EXCLUSIVE: Nordic Knots’ New Investment Proves Rugs Are a Hot Bet

MILAN – Nordic Knots, the original designer, Scandi rug rug and fashion appeal, has attracted new investment in its direction.

On Thursday, Nordic Knots, which has also launched a textile collection for the home in 2025, announced the addition of new investors to expand its global presence, supporting the brand’s mission to become the most loved and leading brand in the interior and home sector.

Nordic Knots was founded in 2016 in Stockholm by Liza Berglund Laserow, her husband Fabian Berglund and her brother Felix Berglund. Marking its 10th year, the company is targeting more than $100 million in revenue for 2026, reflecting its international expansion and industry-leading position. Since its inception, the brand has operated as a fast-growing design company. Fabian Berglund, former creative director at advertising firms Anomaly and Wieden+Kennedy told WWD the firm’s sales grew 85 percent in 2025 versus 2024.

The investment, worth approximately $100 million, was led by Imaginary Ventures, a leading global consumer fund based in the US, specializing in high-profile, brand-driven companies. Imaginary Ventures, with approximately $2 billion of assets under management, was founded by Natalie Massenet and Nick Brown in 2018. Its work includes brands such as Skims, Westman Atelier, Danielle Frankel, and Reformation. Investments also include Stockholm-based investment firm Creades, Iris Ventures, and St. Dominique Capital, an investment platform started by Moda Operandi co-founder Lauren Santo Domingo.

“We were living in New York when we started Nordic Knots, and I was the interior designer and Fabian was in marketing. The dots were connected when we brought those two countries together,” Berglund Laserow told WWD in an interview.

The new partners will support the next phase of Nordic Knots’ growth, which will enable further expansion, product development, and strengthening of the network’s global presence. The US is its largest market by sales, and a monobrand direct-operated store is scheduled to open in Los Angeles in June. There is already one store in New York City on Greene Street.

“We see more stores in some important cities… You can guess them in terms of fashion, where we want to be. It’s important for us to be able to show more people the world of Nordic Knots in a physical way…

The carpets and rugs are made in the Stockholm business center and are hand-woven by skilled artisans in India. In terms of price they run between $495 to $5,000, with an average of $800 to $2,000.

A partner of the GoodWeave brand, Nordic Knots argues that all of its rugs are made by artisans who work under fair conditions. GoodWeave works to end child labor and support education in carpet weaving communities around the world.

“The feeling … is like a hug, I would say. That feeling of comfort and warmth is what we really want to translate with our fabrics and products,” said Berglund Laserow, who worked with his mother Karin Laserow, a furniture dealer, interior designer and expert in Swedish antiques from 1500 to 1850.

In February, the firm revealed a collaboration with Studio Mellone, founded by New York-based, Brazilian interior designer Andre Mellone. The four-part collection was a reflection of Mellone’s affinity for Brazilian modernism, Art Deco, Bauhaus and retro design of the ’70s and ’80s.

Investments in rug businesses continue. Peloton founder John Foley’s premium rug firm, Ernesta, recently raised $20 million in Series B funding led by Addition, with participation from existing investors True Ventures and Platform Capital Management. Ruggable, a direct-to-consumer washable brand founded by Jeneva Bell in 2017, is backed by institutional investors including Guild Capital, Bridge Ventures, Real Tech Capital, and Washing Pond Ventures.