Kevin JohnsonRuggable is an e-commerce rug company based in Los Angeles, California. The company was founded in 2017 by Jeneva Bell to offer washable rugs. The founder conceived the idea of machine-washable rugs at her kitchen table. After years of development, the company delivered the original Ruggable machine-washable rug and its patented two-piece design.
In Jan 2023, Ruggable laid off 100 global corporate employees. In Jun 2023, Ruggable opened its first international facility in the UK. British and German consumers can rely on Ruggable’s Birmingham plant and EU fulfillment operation to fulfill their orders. The company plans to leverage these assets to sell in France. [1]
Ruggable is a venture-backed, direct-to-consumer (DTC) company offering residential and commercial rugs. The DTC brand has expanded its product assortment to over 1,000 designs. The company sells indoor and outdoor machine-washable rugs. Although Ruggable is best known for its rugs, it also offers door and bath mats.
The company recently collaborated with Iris Apfel, Jonathan Adler, and the National Gallery. In Aug 2023, the brand launched a new Ruggable x The Home Edit collection with Clea Shearer and Joanna Teplin. The rugs start at $119 and feature The Home Edit’s signature rainbow theme.
However, Ruggable is not the only brand offering machine-washable rugs. The company faces stiff competition from RugsUSA, Tumble, Revival, Boutique Rugs, Rugs Direct, Walmart, Rug Collective, and Lorena Canals. [2]
Here is an in-depth analysis of Ruggable’s top 15 competitors and alternatives:
1. RugsUSA
Year founded: 1998
Headquarter: Cranbury, New Jersey
RugsUSA is a top e-commerce retail store and supplier specializing in area rugs and home décor products. In Nov 2023, the brand launched a collection with interior designer Emily Henderson. The collaboration produced versatile rugs for $100 to $975 featuring 20 designs, including jute, wool flatweaves, tufted wool styles, and cotton-blend tufted options. [3]
RugsUSA offers high-quality and affordable washable rugs. The company recently acquired the Annie Selke Companies. In Aug 2023, the brands consolidated their distribution centers into RugsUSA’s footprint in New Jersey. The company plans to launch a new washable rug line, including 30 items with the Annie Selke signature look. RugsUSA is the top Ruggable competitor and alternative. [4]
2. Tumble
Year founded: 2021
Headquarter: Los Angeles, California
Tumble is a leading DTC brand offering practical and stylish home furnishings. The company provides high-quality, machine-washable, and spillproof rugs. As of May 2023, Tumble sold washable rugs in over 300 designs and sizes.
Tumble designs its rugs to meet the demands of busy households with pets and children. The company offers beautiful, durable, affordable home décor that withstand unexpected messes. In May 2023, Tumble introduced the 9×12′ size to its washable and spillproof rug collection. The 9×12′ rug beautifies spacious rooms and fits into washing machines for easy cleaning. Customers can use Tumble’s new Rug Swatch program to order samples to ensure the rug works in their space. Tumble is one of Ruggable’s top competitors. [5]
3. Revival Rugs
Year founded: 2017
Headquarter: Oakland, California
Headquartered: Oakland, California
Revival is an online-only brand sourcing unique vintage rugs for its customers. It offers high-quality rugs made with traditional techniques and natural or recycled materials. In 2023, Revival charged over $320 for its washable Comb, Gambit, and Damas rugs.
Revival started as an importer and restorer of rugs from Turkey, Morocco, and India before venturing into rug manufacturing. However, the main competitive advantage of Revival is its sophisticated and refined designs with lots of texture. The brand’s top-selling rugs include the Bellbottom and the Taylor. Both are washable, beautifully woven, and delightfully soft. Revival Rugs is one of the best alternatives to Ruggable. [6]
4. Boutique Rugs
Year founded: 2017
Headquarter: Calhoun, Georgia
Boutique is an online retail company specializing in rugs. Customers can access high-quality and affordable hand-woven and machine-woven area rugs for every room in their house. As of Dec 2023, the company offered over 40,000 SKUs, including 2’x3′ kitchen and bathroom rugs and stylish 12’x15′ room-sized rugs.
Boutique and Ruggable are online-only brands offering machine-washable rugs. However, Boutique uses a single-layer technique, while Ruggable uses its patented two-piece design. Another difference between the two is product variety. Boutique offers all rug types, while Ruggable only sells machine-washable rugs. Boutique Rugs is one of Ruggable’s top competitors. [7]
5. Rugs Direct
Year founded: 1998
Headquarter: Winchester, Virginia
Rugs Direct is an online decorative rug specialty retailer. The company serves customers via dedicated e-commerce sites, including RugsDirect.co.uk for the UK and RugsDirect.com for the US and Canada. According to Trustpilot, RugsDirect.co.uk has 4.3 stars out of 5 from 751 reviews. [8]
Rugs Direct serves consumers, professional designers, and commercial customers—the brand partners with premium manufacturers to offer more products without compromising quality. In 2022, Rugs Direct acquired Lightopia, an omnichannel lighting retailer. The acquisition expands Rugs Direct’s customer base to over 400,000 residential and commercial customers. Rugs Direct is a worthy alternative to Ruggable for consumers and home décor pros.
