Swedish rug brand Nordic Knots has announced its first-ever external funding round, securing a $100 million minority investment from a group of high-profile investors led by Imaginary Ventures. The deal marks a significant milestone for the fast-growing home textiles brand as it looks to accelerate expansion and strengthen its global presence.
The investment consortium includes well-known names such as Creades, Iris Ventures, and St. Dominique Capital, the investment platform founded by Lauren Santo Domingo. Imaginary Ventures, which has previously backed leading fashion brands such as Skims and Reformation, is leading the round—signaling strong investor confidence in the premium rug segment.
Strategic Timing for Growth Acceleration
Founded in 2016 by Fabian Berglund, Liza Berglund Laserow, and Felix Berglund, Nordic Knots has built its identity around offering high-quality, design-led rugs positioned between mass-market products and ultra-luxury custom pieces.
According to co-founder and Chief Creative Director Liza Berglund Laserow, the company has deliberately waited for the right moment to accept external investment. “We’ve had investors approaching us for years, but timing is critical. Now we feel ready to scale the business in a more ambitious way,” she noted.
CEO Fabian Berglund emphasized that while the company has been satisfied with its organic growth trajectory, the new capital injection will enable a faster expansion strategy. “We’ve been happy with our pace, but now we want to move quicker,” he said.
From Niche Brand to International Player
Nordic Knots initially gained traction through a direct-to-consumer (DTC) model, particularly in the United States, supported by a curated product range and strong design identity. Manufacturing primarily takes place in India, allowing the company to balance quality and cost competitiveness.
The global surge in home décor demand during the pandemic significantly boosted the brand’s growth, aligning with a broader resurgence in consumer interest in rugs and interior design.
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In response, Nordic Knots has expanded beyond rugs into adjacent home categories such as curtains and bedding, positioning itself as a lifestyle brand rather than a single-category player.
Expanding Retail Footprint and Revenue Targets
As part of its growth strategy, the company has been investing in physical retail. Following the launch of its first U.S. store in Manhattan, Nordic Knots is preparing to open a flagship location in Los Angeles. Its retail network also includes locations in London and Stockholm.
Looking ahead, the brand has set an ambitious target of reaching $100 million in annual revenue by 2026, reflecting both its growth momentum and the increasing demand for premium, design-focused home textiles.
A Signal for the Global Rug Market
The investment in Nordic Knots highlights a broader trend within the global carpet and home textiles industry, where design-driven brands are attracting significant investor interest. As consumer preferences shift toward curated, high-quality interiors, companies that combine strong aesthetics with scalable business models are increasingly positioned for rapid growth.
For the industry, this deal underscores the growing convergence of design, branding, and investment in shaping the future of the global rug market.
