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Elizabeth Granados pitched her business, Little Nomad, in episode 15 of Shark Tank season 8, which aired in 2017. Little Nomad created illustrated, printed playmats that gave the illusion of an heirloom rug and kept toddlers safe. It was a creative alternative to bright, "circus-colored" foam mats that compromised the house's aesthetic.
Elizabeth sought a $80,000 investment in exchange for a 15% stake in her company. Although the sharks appreciated the concept, they were skeptical about its high price point and expressed concern over its entry into the retail market. Due to those reasons, none of the investors made an offer and Little Nomad left Shark Tank without a deal.
Shortly after their segment aired, Little Nomad registered a spike in demand and quickly sold out of all its products. Since its appearance on the show, the company has continued to grow.
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In 2019, Elizabeth rebranded her company to The House of NOA and expanded her product line. As of 2024, The House of NOA, formerly Little Nomad, generates $5 million in revenue annually.
Shark Tank: Little Nomad secured financial backing from Summit Partners in 2020
Elizabeth came on the show with her husband and toddler to pitch her business, Little Nomad. Together they demonstrated how the generic, brightly colored foam mats spoiled a house's appearance. While they did protect children from bumps and bruises, they could not add anything aesthetically.
It motivated Elizabeth to create a stylish and practical product. Consequently, she came up with Little Nomad, a business that created soft and safe playmats for toddlers and looked elegant enough to blend into any home.
Elizabeth further explained that her products were created from non-toxic, easy-to-wash materials that were also safe for children. Moreover, the mats were versatile since they could be accommodated in different spaces, including kitchens, offices, and more.
She sought $80,000 in exchange for 15% equity from the Shark Tank investors. With the money and expertise of a shark, Elizabeth aimed to scale production and expand into more retail stores.
She revealed that Little Nomad mats cost $16.39 to produce and were sold for $139. The sharks were impressed by the profit margin and the business idea. However, they debated whether Elizabeth's business could take on the competition from pre-existing foam mats in the market.
Mark Cuban praised Elizabeth's commitment but backed out of making a deal because he felt she did not need an investor. The Shark Tank investor advised Elizabeth to stick to direct-to-consumer sales. Meanwhile, Robert Herjavec and Kevin O'Leary refused to collaborate with Little Nomad, skeptical about its capability to make it to retail.
With a $139 price point, Daymond John worried that the product would not appeal to the masses. As a result, he decided not to offer a deal to Elizabeth. Similarly, Lori Greiner passed on the offer because she believed she could not help the business grow. Since all the investors had backed out, Little Nomad left Shark Tank without a single offer.
Shortly after Elizabeth appeared on the show, she saw a noteworthy spike in demand, which caused all of Little Nomad's products to sell out within a short time frame. In June 2019, she raised $267,622 from a Kickstarter campaign which she used to launch a new product, the Nama Standing Mat.
Later that year, she rebranded Little Nomad to The House of NOA. In 2020, The House of NOA expanded its product line and introduced highchair mats, exercise mats, and table mats. That same year, Elizabeth's company secured funding from Summit Partners.
By 2021, The House of NOA introduced washable rugs to meet customers' demand for stylish yet functional home items. According to the company's official website, thehouseofnoa.com, they now sell printed and illustrated play mats, standing mats, tumbling mats, bath mats, highchair mats, and nama mats.
After a successful rebranding and product line expansion, the company generates $5 million in revenue annually.
According to their official website, the play mats are priced at $129 whereas the bath mats sell for $99. The tumbling mats are one of the costliest items on their website, priced at $249. The House of NOA is currently holding a Black Friday Sale, offering a 25% discount sitewide.
Shark Tank airs every Friday at 8 pm ET exclusively on ABC.
