What Ruggable does

Ruggable is a privately held, US-based direct-to-consumer home goods company headquartered in Gardena, California, with 251–500 employees, that designs and sells patented machine-washable rugs and related floor coverings. The company pioneered the washable rug category with a two-part system architecture: a 2-Piece construction pairing an interchangeable, machine-washable Rug Cover with a heavy-duty nonslip Rug Pad, and an All-in-One one-piece construction with built-in nonslip backing. Product variants include Tufted, Plush, Flatwoven, Re-Jute, and Performance Weave constructions, plus Outdoor rugs, doormats, bath mats, pet beds, throw pillows, rug pads, and a spot cleaner accessory. The newest line, Performance Weave, uses a proprietary polypropylene yarn with three twisted filaments and a "croissant" weave construction to replicate jute aesthetics while eliminating shedding and scratchiness, and is UV-stabilized for outdoor use.

Ruggable sells exclusively through its owned e-commerce storefront at ruggable.com on a made-to-order basis, with rugs sized from 2'x3' accents to 10'x14' area rugs and prices ranging from approximately $99 for doormats to over $1,000 for premium collaborations. Financing is offered through Klarna and Afterpay to enable installment purchasing. The company targets homeowners, pet owners, and families with children as primary consumer segments, with a secondary Trade Program serving interior designers and design professionals. A heavy collaboration pipeline covers licensed IP (Star Wars/Lucasfilm, Disney/Pixar Toy Story) and designer partnerships (Liberty London, Scalamandré, Morris & Co., Anthropologie Home, Jonathan Adler, Justina Blakeney, Goop, and Humberto Leon's Ruggable U sub-brand), driving both seasonal demand and design-library expansion. Marketing relies on owned-site content, email capture, a referral program, an affiliate program (CJ Affiliate), and social-media presence.

Per a Shopify home decor industry case study (December 2025), Ruggable has grown to over $100 million in revenue through its e-commerce model. The company received investment from Guild Capital in 2017 and 2018, is privately held with no disclosed parent company, and operates only in the USA with no international storefront or third-party retail distribution disclosed in the source data.

Name

Ruggable

Legal name

Ruggable

Website

https://ruggable.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Ruggable is a US-based direct-to-consumer home goods company that designs and sells patented machine-washable rugs through proprietary 2-Piece and All-in-One systems, serving homeowners, pet owners, and families nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Rug and Home Product Sales: Ruggable generates revenue through the direct sale of washable rugs, doormats, bath mats, and accessories. Products are sold on a made-to-order basis with sizes ranging from 2'x3' accent rugs to 10'x14' area rugs, and prices varying by size, collection, and construction type. Accessories such as rug pads, pet beds, and throw pillows complement the core rug offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Ruggable designs and manufactures machine-washable rugs sold direct-to-consumer through its own e-commerce platform. Its core offering is a patented two-piece rug system (interchangeable washable Rug Cover paired with a nonslip Rug Pad) and an All-in-One one-piece rug with built-in nonslip backing. The product line spans area rugs, runners, doormats, bath mats, outdoor rugs, and complementary home accessories like pet beds and throw pillows.

Product overview

Ruggable is a washable rug company that has created and defined the machine-washable rug category. The product portfolio centers on two rug system architectures: the All-in-One system (one-piece rugs with built-in nonslip backing) encompassing Tufted, Plush, and Performance Weave variants; and the Two-Piece system (interchangeable washable covers with separate rug pads) including Flatwoven and Re-Jute styles. The core offerings are complemented by Outdoor Rugs, Doormats, and Bath Mats. Ruggable also operates an extensive collaboration program featuring licensed properties (Star Wars, Disney Pixar Toy Story) and designer partnerships (Anthropologie Home, Liberty, Morris & Co., Jonathan Adler, Justina Blakeney, Scalamandré, Humberto Leon's Ruggable U sub-brand). Accessories include Pet Beds, Throw Pillows, Rug Pads, and Spot Cleaner. All products share the defining characteristic of being machine-washable with stain-resistant and non-slip properties.

Differentiator

Problem solved

Functional benefit

Brands

• Ruggable U: A rug collection designed for young adults transitioning to first apartments, dorms, and creative studios, inspired by identity, self-expression, and the pivotal moments of young adulthood. Created in collaboration with designer Humberto Leon.

