Ruggable is opening its first physical store-in-store inside John Lewis

The washable rug brand, which has been operating in the UK for the last three years, will open an experiential in-store concession inside the John Lewis flagship in London’s West End. 

Initially launched as a direct-to-consumer brand, the move into physical retail will allow UK shoppers to see Ruggable products in-store for the first time, and is the first store-in-store experiential concept for the brand worldwide. 

The brand has been available to shop online with John Lewis since September, and the in-store experience will open early this month.  

Ruggable vice-president of UK & Europe Clay Wertheimer said: “We’re incredibly excited by our partnership with John Lewis & Partners. This will be the first time in the UK market consumers will be able to view the Ruggable product in-person, and see firsthand the style and quality of the rugs we produce. 

“The motivation to move to omnichannel is driven by a wider initiative to double down on our growth in the UK, and introduce our innovative brand to a wider audience who know and trust John Lewis.”

Wertheimer told Retail Week that the brand has “consistently delivered double digit growth” since its launch and it aims to continue that trajectory over the next two to three years, having began started selling on Amazon and in entering three new Scandinavian markets over the last few months.