6. Walmart
Year founded: 1962
Headquarter: Bentonville, Arkansas
Walmart is the world’s largest retail chain. The retailer offers machine-washable rugs from in-house and global brands, including Everwash, nuLoom, Nicole Curtis, and Art of Knot. In 2023, Walmart had over 2 million employees and operated over 5,000 stores.
Walmart is a general merchandise chain with a strong market presence and e-commerce, while Ruggable is an online-only rug retailer. Consumers can purchase Walmart’s rugs online or in-store while shopping for other products. In Oct 2023, Walmart reopened 117 remodeled stores across the US. The retailer invested over $9 billion in two years to upgrade over 1,400 stores. Walmart is a formidable competitor for Ruggable. [9]
7. The Rug Collective
Year founded: 1997
Headquarter: Jacksonville, Florida
The Rug Collective is a luxury rug retailer. Experienced designers and home décor specialists back the company. According to the Rug Collective website, the company’s weaving technology ensures machine-washable rugs last through more washes than alternatives.
The Rug Collective and Ruggable offer machine-washable rugs. However, the Rug Collective is renowned for crafting luxury rugs by blending modern approaches with age-old techniques. All its rugs are made from 80% recycled cotton and 100% recyclable collections. The Rug Collective can poach eco-conscious customers from Ruggable. [10]
8. Lorena Canals
Year founded: 1998
Headquarter: Barcelona, Spain
Lorena Canals is a rug brand founded by Spanish designer Lorena Canals. The company offers washable rugs, nontoxic baskets, poufs, and accessories for kids’ rooms. As of Sep 2023, Lorena served customers in over 70 countries.
Lorena designs its products in Barcelona and manufactures them in its artisan factory in India. The brand produces washable rugs like Ruggable. However, all of Lorena’s rugs are handmade using natural materials and colored using nontoxic dyes. Lorena Canals is one of the best alternatives to Ruggable for nurseries and consumers with synthetic material sensitivities. [11]
9. Amazon
Year founded: 1994
Headquarter: Seattle, Washington
Amazon.com is the world’s largest e-commerce platform. The marketplace carries popular rug brands, including Ruggable and Ruggable’s alternatives like nuLoom, Safavieh, Lahome, and Ophanie. In 2023, Amazon laid off 27,000 employees after doubling its workforce between 2020 and 2022. [12]
Amazon and Ruggable are online-only retailers. The main competitive advantage of Amazon is its all-in-one offering. Consumers can access rugs from different popular brands on a single platform. In 2023, Ruggable x Jonathan Adler Washable Rug was one of the top-selling rugs on Amazon. Other brands on the list include Ophanie, Leevan, Shacos, Antep, nuLoom, Vasiliki, Lahome, Nourison, Safavieh, and Mubin. Amazon is one of Ruggable’s top competitors. [13]
10. Bed Bath & Beyond
Year founded: 1971
Headquarter: Union, New Jersey
Bed Bath & Beyond is an American big-box retail chain offering housewares, furniture, and specialty items like washable rugs. It filed for Chapter 11 bankruptcy in Apr 2023 and liquidated its stores. In Jun 2023, Overstock.com acquired Bed Bath & Beyond’s intellectual property for $21.5 million.
Bed Bath & Beyond has been the go-to store for home goods for over 30 years. In Aug 2023, Overstock.com relaunched its domain as Bed Bath & Beyond. Consumers can now access high-quality area rugs through BedBathandBeyond.com and the Bed Bath & Beyond mobile app. Bed Bath & Beyond is an affordable alternative to Ruggable. [14]
11. Gorilla Commerce
Year founded: 2014
Headquarter: Westport, Connecticut
Gorilla Commerce is an e-commerce platform that offers home and pet products via direct-to-consumer channels. According to Crunchbase, it raised an undisclosed amount from Trilantic North America in 2020.
Gorilla Commerce owns and develops several brands, including Gorilla Grip, Sofa Shield, Kangaroo, Grip Master, Ninja, GripMAX, Mighty Monkey, lalaLOOM, HOME Genie, and WONDERfoam. However, only Gorilla Grip competes with Ruggable. The brand offers bath rugs and mats.
Consumers can purchase the 24-by-17-inch Gorilla Grip Absorbent Chenille Bath Rug for around $9. This fluffy rug has a textured rubber backing to hold it in place, reducing the risk of slippage in the bathroom. Gorilla Commerce is one of the best alternatives to Ruggable for bath mats. [15]
12. Fab Habitat
Year founded: 2009
Headquarter: Edison, New Jersey
Fab Habitat is a leading homeware and home décor brand. The company was founded by an Indian-American couple to deliver mats produced by their family business in India to their new home in New Jersey. As of Dec 2023, Fab Habitat served consumers globally with a strong market presence in North America and Australia.
