Expands offline presence by launching a new showroom in New Jersey, announced Ernesta
In the ever-evolving world of direct-to-consumer (DTC) brands, Ernesta is making a significant mark in the custom rug market. Co-founded by Peloton co-founders John Foley, Hisao Kushi, and Yony Feng, Ernesta has recently opened its fourth showroom in Summit, New Jersey, following successful launches in New York City, Bethesda, Maryland, and Greenwich, Connecticut.
This expansion strategy focuses on growing offline retail presence in design-forward markets. The brand aims to offer customers and design professionals a more personalized and elevated rug-buying experience. The Summit showroom, spanning 1,390 square feet, is a testament to this approach, showcasing a curated selection of high-quality, customizable rugs, including wool, natural fiber, and performance options.
Jennifer Parker, Chief Sales Officer at Ernesta, stated, "There's a strong demand for a better, more personalized rug-buying experience, which Ernesta aims to fill." The Summit opening caters to this demand, providing design enthusiasts with additional ways to experience Ernesta's customized rugs.
Ernesta's growth trajectory is impressive. After launching with $25 million in Series A funding in 2022, the brand initiated a beta program in May 2023 to refine its offerings. The aggressive rollout of retail showrooms since April 2024, starting with an 800-square-foot store on New York's Upper East Side, demonstrates significant physical expansion in a short period.
In addition to its physical stores, Ernesta has also launched a trade portal for design professionals. This portal offers exclusive access to the brand's collection and a self-service checkout option, enabling professionals to customize rugs to their clients' exact specifications.
This multi-channel approach reflects Ernesta's effort to blend personalized service with elevated design in both digital and physical spaces. The brand's growth strategy emphasizes rapid expansion of retail showrooms in affluent, design-conscious suburbs and cities, building a hybrid model with robust online customization tools plus physical touchpoints, targeting both end consumers and trade with dedicated services, and leveraging significant early-stage capital to fuel product and geographical expansion.
With this strategic approach, Ernesta positions itself as a rising player redefining the DTC custom rug market through curated experiences and broadening accessibility to customized design. The brand's expansion in Summit, New Jersey, is a significant step towards this goal, offering a more personalized and elevated rug-buying experience to homeowners and design professionals in the area.
- The aggressive expansion of Ernesta, including the recent opening of a showroom in Summit, New Jersey, is part of a strategic approach that aims to redefine the direct-to-consumer (DTC) custom rug market.
- In addition to its physical retail presence, Ernesta has launched a trade portal for design professionals, providing exclusive access to the brand's collection and self-service customization tools.
- With its focus on blending personalized service with elevated design, both digitally and physically, Ernesta targets both end consumers and trade professionals, leveraging significant early-stage capital for product and geographical expansion.
- In the competitive world of DTC brands, Ernesta's growth in the custom rug market, especially with the Summit showroom opening, demonstrates its commitment to offering a more personalized and elevated rug-buying experience, expanding the accessibility of customized design.
