Ruggable grew on Meta ads, then moved money to creators.
A washable rug sold with spill-and-wash videos, now shifting about 10% of spend from Meta to creators and connected TV. Its ShopMy creators brought in about $3M in month one.
BLOOM10X did not work with Ruggable. This breakdown uses public sources only, linked below.
- 2008Idea after a dog ruins a new rug
- Pre-2017Failed licensing deals, short runs on HSN and in Lowe’s
- 2017Venture money funds the website and digital ads
- 2020600+ designs, 380,000 Instagram followers
- Oct 2025One-piece All-in-One rug launches
- Holiday 2025$1M+ moved from Meta to ShopMy creators
- Nov 202614 million rugs sold
A media machine, rebalanced.
Five plays behind the growth.
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Show the mess, then the washer
In 2020 its Instagram ran “gasp-out-loud” spills, like a chocolate cake dropped on a white rug, that end in the washing machine. Founder Jeneva Bell said the videos were for people who think it’s “some sort of gimmick” (LA Times, Feb 2020).
Copy this: if your claim sounds too good, film the proof in the first three seconds and let the ad end on the result.
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Move a slice of Meta into creators
Last holiday it took over $1M out of Meta and gave it to creators on ShopMy. Month one brought about $3M in revenue, then doubled in month two and tripled in month three. The CMO says it beat traditional ads and TikTok as a conversion channel (Digiday, Oct 2026).
Copy this: move a fixed 10% of Meta spend into commission creators for one season and judge it on revenue, not reach.
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Brief the format, not the script
Hundreds of creators work mostly on commission. Ruggable sets the post format, how much content and which product, then “we let them do their thing.” Ambassadors like food creator Dan Pelosi get collabs and bigger moments (Digiday).
Copy this: give creators three rules (format, volume, product) and nothing else. Rebook the ones whose links sell.
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Fix what the internet complains about
Reddit threads complained about lining up the two-piece rug and the wash process. Ruggable fast-tracked a one-piece rug that made up more than 70% of revenue in under eight weeks, then replied to old complaints asking people back, which it called Project Second Chance (Shopify, Nov 2026).
Copy this: read your reviews and Reddit every month. When you fix a complaint, reply to the old posts with the fix.
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Collabs as the creative calendar
Collections with Jonathan Adler, the Hiltons, Goop and Bridgerton reach shoppers with other tastes (Business of Home, Oct 2024). The Adler line runs as a partnership ad, “Ruggable with Jonathan Adler” (Meta Ad Library).
Copy this: one collab per quarter gives you a launch, a new audience and ads that run from the partner’s handle.
What the money bought.
ShopMy revenue, first three months
The “sandwich” the CMO described
Share of revenue, eight weeks after the one-piece rug
“What got us here is not going to get us there.”
A creator ad from the wool launch.
Four home creators launched Ruggable partnership ads on Nov 10, 2026, three of them for the wool collection. Tap a number to see what each part does.
- 1The creator’s name first“Sarah Interior Design & Lifestyle with Ruggable.” It runs from her page, not the brand’s.
- 2Same day, four creatorsStarted Nov 10, 2026. Bridgerbauman, Bergen Flom and Mallory Interiors launched Ruggable ads the same day.
- 3A real roomA 41-second vertical video in a lived-in room, not a studio set.
- 4The buyer in the headline“Pet-Friendly Wool Collection.” Pets are the reason to buy a washable rug.
- 5Straight to the collectionShop now opens ruggable.com/collections/wool-rugs.
Collabs and messes, side by side.
About 320 active ads. Sorted by impressions, the top cards are a brand video, the one-piece rug, a hosting sale and collab drops. Pick one to see it.
“A Very Hilton Holiday”
“The Hiltons are back for a little sparkle.” A celebrity collab sold as a seasonal drop, with the product stacked like gifts.
Kathy and Nicky Hilton are one of several named collabs, alongside Jonathan Adler and Goop.
“Every adventure starts and ends at the door.”
A 20-second video of a dog crossing the entryway rug, with “over 1,000 patterns to choose from.”
The same mess-first idea as the 2020 cake videos, now on the doormat.
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Click an image to enlarge.
The product page sells the one-piece.
On a Morris & Co. rug, the new one-piece is the default type. Tap a number to see what each part does.
- 1The sale on the title line$599 struck through, $419.30 and “-30%” next to the name.
- 2Reviews in the same line4.6 stars from 1,617 reviews on this one design.
- 3Proof on the photo“528 people recently purchased” sits on the product image.
- 4A button that follows youAdd to cart stays pinned to the bottom of the screen.
- 5The new product as the defaultType is set to Tufted All-in-One, marked “Recommended,” with the original two-piece as the second choice.
- 6Risk answered“Made to Order. Ships FREE within 1-2 weeks.” Klarna from $38 a month.
The old product and the new one.
“I don’t know anybody who hasn’t seen a million Ruggable ads.”
Read it with three caveats.
- Scale came first. Ruggable shifted 10% of a large Meta budget. A $1M brand moving 10% is a test, not a channel.
- Connected TV is one line. The CMO named it as a brand channel but gave no spend or results, so we can’t say what it did.
- No revenue is public. The ShopMy figures are the CMO’s own; there is no filing to check them against.
- What we’d change: rebook the best ShopMy creators as partnership ads on Meta, so a post that sold on day one keeps selling.
Seven moves for a $1M–$10M brand.
- Open every ad on the problem your product removes, then show it gone. Hook rate guide
- Move 10% of Meta spend to commission creators for one season. Creator seeding
- Run creators’ best posts as partnership ads from their handle. Partnership ads guide
- Test connected TV only once paid social is profitable. CTV advertising
- Ask one question in your sign-up popup and split email flows by the answer. Retention
- Put price, reviews and delivery time above the fold on product pages. Conversion
- Check what a creator really costs per thousand views before you book. CPM calculator
Where every number comes from.
- Kimeko McCoy, “Ruggable’s new ad spend strategy shifts focus to ShopMy creators,” Digiday, Oct 16, 2026. digiday.com
- Alicia Clark, “Ruggable’s Secret Weapon for Growth? The Internet’s Honest Opinion,” Shopify, Nov 3, 2026. shopify.com
- Aidan Taylor, “Ruggable’s ‘overnight success’ was a decade in the making,” Business of Home, Oct 21, 2024. businessofhome.com
- Arielle Paul, “Those Ruggable ads taking over your Instagram feed? We talk to the genius behind it all,” Los Angeles Times, Feb 1, 2020. latimes.com
- Ruggable, homepage and Morris & Co. Blackthorn Tufted Rug page, viewed Nov 10, 2026. ruggable.com
- Ruggable Washable Rugs, official YouTube channel, videos dated Aug 1, 2024 and Oct 6, 2025. youtube.com/@RuggableWashableRugs
- Meta Ad Library, active US ads for the Ruggable page and partnership ads, viewed Nov 10, 2026. facebook.com/ads/library
