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E-Commerce, Retail

Peloton Founder's Ernesta Rolls Out Online Custom Rug Sales Site

Direct-to-consumer Ernesta.com, founded by Peloton's John Foley, goes live online offering a collection of designer quality, custom size rugs.

5/16/2023
ivory rug with raised geometric design from Ernesta
Ernesta.com customers can size their own rug, selecting from a curated collection of elevated materials and colorways.
Shown, the hand-loomed Odessa in oatmeal

NEW YORK -- Ernesta (ernesta.com), a new direct-to-consumer custom-sized rug company launched by John Foley, the founder of Peloton, announces the launch of its Beta e-commerce program.

Ernesta provides designer quality, custom-sized area rugs in constructions including tufted, hand-woven, machine-woven in fibers including wool, polysilk, polypropelyne, nylon, sisal and Triexta. There are 48 designs, in neutral textural designs, available as part of the Beta launch and area rugs are produced in Belgium, India, New Zealand and Turkey. As part of the Beta launch consumers are able to order a sample box that includes five samples, and will receive $50 off their purchase The program allows buyers to select and size their own rug.


Ernesta's Van Veldt is hand-tufted from space-dyed wool in India with a a cost of $21/sq ft.
 
"We are thrilled to launch our Beta program after the incredible response we received during our Alpha phase," said John Foley, CEO of Ernesta. "The success of this program confirmed that consumers are eager for more elevated rug designs, and they truly value the impact of a custom-sized, well-tailored rug. We're excited to help consumers and designers transform any room with a stylish foundation for which they will be proud."

Ernesta's Beta program introduces a premium sample experience that allows customers to select up to five samples, giving them the ability to see and feel the materials and textures in their own home before making a purchase. This hands-on approach ensures that customers can choose an area rug that reflects their design aesthetic and have it sized perfectly for their space.

"Our inaugural rug collection of high-quality, elevated classics was curated from an exhaustive search and review of thousands of samples," said Rosa Glenn, Ernesta's Chief Merchant. "These offerings represent the core of our brand; exceptional-quality solids and easy patterns in various fibers, weave constructions, and price points. We have exciting plans for future product expansions, including an increased pattern voice and color offering."


Ernesta's has now introduced sample box that can include up to five designs for $50. Shown, top, Odessa  in oatmeal and Lissie in cream.
 
The Beta program expands Ernesta's geographic reach, initially delivering to 3,700 zip codes in New York, Dallas, Miami, and Chicago and quickly growing to 30,000 zip codes across the country, a significant increase from the Alpha phase. The company also offers flexible delivery options, including a white glove service, where a team of professionals will deliver and install the rug, ensuring a hassle-free experience.

Ernesta's sample program will improve upon the direct-to-consumer rug shopping experience by allowing customers to choose up to five samples for $50, which they'll get back as a credit toward their rug purchase. The samples will arrive in a branded box and will direct customers to resources for how to size their room for just the right fit. Ernesta will also offer the support of design consultants who can provide guidance on choosing and sizing customers' rugs.

Interest in Ernesta's Alpha program far exceeded expectations in being oversubscribed, the company stated. It also provided valuable feedback from its first customers, informing the development of Ernesta's Beta program, particularly in regards to the sampling program and delivery options.

Due to the overwhelming consumer response to the Alpha program, access will be gated during the Beta program. Ernesta.com is available to the public, allowing anyone to browse Ernesta's assortment, but only those who have signed up and are granted access into the Beta program will be able to make purchases. This will enable Ernesta to manage demand closely and provide an exceptional experience to its customers as it rolls out to markets across the U.S.

To view the Ernesta collections, click here. Or, customers can visit ernesta.com/beta-launch to join the waitlist.


Several collections from Ernesta are safe for the outdoors, including Marci Salt, a soft range made
in Belgium of 100 percent UV stabilized Royaltron polypropylene.
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