Dive Brief:
- DTC custom rug brand Ernesta opened its second showroom this week in Bethesda, Maryland, according to a company press release.
- The 800-square-foot store is located in the city’s popular Bethesda Row, which also features locations from Nike, Allbirds, Warby Parker, Bonobos and Faherty. The Ernesta store is open to both designers and the general public and features a lounge where designers can review products with their clients.
- In addition to the Bethesda showroom, Ernesta launched a new trade portal on its website. The brand’s trade portal offers designers exclusive access to its 200+ SKU rug collection with customized browsing and self-service checkout, per the release.
Dive Insight:
With the opening of its Bethesda store, Ernesta is beginning to build out its brick-and-mortar footprint.
The latest showroom is similar to the brand’s first location opened in April on Manhattan’s Upper East Side and, if successful, could lead to more stand-alone stores in the future, per a company spokesperson.
"Our Bethesda showroom is a step forward in Ernesta's growth strategy as we expand our reach into the thriving design communities of Maryland and Washington, D.C. This new showroom will be a hub for both design enthusiasts and professionals to connect with our brand and receive expert guidance,” Jennifer Parker, chief sales officer of Ernesta, said in a statement. “With a nearly 5x increase in applications to our trade program, it's clear that designers are eager for more support and resources.”
Ernesta launched nationwide in September 2023. This came after the brand — founded by Peloton co-founders John Foley, Hisao Kushi and Yony Feng — first raised $25 million in 2022 in a Series A funding round. The company then launched a beta e-commerce program in May of last year.
The brand allows customers to customize rug sizes to fit their specific needs. The brand also promises quick delivery of two to four weeks on all customized rugs. Products are sourced from partnerships the brand has in India, Turkey and the U.S., according to the company spokesperson.
Building out its physical footprint is a strategy many digitally native brands have adopted over the years as a way to grow their audiences.
But Ernesta’s store expansion also comes as the broader home category faces challenges. Following a period of growth early on in the pandemic, the category has experienced declining demand and falling sales in recent months.
