Home de Luxe was launched in 2020 during the COVID-19 pandemic, when consumer demand for home comfort and premium sleep products increased significantly. Founder Diana Fung recognized a gap in the online market for trustworthy, hotel-quality home linens that combined luxury, durability, and convenience.

Before founding Home de Luxe, Fung worked as a management consultant and drew on her family’s long-standing experience in hotel linen manufacturing through Globalinens. Her vision was to make premium hospitality products available directly to consumers rather than exclusively to hotels. [1]

The brand experienced rapid growth through e-commerce platforms, particularly Lazada, Shopee, and Zalora, becoming one of the leading online bedding brands in the Philippines. According to the company, it has fulfilled hundreds of thousands of customer orders and accumulated tens of thousands of five-star reviews across major online marketplaces. [1]

Home de Luxe offers a broad range of home textile products, including:

• Bed sheets

• Pillowcases

• Duvet covers

• Comforters

• Pillows

• Mattress protectors

• Bath towels

• Curtains

• Sofa covers

• Kitchen textiles

• Home accessories

Many products are designed to replicate the feel and appearance of luxury hotel accommodations, with an emphasis on premium cotton fabrics, hypoallergenic materials, and elegant minimalist aesthetics. [1]

Unlike many online bedding retailers that outsource production, Home de Luxe states that its products are manufactured in its own facilities. The company says its linens are handcrafted by experienced craftspeople and produced using sustainable and responsible manufacturing practices.

Production is primarily based in the Philippines, allowing the brand to maintain close quality control while supporting local manufacturing.

Home de Luxe operates primarily as a direct-to-consumer (DTC) brand. Instead of relying heavily on physical retail stores, it reaches customers through:

• Official online store

• Lazada

• Shopee

• Zalora

• Social media channels

This model enables the company to offer hospitality-grade products directly to consumers while reducing traditional retail markups. [1]

The company’s mission centers on making luxury sleep experiences more accessible. According to Home de Luxe, its core values include:

• Five-star hotel quality

• Expert craftsmanship

• Customer-first service

• Responsible manufacturing

• Beautiful and functional design

The brand emphasizes that quality sleep contributes to better health, productivity, and overall well-being. [1]

Home de Luxe was founded by Diana Fung, an entrepreneur and former management consultant.

In 2022, Fung was recognized in Forbes 30 Under 30 Asia for building Home de Luxe into one of the region’s notable direct-to-consumer home brands. She has stated that the company’s mission is to improve people’s daily lives by helping them achieve better sleep through high-quality bedding products. [1]

Home de Luxe has been featured in several lifestyle and business publications, including:

• Forbes

• Tatler

• L’Officiel

• CNN Philippines

• Rappler

• Cosmopolitan Philippines

• Manila Bulletin

• Spot.ph

• Wonder Magazine

• When In Manila

Media coverage has highlighted the company’s hotel-quality bedding, rapid e-commerce growth, and innovative direct-to-consumer business model. [1]

Home de Luxe positions itself as a premium yet accessible bedding brand that bridges the gap between luxury hospitality suppliers and everyday consumers. By combining hospitality-grade manufacturing expertise with modern e-commerce distribution, the company has established itself as a recognized bedding brand in the Philippine online retail market. [1]

1. Press — Home de Luxe