Nood, a modern furniture and housewares retail chain, is owned by Australian-based entrepreneur and philanthropist Jan Cameron,who was founder of the New Zealand-based Kathmandu outdoor goods retail chain, and currently owns Australia’s 10,000-employee Retail Adventures Group of variety stores. Nood was originally launched in New Zealand in 2007,then crossed the pond to Canada in 2008,where it currently operates seven stores. Their unique offerings span modern furniture, kitchen & dining, bed & bath, bags & luggage, lighting, clocks, giftware, and many other products.Today, Nood has become one of the North America’s fastest-growing modern furniture & housewares retailers. Why dose Nood grow so fast? What are their advantages to attract customers? In their company profile, they expand that they stared the business since they “all loved good design but couldn’t understand why it had to be synonymous with big prices”. In fact, Nood provides designer-quality furniture and hundreds of inspired products in several categories such as kitchen&dining, bed&bath, bags&luggage, clocks, accent pieces, gadgets, toys and so on at remarkably low prices.They believe that good design doesn’t have to be expensive,which means high quality design products and low prices are one of their biggest strengths. More over, Nood has recently lauched online services in Canada and in United States, therefore it become more convenient for customers to shop on line. According to those well designed products and the comfortable or elegant store atmosphere that Nood provided and created, it attracts many housewives and yang couples that finds design within reach and are willing to build their own lovely spaces. However, IKEA who’s target market is quite similar to Nood becomes Nood’s biggest competitor. In addition, related to market mix, IKEA also provides qualify products and services at a reasonable price, and honestly IKEA is much more well known. Face their huge competitor, Damien Bryan, general manager of Nood North America argues that they are “calling out to the customer who wants to reach beyond IKEA’s ubiquity and who finds Design Within Reach, frankly, out of reach.” 
Nood delivers value to its customers by offering them unique and well designed products at a outstanding everyday prices in an elegant store atmosphere. And because of this value premise, Nood has built good relationships with it’s youths and the middle-aged customers.