RUGVISTA GROUP

What RUGVISTA GROUP does

RugVista Group AB (publ) is a Sweden-headquartered, publicly listed direct-to-consumer e-commerce company that sells carpets and rugs online to consumers and businesses primarily across Europe. Founded in Malmö in 2005 and listed on Nasdaq First North Premier Growth Market under the ticker RUG since 2021, the group operates two parallel web-store brands — Rugvista and CarpetVista — both available in 20 languages and offering free shipping and returns within the EU. Revenue is generated across three reported segments: B2C (the core, via owned web stores), B2B (corporate customers), and Marketplaces & Other (MPO). Reported financials indicate Q1 2026 net revenue of MSEK 212.0 (+7.6% reported, +12.5% organic year-over-year), Q4 2025 net revenue of MSEK 270.3 (+9.9% reported, +15.3% organic), gross margin of 64.9% in Q1 2026, and operating margin of 11.3% on EBIT of MSEK 23.9; the group also reports a net cash position adjusted for lease liabilities.

The company's product offering spans two primary categories — design rugs and traditional rugs — alongside rug accessories and a circular assortment of patchwork, colored-vintage, and patina restored rugs. Underlying operations run on an in-house e-commerce platform serving 20 languages, supplemented by performance marketing across paid social and search, an annual design competition, and a 20% shareholder discount program that doubles as a loyalty mechanism. The supply chain is anchored by long-tenured, multi-country supplier relationships and supported by sustainability credentials including amfori BSCI membership, Label STEP auditing, OEKO-TEX and Global Recycled Standard certification, SBTi-validated climate targets, and UN Global Compact membership since 2020. A new ~13,700 sqm combined office and warehouse facility in Malmö Central Harbour, on a nine-year lease signed December 2023 with move-in scheduled for summer 2025, is intended to consolidate headquarters, warehouse, and logistics under one roof. The group employed approximately 90 FTEs as of the most recent disclosure and has undergone a leadership transition in 2024–2026: Ebba Ljungerud was appointed permanent CEO in October 2025 after Michael Lindskog's September 2024 departure, and Gustaf Arlid was named CFO (effective no later than November 1, 2026) to succeed retiring CFO Joakim Tuvner.

Name

RUGVISTA GROUP

Legal name

Rugvista Group AB (publ)

Website

https://rugvistagroup.com

Company type

Public

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

RugVista Group is a publicly listed Swedish direct-to-consumer e-commerce company that sells design and traditional rugs online across Europe via its Rugvista and CarpetVista web stores, available in 20 languages, with additional B2B and marketplace channels.

Ownership category

akta.pro rank

Product category

Online Rug Retail

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Retail-Nonstore Retailers (5960), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

akta.pro secondary industry

Carpet & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Online rug retail
• Carpet e-commerce
• Home textile retail
• Design rug sales
• Traditional rug sales

Headquarters

HQ city

Skane

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. B2C E-commerce (Rugvista and CarpetVista): Direct-to-consumer online sales of design and traditional rugs via owned web storefronts in 20 languages. This is the primary revenue stream representing the core B2C segment.
2. B2B Corporate Customers: Sales to business customers, forming the second operational segment alongside B2C.
3. Marketplaces & Other (MPO): Marketplace and other revenue, forming the third operational segment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Rugvista Group operates direct-to-consumer e-commerce stores selling carpets and rugs under the Rugvista and CarpetVista brands, available in 20 languages across European and international markets. The assortment spans two primary categories—design rugs and traditional rugs—complemented by rug accessories and a circular business model line of upcycled, restored and patchwork rugs. The company serves private consumers as its primary audience, with additional B2B corporate and marketplace sales channels.

Product overview

RUGVISTA GROUP operates two core e-commerce brands (Rugvista and CarpetVista) offering online sales of carpets and rugs via web stores in 20 different languages. The product portfolio spans two primary categories—design rugs and traditional rugs—along with rug accessories. The company also offers restored and upcycled products including Patchwork Rugs, Colored Vintage Rugs, and Patina Rugs as part of its circular business model initiative.

Differentiator

Problem solved

Functional benefit

Products and services

• Rugvista Primary online retail brand of Rugvista Group, selling carpets and rugs through web stores available in 20 different languages, targeting consumers across Europe.
• CarpetVista Secondary online retail brand under Rugvista Group, operating parallel web stores in multiple languages that sell carpets and rugs to consumers.
• Design Rugs

