Ernesta raises capital to continue the company’s expansion plans, Flor partners with designer Dani Dazey, and Ruggable and Tumble offer new rug options. Find out more in this week’s Rug Report.
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Rug retailer Ernesta has raised $20 million in Series B financing led by venture capital company Addition, with participation from existing investors True Ventures and Platform Capital Management.
The new capital will support Ernesta’s continued expansion through a growing omnichannel platform for both interior designers and homeowners that combines digital tools with experiential showrooms, the company said.
“Rugs are one of the most important design elements in the home, yet the category has historically been fragmented, opaque and difficult for customers to navigate,” said John Foley, founder and CEO of Ernesta. “We are building Ernesta to change that, with designer-quality custom-sized rugs, curated design and an experience that feels modern and empowering.”
As part of its retail strategy, Ernesta plans to have 30 showroom locations nationwide by the end of 2027, building on the strong performance of its existing stores. The new investment will also help Ernesta further develop its technology platforms, including enhancements to its Trade Portal, improvements to manufacturing and fabrication technology, and streamlined tools for ordering samples and managing custom projects.
To support this next phase of growth, Ernesta has also announced two key leadership updates. Alan Smith, previously chief marketing officer, has been promoted to president, reflecting his central role in scaling
the company’s brand, growth strategy, and go-to-market organization. The company has also appointed Alexandria Norton as chief financial officer, bringing deep financial leadership experience as Ernesta enters its next phase of growth.
“Ernesta is building a truly differentiated brand in a massive category that has lacked a modern consumer leader,” said Lee Fixel of Addition. “The team has combined strong product curation, a compelling retail experience and proprietary technology to simplify the custom rug market. We’re excited to continue supporting their growth.”
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The new Modern Geometric collection from Ruggable is now available online.
Created by the company’s internal design team, the collection reflects a shift toward modern interiors that favor personality and movement over stark minimalism. Each piece is designed to anchor everyday spaces, marrying industry-leading design with washable comfort that endures the chaos of daily life.
Key styles include:
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Echo Auburn – A striking entryway statement featuring interlocking diagonal forms with burgundy, red, pink, orange and soft yellow tones that create a vibrant field framed by a graphic border.
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Hedra Soft Teal – A repeating square motif traced with ribbed lines for texture and depth, blending multiple teal tones with warm greys for a modern, architectural look.
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Flux in soft beige
This addition marks the first major modern collection in years. Each piece was developed entirely in-house and centered around engineered repeat designs, layered linework and expressive color.
“The result: a fresh interpretation of geometric design that feels bold yet livable, infusing every living space with statement-making décor that feels lived in for years to come,” said a company spokesperson.
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High-end area rug brand Flor has launched its latest spring collection in partnership with interior, print and fashion designer Dani Dazey, known for her joyful, maximalist aesthetic.
As part of the collaboration, Dazey designed a Signature Rug called To The Max, inspired by her signature approach to mixing bold colors and patterns. The design features Flor’s Made You Look carpet tiles arranged in an oblong checker pattern, creating a playful, one-of-a-kind rug.
“I’m a maximalist at heart. I love bold, statement-making designs. When I discovered Flor, it was a game-changer,” said Dazey. “When designing To The Max, I used the Flor Design Studio on their website, which made the process so easy and fun. There were endless options, which really made me feel like we could create anything together. I knew I wanted the rug to live in my living room, so I drew inspiration from my colorful fireplace tile. I wanted the rug to complement that feature and tie the whole space together.”
The spring collection also includes two new area rug launches, with each style allowing people to explore their true personal style, whether that means bold patterns, vibrant colorways or soft, neutral foundations.
The latest area rug styles include:
- Awn And On: A striped area rug that can skew neutral or capture dopamine décor that’s available in Pine, Black, Marigold and Beige.
- Sunday Morning: A mid-century modern rug reminiscent of a Sunday crossword puzzle, featuring clean lines and textured design that’s available in Bone, Fawn and Cobalt.
“At Flor, we know that flooring is one of the most powerful ways to make a design statement. That’s why we offer a range of styles for customers to express themselves with FLOR at their feet,” said Katherine Cohen, associate creative director at Flor. “Our spring collection is all about creative freedom. Whether you’re looking to dial up the maximalism like Dani Dazey, or use our styles to create a neutral foundation, we have what you need.”
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Washable brand Tumble has unveiled a new rug for spring called Jasmine that is available in either light green or neutral. It features delicate hand-drawn floral bouquets with subtle distressing inspired by traditional Indian woodblock prints.
Two companion rugs to Jasmine, which launched last fall, also offer an ode to color.
- Rosa (Natural/Berry) | Part of the Frida Kahlo Collection, this design was inspired by Frida’s 1941 self-portrait Me and My Parrots and features hand-painted parrots, monkeys, sacred hearts and lush Mexican flora.
Rosa in natural berry - Mil Flores (Sand/Multi) | Also from the Frida Kahlo Collection, this one takes its cue from the traditional Tehuana dresses Frida was known for wearing. This design has 91 five-star reviews.
All Tumble rugs are machine washable and include a cushioned rug pad.
