Dive Brief:
- DTC rug brand Ruggable has collaborated with Anthropologie on a collection of rugs and doormats that went live Wednesday, according to details emailed to Retail Dive.
- Available on both the Ruggable and Anthropologie websites, as well as in Anthropologie Home Design Centers, the collection includes seven tufted rugs and three doormats. The rugs come in varying sizes and are priced between $139 and $1,449. The doormats are priced from $159 to $259.
- The launch is indicative of Ruggable’s broader expansion efforts, a priority of CEO Nicole Otto, who joined the brand in January after a 16-year career at Nike and two years as global brand president of The North Face.
Dive Insight:
Ruggable’s collection with Anthropologie is part of a larger strategy to broaden awareness and distribution.
“Ruggable’s expansion with Anthropologie represents a strategic step in meeting consumers where they naturally seek inspiration, both today and as we look ahead,” Otto said in an email. “Being present in one of the most respected retail destinations in the home space allows us to introduce our washability and elevated design to consumers in a setting where they can experience the craftsmanship, texture, and quality of our rugs firsthand.”
Ruggable also recently collaborated with Architectural Digest on a collection curated by its global interiors and garden director, Alison Levasseur. Such collections have potential benefits for brand awareness, according to GlobalData Managing Director Neil Saunders.
“The market for DTC firms remains tough although, in homewares, there has been some growth this year, which is helpful,” Saunders said in an email. “The key for a firm like Ruggable is to find ways to create visibility around the brand — which a collection with Anthropologie will do. This is about standing out and creating points of interest.”
Founded in 2017 by Jeneva Bell, the privately held Ruggable went through a restructuring in 2023 that included the departure of 100 corporate employees. Former CEO Nathan Baldwin also left in 2023 and Ruggable did not fill the CEO role until Otto joined almost a year ago.
In the past two years, Ruggable has taken steps to expand its international presence and leadership team. The company opened an international plant in Poland earlier this year to serve customers in Western Europe. Otto has also brought on new members of the executive team, including Restoration Hardware veteran Maria O’Brien as head of design, Nike alum Lauren Sherman as chief marketing officer and VF Corp. veteran Sarah Kleinmann as vice president and general manager of the Americas.