Quantifiable outcome

• NPS score of 68 (Q2 2022), targeting eNPS of 60 by 2025 and 80 by 2030
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• MjukminorStrategic or Co-development Partner · 1 January 2025Since 2025, Rugvista has partnered with Mjuk, whose business model is based on reselling surplus or defective products to consumers. Defective rugs or those not meeting Rugvista's high quality standards are sent to Mjuk, allowing the rugs to be used by Mjuk's customers instead of being destroyed.
• Textile ExchangeminorStrategic or Co-development Partner · 1 January 2022In 2022, Rugvista became a member of Textile Exchange, a global non-profit organization with the goal of helping the textile industry achieve a 45% reduction in emissions from fiber and raw material production by 2030. The organization drives change in the textile industry regarding fiber choice, ethics and standards, and responsible supplier networks.
• Science Based Targets initiative (SBTi)coreStrategic or Co-development Partner · 1 January 2021During 2021, Rugvista had its climate targets approved by the Science Based Targets initiative, ensuring that greenhouse gas reduction targets are aligned with the levels required to meet the Paris Agreement goals.
• Svensk HandelminorStrategic or Co-development Partner · 1 January 2021Rugvista is a member of Svensk Handel (Swedish Trade Federation), the employer organization serving the entire trade sector. The federation represents trading companies in employment and economic policy matters, working to create the best possible conditions for both large and small trading companies.
• UN Global Compact (UNGC)coreStrategic or Co-development Partner · 1 January 2020Rugvista has been a member of the UN Global Compact since 2020. UNGC is a strategic policy initiative for businesses that want to align their operations with ten universally accepted principles in human rights, labor law, environment, and anti-corruption. Rugvista's code of conduct encompasses the ten principles of UNGC.
• RISE KemikaliegruppenminorStrategic or Co-development Partner · 1 January 2019Since 2019, Rugvista has been a member of RISE Kemikaliegruppen, part of Sweden's research institute RISE. It is a platform for knowledge about chemicals in the textile production chain and communication of chemical requirements to suppliers. Through this collaboration, Rugvista stays updated on legislation and regulations regarding chemicals.
• GIAB (Godsinlösens Inköps AB)minorStrategic or Co-development Partner · 1 January 2018Since 2018, Rugvista has collaborated with GIAB, whose business idea is based on reselling surplus or defective products to consumers. Defective rugs or those not meeting Rugvista's high quality standards are sent to GIAB, allowing the rugs to be used by GIAB's customers instead of being destroyed.
• amfori (BSCI)coreStrategic or Co-development PartnerRugvista is a member of amfori, a global business association that improves working conditions in global supply chains. The company has adopted amfori BSCI's common code of conduct, which references international conventions including the Declaration of Human Rights, UN Guiding Principles on Business, OECD Guidelines, UN Global Compact, and ILO conventions. amfori brings together over 2,400 companies around a common code of conduct.
• CARE & FAIRminorStrategic or Co-development PartnerRugvista is a member of CARE & FAIR, an industry initiative within the rug industry aimed at enabling regular schooling for children of carpet weavers, creating opportunities for mothers and older sisters to learn to read and write, and providing free healthcare for entire families.
• Label STEPcoreStrategic or Co-development PartnerSuppliers whose rugs are manufactured by home weavers are audited by Label STEP, an independent non-profit organization that works to ensure fair trade of handmade rugs according to ten principles covering wages, health, discrimination, and inhuman treatment.
• FNCA Sweden ABcoreOthersFNCA Sweden AB serves as Rugvista Group's Certified Advisor on Nasdaq First North Premier Growth Market, providing oversight and compliance advisory services as required by the exchange.

Scale indicators11 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• The Rug Company: Specialist online and showroom rug retailer offering premium designer rugs. Comparable direct-to-consumer rug focus and curated assortment approach.
• Rugs USA: US-focused online specialist retailer of area rugs. Direct comparison on pure-play rug e-commerce, assortment breadth, and marketing model, though geographically distinct.
• Home24: European online retailer of furniture and home accessories. Comparable DTC e-commerce model targeting similar European consumers with overlapping rug and home decor assortment.
• Westwing Group: European DTC e-commerce retailer of home furnishings and decor. Highly comparable business model, customer base, and category overlap with Rugvista's online rug and carpet focus.
• Made.com: UK-founded online home furnishings brand selling design-led furniture and rugs across Europe. Comparable DTC model and customer demographic, despite recent restructuring.

Broad incumbents

• Wayfair: Global online home furnishings and decor marketplace. Competes with Rugvista in rugs and floor coverings but operates at much greater scale and assortment breadth.
• IKEA (Inter IKEA / Ingka Group): Global home furnishings giant with a broad rug assortment and rapidly expanding e-commerce. Competes with Rugvista at the value end of the market and increasingly online.
• Maisons du Monde: French home furnishings retailer with both physical stores and a strong online channel across Europe. Overlaps with Rugvista on rugs and home decor but offers a much broader assortment and omnichannel presence.

Regional players

• Carpetright: UK-focused floor coverings and rugs retailer. Relevant comparison for category dynamics in rugs and flooring retail, though primarily brick-and-mortar and geographically UK-focused.

Emerging players

• Beni Rugs: Online-first DTC retailer specializing in vintage and antique rugs. Comparable online rug-only model and overlapping customer demographic to Rugvista.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 RUGVISTA GROUP