Last checked Oct 2, 2026
Purl Soho (Purl NYC, LLC d/b/a Purl Soho)purlsoho.comPurl Soho (Purl NYC, LLC d/b/a Purl Soho) is not currently listed as private-equity-owned.
Ownership & Acquisition History
Purl Soho appears to be family-owned/controlled (not controlled by a private equity firm or fund).
Notes
- Purl Soho’s own About Us page describes the business as “family-owned,” which is inconsistent with current private-equity control.
- A USPTO TTAB filing identifies Purl NYC, LLC and lists Joelle Hoverson and Jennifer Hoverson as “members” of the LLC (supporting founder/family control rather than PE sponsorship).
- A third-party interview describes Purl Soho as run by sisters Joelle Hoverson and Jennifer Hoverson Jahnke (and mentions Page Marchese Norman), supporting founder-led control.
- Founding year is supported by an industry podcast interview stating Purl Soho was founded/opened in 2002.
- Logo URL provided is the trademark image associated with PURL SOHO on Justia (trademark database mirror), used here as a reliable, directly-linkable logo image when a direct header-logo asset from the company site could not be retrieved via the web tool.
Sources
- About Us | Purl Soho
Purl Soho - States Purl Soho is a “family-owned business” and that it began as a small shop in NYC’s SoHo neighborhood founded by “two sisters.”
- Microsoft Word - tmpD15.doc (TTAB filing)
United States Patent and Trademark Office (TTABVUE) - Shows ownership listing indicating Purl NYC, LLC with Joelle Hoverson and Jennifer Hoverson listed as “members,” supporting founder/family control.
- Selvedge talks to... Purl Soho | Selvedge Magazine
Selvedge Magazine - Describes Purl Soho as run by sisters Joelle Hoverson and Jennifer Hoverson Jahnke (and mentions Page Marchese Norman).
- Podcast Episode #143: Purl Soho
Craft Industry Alliance - States Joelle was inspired to open/found Purl Soho in 2002 (supports founding year).
- PURL SOHO Trademark Details (Image)
Justia Trademarks - Provides a directly accessible trademark image that can serve as a current logo reference; identifies owner as PURL NYC LLC.
- https://www.purlsoho.com/pages/privacy-policy/
Web search - Consulted by the research agent
- https://www.purlsoho.com/create/2010/02/13/announcing-the-big-move-were-moving-our-new-york-shops-to-a/
Web search - Consulted by the research agent
- https://legalclarity.org/who-owns-soho-house-current-owners-and-investors/
Web search - Consulted by the research agent
- https://www.linkedin.com/company/purlsoho-com
Web search - Consulted by the research agent
- https://www.purlsoho.com/create/2012/08/01/purl-sohos-tenth-anniversary-sale-20-off-everything/
Web search - Consulted by the research agent
- https://www.selvedge.org/blogs/selvedge/five-minutes-with-a-friend-purl-soho
Web search - Consulted by the research agent
- https://www.purlsoho.com/pages/our-nyc-shop
Web search - Consulted by the research agent
Ownership FAQ
Is Purl Soho (Purl NYC, LLC d/b/a Purl Soho) owned by private equity?
No. Purl Soho (Purl NYC, LLC d/b/a Purl Soho) does not currently appear to be private-equity-owned.
Who owns Purl Soho (Purl NYC, LLC d/b/a Purl Soho)?
Family-owned (Purl NYC, LLC d/b/a Purl Soho; member-owners include Joelle Hoverson and Jennifer Hoverson)
When was Purl Soho (Purl NYC, LLC d/b/a Purl Soho) last checked?
This page was last checked on Oct 2, 2026.