Havenly has been on an acquisition streak in the home space. Now, it’s launching a brand of its own

Havenly Brands has built a name for itself by acquiring companies in the furniture and home-goods space. Now, it is rolling out a brand of its own: a performance rug brand called Weft. Weft, which is available online, offers a broad assortment of durable, plush rugs for high-traffic areas, like bedrooms and dining rooms. At launch, about a third of Weft’s rug styles are machine washable, while others can be hosed down or spot-cleaned. All are priced between $149 and $649. Weft is the first internally incubated concept from Havenly, a home-furnishings and interior-design company. While Havenly began in 2014 as an online-only design service, it has since built up its own product portfolio. In the last four years, it acquired housewares company The Citizenry, custom builder The Inside, and furniture brands Interior Define and Burrow. Weft marks Havenly’s attempt to fill what it sees as a gap in the interior-design space by tapping its existing supply chain and e-commerce infrastructure. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.