Ernesta, the custom sized rug startup founded by former Peloton leaders, has secured $20 million in Series B funding to accelerate its shift from online newcomer to scaled omni channel home brand. The round, led by Addition with participation from existing backers True Ventures and Platform Capital Management, brings total capital raised to roughly $57.5 million and extends the company’s runway for retail and technology expansion.
At its core, Ernesta is trying to turn custom sized rugs into an everyday option rather than a high end exception. Instead of standard size SKUs, the brand offers made to order rugs cut to each room, with a curated set of constructions and color stories designed to be easy for both homeowners and trade professionals to specify. Lead times are positioned at around two weeks from order to delivery, which is critical if custom…
is going to compete with ready made inventory in a market where large e commerce players have set fast fulfilment expectations. From Pure DTC to an Omni Channel Rug Retailer The new funding is timed to a more ambitious brick and mortar build out.
Ernesta plans to grow from a handful of spaces to about 30 showrooms across the United States by the end of 2027, with a focus on design forward hubs and higher income home markets.
Recent sites in Michigan and planned locations in Texas and New York show how the brand is moving closer to where interior designers and renovation minded homeowners already shop and source.
These showrooms function less like big box rug aisles and more like material labs: visitors can see full size samples, feel pile and backing constructions, and work with staff to translate inspiration images into precise custom orders…
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