Fab Habitat offers eco-conscious home décor products that add value to homes and enrich the lives of the artisans who create them in India. In Dec 2023, the company launched its new machine-washable rug collection in Australia. The assortment includes Roorkee Modern with a distressed design and the Manila traditional rug made from 100% recycled plastic. Fab Habitat is a fast-growing competitor for Ruggable. [16]
13. The Home Depot, Inc.
Year founded: 1978
Headquarter: Atlanta, Georgia
Home Depot is a multinational home improvement retail corporation. Its rug collection includes caret-icon, Safavieh, nuLOOM, Addison, Well Woven, and JONATHAN Y. In Oct 2023, Home Depot had over 470,000 employees and operated 2,326 stores.
It is the world’s largest home improvement specialty retailer. It is best known for offering tools, construction products, and appliances. However, the chain also provides rugs. In Oct 2023, the company reshuffled its top management to serve more pro customers and purchase opportunities. Home Depot is a worthy competitor for Ruggable. [17]
14. HomeGoods
Year founded: 1992
Headquarter: Framingham, Massachusetts
HomeGoods is a home furnishing chain store owned by TJX Companies. The retailer offers rugs from global brands like Safavieh, FEIZY, Loloi, Brooks Brothers, Four Hands, and Justina Blakeney. In Oct 2023, HomeGoods had around 900 US stores. [18]
The main benefit of shopping at HomeGoods is its all-in-one home offering. Customers can access washable rugs, kitchen wares, bedding, furniture, and decor accessories under one roof.
In Oct 2023, the company shut down online shopping on HomeGoods.com to focus on expanding its brick-and-mortar stores. The website will continue to provide decor inspiration and home trends. HomeGoods is a worthy alternative to Ruggable for consumers who prefer in-store shopping. [19]
15. ViA Rugs
Year founded: 2023
Headquarter: New York City, New York
ViA is a designer-led DTC rug company founded by Jakub Staron. The founder is a master weaver with over ten years of experience designing and weaving rugs. In Feb 2023, Staron officially launched ViA Rugs as a direct-to-consumer company. [20]
ViA and Ruggable are DTC brands offering washable rugs. However, ViA provides high-end, custom-made rugs that stand apart from mass-produced area rugs. Each ViA rug is handcrafted with timeless designs, centuries-old weaving techniques, minimalist aesthetics, and ethical production practices. ViA Rugs is an emerging competitor for Ruggable.
References & more information
- James, D. (2023, Jun 20). Ruggable opens the first international facility. Retail Dive
- Osmanski, S. (2023, Aug 10). Ruggable just launched a new Collab with The Home Edit. Real Simple
- Flynn, A. (2023, Nov 4). The Designer’s 1st collaboration resulted in 20 new rugs for RugsUSA. Home Accents Today
- Wear, A. (2023, Aug 21). After the acquisition, RugsUSA and Annie Selke consolidated resources. Home Textiles Today
- Tumble (2023, May 9). Tumble adds a new 9×12′ size to their Line of Spillproof and Washable Rugs. Yahoo Finance
- Mangino, S. (2023, Nov 13). These chic rugs are made from luxe materials. They’re machine washable. USA Today
- Mangino, S. (2023, May 9). Are these machine-washable rugs better than Ruggable? USA Today
- Trustpilot (2023, Dec 19). Rugs Direct Reviews. Trustpilot.com
- Hart, H. (2023, Oct 30). Change is in the Air: Re-Grand Openings Celebrate More Than Half a Billion Dollars in Upgrades to Stores. Walmart.com
- Kumar, D. (2023, Oct 3). Weaving Sustainability into Everyday Choices. The Rug Collective
- McGowan, E. (2023, Sep 7). We Review Lorena Canals: The original nontoxic washable rug. The Good Trade
- Srivastava, S. (2023, Dec 29). The layoffs of 2023: Amazon to Microsoft, firms fired employees in jaw-dropping numbers. People Matters
- Sanders, J. (2023, Nov 19). The 15 Best Rugs on Amazon, according to Interior Designers. WWD
- RN Staff (2023, Aug 2). Overstock relaunches as Bed Bath & Beyond. Rug News
- Alvarez, D. (2023, Dec 13). The $9 Small Bathroom Staple That My Guests Love Me For. Apartment Therapy
- Fab Habitat (2023, Dec 13). Fab Habitat Unveils the Machine Washable Rugs to Shop in Australia. ABN Newswire
- The Home Depot, Inc. (2023, Oct 26). The Home Depot advances approach to pro. HomeDepot.com
- Pryor, M. (2023, Jun 13). 10 seriously chic rugs from HomeGoods that look way more expensive than they are. Apartment Therapy
- Gautieri, A. (2023, Oct 19). The Real Reason HomeGoods Is Shutting Down Online Shopping After This Week. Good Housekeeping
- ViA Rugs (2023, Feb 7). ViA Rugs, a New Direct-to-Consumer Rug Company, Announces its Official Launch. Yahoo Finance
- Business Wire (2022, Jan 10). Rugs Direct acquires Lightopia, an omnichannel lighting retailer | Business Wire. Business Wire
- Featured Image by Photo by Sina Saadatmand.
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