OUR STORY
Born from a love of travel and the romance of boutique hotels, Fridah is for slow mornings, sun-drenched afternoons and quiet moments of luxury.
Fridah reflects that moment you exhale, slow down, and let beauty meet simplicity. We wanted to take that feeling home and make it attainable every day.
Life moves quickly. We work hard, raise families, show up for everyone else, and often wait for a holiday or far-off destination before we allow ourselves to unwind. Fridah exists to change that. Our belief is simple: the ‘good things’ shouldn’t be saved for special occasions, they should be woven into your everyday rituals.
Fridah brings the world to your bathroom, one destination at a time.
Inspired by iconic coastlines, timeless interiors, and the mood of great hotels, each collection is designed to elevate the ordinary and transform your daily bathing ritual into a moment you truly savour.
hotel-level comfort
EVERYDAY INDULGENCE
We believe luxury shouldn't be saved for holidays or special occasions. Fridah is about embracing the 'good' things daily - the soft towel you reach for after a long shower, the moment you pause and breathe, the small moments that feel like an escape.
Purpose
INTENTIONAL
Everything we create begins with purpose. From the destinations that inspire each collection to the weave and colour of every towel.
for the modern home
ELEVATED SIMPLICITY
Fridah celebrates a refined, effortless kind of luxury. Clean lines, timeless pattens and curated colour stories with a focus on quality over excess.
