Configure-and-ship custom rugs brand by Peloton co-founders, raising $25M pre-launch and applying premium DTC hardware playbook to the fragmented rug market.
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See all ads on AdLibrary →Ernesta is a premium configure-and-ship custom rug brand co-founded by Peloton co-founders Graham Stanton and Yony Feng, launched in September 2023 after raising a $25M Series A pre-launch. The brand lets shoppers select size, shape, and material with direct shipping, disrupting the fragmented rug market with a Peloton-style DTC premium positioning and tech-enabled fulfillment.
Ernesta leads with customization as a differentiator in a market where most consumers settle for whatever size is available. Ads showcase the configure-and-ship experience alongside interior photography demonstrating how the right rug size transforms a space. Founding credibility (Peloton) is featured in PR-driven content that amplifies paid media reach. See Ernesta ads on AdLibrary.
On Pinterest, Instagram, and Facebook, Ernesta runs home interior inspiration ads and product configuration demos. Targeting overlaps homeowners, renters decorating first apartments, and home decor enthusiasts. The brand's visual language — warm, editorial home photography — competes with HGTV-adjacent content that these audiences already consume. Remarketing ads feature the full size and color customization tool.
Copy themes: 'the perfect rug doesn't exist until you configure it,' 'finally, the right size,' 'made to measure, shipped to your door.' Messaging directly addresses the rug category's biggest frustration — standard sizes never quite fit — and positions exact-fit customization as the obvious answer. Price-per-square-foot comparisons anchor value against traditional rug stores.
Ernesta illustrates how founder credibility from an adjacent category can shortcut trust-building for a new brand. Peloton co-founders in the rug market sounds unlikely — but their DTC brand-building pedigree signals to investors and early customers that this brand knows how to execute a premium hardware + service model. For marketers: the 'wrong size rug' pain point is universal but underserved by existing brands — finding and naming that pain in ad creative is the primary conversion driver.
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