundays’ success certainly inspired Hetta’s founding, Hetta is entirely unique. When asked how Sundays influenced Hetta’s launch, Samieian said, “It’s our amazing in-house design team, our merchandising strategy, and what we’ve learned about community, building both online and in our stores. We took a lot of those learnings as we were designing this new brand.”
Every detail of Hetta, right down to the name, is chosen with intentionality and care. The name “Hetta” comes from the French name Etta, meaning keeper of the hearth, grounded by the letter “H” to represent home. “Hetta is a celebration of the heart and home, and the keeper of the hearth, Etta, really speaks to that,” Samieian said.
The furniture pays homage to nostalgic childhood memories and vintage design, with a modern twist
The designers drew inspiration from their own homes and childhood memories. The Hillside Dining Chair calls back to a third-generation antique chair from cofounder Noah Morse’s childhood home. Similarly, Samieian included her own childhood memories from a 300-year-old family cottage in Slovakia with the Range Dining Room table. “There’s something about a dining table, having a big family, that’s a source of joy in my own home. Hopefully, that’s something our customers are invested in as well,” Samieian said.
Hetta
The nostalgic, homey feeling doesn’t just come from the design inspiration itself, though: the designers prioritized rustic details and materials from generations past, like bobbin detailing, inturned legs, wire-brushed solid wood, and traditional joinery. Each detail was meticulously chosen to create timeless, long-lasting furniture that can turn into heirlooms passed on to future generations.
Deputy executive editor, Lauren Savoie, who wrote our Sundays Movie Nights Sofa review, also tried a side table from Hetta. The longevity of the piece immediately stood out to her. “I was honestly not expecting to be bowled over by a side table, but Hetta’s really surprised me,” Savoie said. “In a world of flat-pack, particle-board furniture, I was super impressed by the heftiness of this solid wood piece. I can definitely see what they mean about the furniture having the potential to be passed down; it has the quality of a vintage piece, and it’s rare to find modern brands making furniture this hearty these days.”
While most of the furniture leans rustic and vintage in design, there are plenty of modern details, too, including a special focus on storage furniture with hydraulic storage beds and benches. “We’ve really noticed that customers want to get the most out of their pieces,” Samieian said. “A lot of spaces in bigger cities like New York and Vancouver are getting smaller, so it’s really just taking what makes a beautifully designed piece, and considering how we can make it even more functional for our audience.”
Savoie echoed that multi-functionality in reviewing the Hetta Side Table. “One of the things I like most about it is that it can be a side table, a pedestal, or a stool. Every item I bring into my tiny 500-square-foot apartment needs to serve multiple purposes, and I really love that this piece can serve as seating, storage, and decor,” Savoie said.
Hetta
Whether it’s a storage bed or a solid wood end table, Samieian hopes that consumers can layer Hetta furniture with their favorite pieces, creating a look and feel that feels true to them. “With social media, a lot of spaces can kind of start looking the same,” Samieian said. “This [collection] allows people to express themselves and make their space their own.”
Hetta cultivates an easy, enjoyable furniture shopping experience
While Hetta is a rustic brand, that doesn’t mean it doesn’t prioritize modern conveniences. Samieian shared that each Hetta piece is accompanied by free shipping and free white glove delivery for larger furniture, so buyers don’t have to worry about tedious assembly and packaging disposal.
The brand prioritizes premium materials — like solid oak and elm — but aims to maximize value. Even when a piece is an investment, Samieian said it’s intended to last for generations. “We really believe in the idea of fewer, better things. Yes, you may be investing in a piece like a dining table, but it’s really meant to last for years, and ideally, it’s actually something you can pass down to your kids,” she said. “When you think about investing in a piece that is going to last you so long, it really does make it more worthwhile, accessible, and a really great value.”
Lauren Savoie/Business Insider
Hetta is also opening a NYC showroom, just below the Sundays showroom, which is designed in partnership with Barcelona-based Colapso Studio, and will showcase pieces from the living room, dining room, and bedroom collections.
Pieces we love
Hetta Cradle Storage Bed
Designed for small spaces, Hetta’s Cradle Storage Bed hides hydraulic storage in an invitingly curved bed frame.
Hetta Side Table
Hetta’s side table is a signature piece of the launch, with a shape reminiscent of the brand’s letter “H.” It’s made of solid oak with a wire-brushed finish for a textured look.
Hetta Range Dining Table
The Range Dining Table is co-founder Barbora Samieian’s favorite piece from the launch, a tribute to the importance of gathering together as a large family.
Hetta Hillside Dining Chair
Crafted from solid elm with a hand-woven papercord seat, the Hillside Dining Chair is based on an antique chair in Hetta co-founder Noah Morse’s childhood home.
Hetta Saddle 4-Piece Modular Sectional
The Saddle Modular Sofa has wide, plush seats and backs that recline to six different positions. It’s crafted with stain-resistant performance fabrics.
Hetta Court Storage Bench
This gorgeous bench doubles as storage, with a hinge top for easy access. It’s a perfect addition to the foot of your bed to store extra linens and add seating to your bedroom.
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