Dive Brief:
- U.S.-based rug brand Ruggable is opening its first international facility in the U.K. this month, according to details shared via email with Retail Dive.
- The direct-to-consumer company’s Birmingham plant and European Union fulfillment operation will help it fulfill orders in the U.K. and Germany, with plans to sell in France in the near future. Ruggable initially launched in the U.K. in October 2021.
- Along with its international expansion plans, the company has expanded it product assortment to include over 1,000 designs. Ruggable recently collaborated with Iris Apfel for a capsule collection, which outperformed expectations for U.K. sales.
Dive Insight:
Ruggable’s new facility will help enable international growth in existing and new regions. The company said Germany and U.K. are two of its most successful markets to date.
Founded in Los Angeles by Jeneva Bell, the DTC brand sells machine-washable rugs in a two-piece layered system. The company also sells door and bath mats, as well as outdoor rugs.
Its international growth comes after the company laid off 100 global corporate employees in January. Ruggable at the time said the decision was made in order to “ensure our business will remain strongly positioned in today’s challenging economic environment.”
The brand has collaborated with a variety of designers, celebrities and establishments, including Jonathan Adler and the National Gallery. Earlier this year, Ruggable revealed a collection with Barbie, which includes rugs and doormats. The brand also launched bath mats in the fall and has released faux hide rugs.