Products and services

• Tufted All-in-One Rugs One-piece machine-washable rugs with built-in nonslip backing and elevated textured tufted feel. Features medium pile for cozy depth and softness underfoot.
• Original 2-Piece Flatwoven Rugs Classic two-piece rug system with interchangeable machine-washable covers and a separate rug pad. Made with chenille fabric featuring a smooth, low-profile design suited to high-traffic areas.
• Performance Weave Rugs One-piece jute-inspired washable rug made of 100% polypropylene with UV resistance for outdoor use. Features proprietary 'croissant' weave construction with dimensional color variation from twisted filaments.
• Plush All-in-One Rugs Ruggable's softest option with dense, cushiony pile for maximum comfort. Single integrated piece with built-in backing, machine washable, ideal for bedrooms and living rooms.
• Re-Jute 2-Piece Rugs Washable jute-style rugs replicating natural woven-fiber appearance with a softer texture. Two-piece system requiring a separate rug pad, designed for indoor spaces.
• Outdoor Rugs Weather-resistant washable rugs built for sun and rain. Made with water- and fade-resistant, UV-resistant materials, suitable for patios, decks, and outdoor entertaining areas.
• Doormat Systems Two-piece doormat system with an interchangeable machine-washable cover snapping onto a heavy-duty rubber mat. Fade-resistant designs available in Standard and Large sizes.
• Bath Mats Machine-washable bathroom mats with plush comfort, absorbent fibers, and nonslip backing. Designed for steamy bathrooms and splash zones.
• Pet Beds Washable pet beds featuring removable covers for easy cleaning, designed to complement rug collections.
• Throw Pillows Machine-washable decorative pillows to complement rug designs and home decor.
• Rug Pads Cushioned and standard rug pads providing extra comfort and stability for two-piece rug systems.
• Spot Cleaner Stain-removal product for treating spills on washable rugs before laundering.
• Ruggable U by Humberto Leon Collaboration collection with designer Humberto Leon designed for young adults transitioning to first apartments, dorms, and creative studios. Features three design themes: Regency Charm, Varsity Prep, and Stagecoach.
• Star Wars Collection Officially licensed Star Wars rug and doormat collection featuring iconic characters, starships, and symbols from the franchise. Machine-washable and durable.
• Disney x Ruggable Collection Disney washable rugs and doormats featuring classic characters including Mickey, Minnie, Winnie the Pooh, and Toy Story designs.
• Ruggable x Anthropologie Collection Partnership with Anthropologie Home featuring 10 new washable rug offerings and accessories for home comfort and style.
• Ruggable x Liberty Collection Collaboration with Liberty London featuring iconic floral patterns reimagined for rugs and doormats.
• Ruggable x Morris & Co. Collection Collection featuring Morris & Co. heritage textile patterns adapted for washable rugs.
• Ruggable x Jonathan Adler Collection Collaboration with designer Jonathan Adler featuring his signature bold, playful aesthetic on washable rugs and doormats.
• Ruggable x Justina Blakeney Collection Collaboration with designer Justina Blakeney featuring bohemian-inspired patterns and global aesthetic on washable rugs.
• Ruggable x Scalamandré Collection Collaboration with Scalamandré featuring the brand's signature bold zebra prints and luxurious textile designs on washable rugs.
• That Summer Feeling Collection Summer rug collection featuring nautical Boathouse Edition, heritage-inspired Lakeside, tonal textures of High Desert, and floral motifs of Garden. Indoor and outdoor washable designs.

