Ernesta, an accessible luxury direct-to-consumer rug brand launched in 2023 by a Peloton cofounder, is revolutionizing the home decor industry with quick-turnaround custom rugs measured down to the inch. The company’s unique value proposition includes custom rug delivery in two to four weeks, an impressive timeline for any custom category.

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In this episode of Retail Rx, Ian Fredericks, CEO of Hilco Global Capital Solutions and the executive director of Hilco Global’s retail and consumer platform, chatted with Jennifer Parker, chief sales officer at Ernesta, about the brand’s innovative approach, commitment to customer experience and retail expansion plans.

Parker credited her diverse career background — from Bloomingdale’s to Peloton, where she worked with Peloton CEO and Ernesta founder John Foley — for shaping her leadership style and passion for customer-centric strategies. At Ernesta, her focus is on building a strong foundation for growth, fostering collaborative teams and embracing an omnichannel retail strategy.

The brand’s hybrid model also allows customers to customize rugs and view real-time pricing online, then step into showrooms to touch and feel the rugs, receive personalized advice and procure samples to experience back in their home.