01Morning
Single serve / SOLUBLE POWDER
Morning Brew
The familiar beginning. A considered single serve for the first quiet minutes of the day.
A WELL! line · Est. 2026
A day at home, in your pocket.
Small rituals for time away from home. Four single serves, arranged around the rhythm of a day.
No. 01Specialty coffee
Grounding experience for business warriors travel set.
02Midday
Single serve / Effervescent tablet
Salty Air
Dropped into a glass of water, it dissolves into something bright and mineral. A pause between places.
03Evening
Single serve / Cinnamon-spiced gum
Ground Control
A way back to yourself. warmth sensation with Cinnamon, turmeric and spices. Inner chewable experience.
04Night
Single serve / Botanical gummy
Bedtime Story
A closing ritual for unfamiliar rooms. Soft gummies, one to start though the tin is sized for the whole story.
Strategy map · 09.2026
Strategy map
01 — The audience, sharpened
Operators without a schedule.
Not the Monday-flight business traveler. HOME NOTES is for the partner, founder, surgeon, fixer, and principal whose plans move in pencil—and who wants to feel physically anchored wherever the day lands.
- Core segment
- 2–4M people globally
- Household income
- $250k+ floor
- Discretionary spend
- $18–40k per person / year
Page 02
The people above the business-travel frame
Unpredictability is the constant, dysregulation is the tax, and grounding—the felt sense of being physically anchored somewhere—is the thing they cannot buy anywhere else.
The deal-closer
M&A partner, PE principal, GP, top-tier litigator, crisis-PR lead. Weeks planned in ink; days planned in pencil. On the plane because nobody else can be in the room.
The founder-operator
Series B+ CEO, franchise creative director, film producer, elite surgeon. Runs a global thing that only works if they are personally somewhere else this week.
The fixer
Family-office principal, geopolitical advisor, senior partner, private counsel. The person an organisation sends when the thing cannot fail. Commercial one leg, private the next.
The segment is smaller, richer, and stickier than generic business travel. Its lifetime value can be 3–5× higher. The pain is not loneliness; it is the somatic experience of never fully arriving.
Page 03
A niche with room to become a home
The wider boundary is roughly 8–12M US and European business travelers and nomad-adjacent remote workers above $150k. The tighter 2–4M operator tier should remain the headline.
- Core audience
- 2–4M
- Wider boundary
- 8–12M
- Comparable
- Aesop at approximately $540M revenue
- LTV potential
- 3–5× generic business travel
In summary
One novel product at the anchor.
HOME NOTES is right about the whitespace: no one has assembled the operator’s day this way. The audience: principals, partners, founders, and fixers. It is a niche, wealthier, and more emotionally under-served than a business-traveler frame captures.
The competition is the Le Labo travel set already on the counter and the phone already in the hand. The strongest next move is to act like a small European sensory house that happens to sell edible rituals first, then expand into bath, room, rest, and touch.
Figures are modelled estimates against public comparables, not supplier quotes. Real quotes may move COGS ±20–30%.
THE HOME IDEA
A collection built around memory, material, triggering the experience of home within yourself.
Home is not always a place. Sometimes it is the first coffee, a cold glass of water that tastes of somewhere else, a pause after arrival, or the final cup before sleep.
HOME NOTES makes those moments portable designed with the care of an object you keep, rather than a thing you use and forget.