Quantifiable outcome

• Ruggable grew to over $100 million in revenue through its e-commerce model

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Liberty (London)coreStrategic or Co-development Partner · 12 March 2026Ruggable partnered with Liberty (the iconic London-based department store and design house) for a collection of rugs and doormats featuring Liberty's signature floral and archival designs reimagined for the floor. This is a strategic collaboration targeting design-conscious consumers who value Liberty's heritage aesthetic.
• Anthropologie HomecoreGTM or Marketing Partner · 11 December 2025Ruggable partnered with Anthropologie Home to launch a collection of 10 new washable rugs and doormats, available starting December 2025. The collaboration aims to increase brand awareness and expand distribution through Anthropologie's retail channels as part of Ruggable's broader expansion strategy. The collection combines Anthropologie's aesthetic sensibility with Ruggable's washable technology.
• Star Wars (Lucasfilm)coreGTM or Marketing PartnerRuggable holds an official Star Wars license from Lucasfilm, releasing limited-edition Star Wars rug and doormat collections featuring iconic characters, ships, and symbols (Mandalorian, Grogu, X-wings, Millennium Falcon, Darth Vader). These are officially licensed products exclusive to Ruggable, timed to coincide with new Star Wars film releases such as The Mandalorian and Grogu (May 2026).
• DisneycoreGTM or Marketing PartnerRuggable partnered with Disney for an officially licensed collection of rugs and doormats featuring Disney characters including Mickey, Minnie, Winnie the Pooh, and Toy Story designs. The collection targets families with children and Disney fans, with limited-time designs tied to new theatrical releases.
• ScalamandrécoreStrategic or Co-development PartnerRuggable partnered with Scalamandré, the luxury textile brand known for bold, high-end designs, to create an exclusive rug collection combining Scalamandré's iconic aesthetic with Ruggable's washable technology.
• Morris & Co.minorStrategic or Co-development PartnerRuggable partnered with Morris & Co., the historic British textile and wallpaper company founded by William Morris, to offer rugs featuring the brand's iconic botanical and Arts & Crafts-inspired patterns.
• Jonathan AdlerminorStrategic or Co-development PartnerRuggable collaborated with celebrity designer Jonathan Adler on a collection of rugs and doormats featuring his signature modern, playful, and sophisticated design style.
• Justina BlakeneyminorStrategic or Co-development PartnerRuggable partnered with designer and author Justina Blakeney (known for her bohemian, global-inspired aesthetic) on a rug collection featuring her signature lush, nature-inspired designs.
• Humberto LeoncoreStrategic or Co-development PartnerRuggable collaborated with fashion designer and creative director Humberto Leon (founder of Opening Ceremony) on the 'Ruggable U' collection, a capsule targeting young adults moving into first apartments, college dorms, and transitional living spaces. The collection explores themes of identity and self-expression during life transitions.
• Dan PelosiminorStrategic or Co-development PartnerRuggable partnered with food blogger and author Dan Pelosi (known for his Italian-inspired lifestyle brand 'grossisse') on a collection of doormats featuring playful, food-inspired designs.
• GoopminorGTM or Marketing PartnerRuggable partnered with Goop (Gwyneth Paltrow's lifestyle brand) on a capsule collection exploring Spanish Revival and Indian dhurrie patterns, priced $119-$1,079, targeting Goop's wellness-oriented, design-conscious audience.
• KlarnaminorOthersRuggable offers Klarna's buy-now-pay-later financing options at checkout, enabling customers to pay for rugs in installments rather than upfront.
• AfterpayminorOthersRuggable offers Afterpay's installment payment option at checkout, allowing customers to pay for purchases in four interest-free payments over time.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Loloi Rugs: Leading area rug designer and distributor selling through both DTC channels and wholesale to retailers like West Elm, Pottery Barn, and Anthropologie. Directly comparable as a design-forward rug brand with broad distribution; competes for similar design-conscious residential consumers.
• Safavieh: One of the largest rug importers/manufacturers in the U.S., offering area rugs, runners, and doormats across traditional, transitional, and modern designs. Comparable scale and product breadth with overlap in the residential rug category where Ruggable competes.
• Tumble (formerly Lorena Canals): Specialist in machine-washable rugs for kids and families, operating a DTC model similar to Ruggable's. Most direct competitor in the washable-rug subcategory, particularly for the kid- and pet-friendly use cases Ruggable explicitly targets.
• Annie Selke: Designer and DTC retailer of rugs, home textiles, and bedding, including washable rug lines. Comparable as a design-led rug brand with similar price points and target consumer demographic.
• Revival Rugs: DTC online rug retailer offering vintage and hand-knotted rugs with a similar direct-to-consumer e-commerce model. Comparable in operating model and target buyer (design-conscious consumers shopping online for rugs).
• Rugs USA: Large online-first rug retailer selling area rugs, runners, and outdoor rugs directly to consumers. Comparable in business model (DTC rug specialist) and target market, though positioned at lower price points than Ruggable's premium offerings.
• Boutique Rugs: Online rug retailer offering area rugs, runners, and washable styles at value price points. Comparable in DTC rug category, competing for similar consumers shopping online for affordable floor coverings.

Broad incumbents

• Mohawk Home (Mohawk Industries): Largest U.S. flooring manufacturer with broad rug and carpet offerings sold through mass-market retail. Comparable as a large-scale rug/flooring producer with significantly broader product portfolio and distribution reach than Ruggable.
• West Elm (Williams-Sonoma): Home furnishings retailer selling rugs, furniture, and decor to design-conscious consumers through retail stores and e-commerce. Comparable target demographic and now a partner-adjacent brand through the Anthropologie collaboration; a logical wholesale partner or future acquirer.
• Wayfair: Mass-market online home furnishings retailer offering rugs, furniture, and decor. Comparable as a major e-commerce channel for rugs with overlapping consumer base, and a potential distribution partner for Ruggable's washable technology.

Market position

Weaknesses5 records

Competitive moat2 records

Customer concentration

• Xx.com/ruggable
• Facebookfacebook.com/ruggable

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ruggable