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

MILAN — Nordic Knots, the design-forward, Scandi rug marque with manner appeal, has drawn caller concern its way.

On Thursday, Nordic Knots, which besides launched a textiles postulation for the location successful 2025, announced the summation of caller number investors to standard its planetary presence, supporting the brand’s ngo of becoming the astir admired and starring marque successful the interior and location category.

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Nordic Knots was founded successful 2016 successful Stockholm by Liza Berglund Laserow, her hubby Fabian Berglund and his member Felix Berglund. Marking its 10th anniversary, the institution is targeting implicit $100 cardinal successful gross for 2026, reflecting its planetary enlargement and starring presumption successful the industry. Since its inception, the marque has operated arsenic a fast-growing plan company. Fabian Berglund, a erstwhile originative manager astatine advertizing firms Anomaly and Wieden+Kennedy told WWD the firm’s income grew 85 percent successful 2025 versus 2024.

The investment, with a fiscal magnitude adjacent to $100 million, is led by Imaginary Ventures, a globally starring user money based successful the U.S., specializing successful premium, brand-driven companies. Imaginary Ventures, which has astir $2 cardinal of assets nether management, was founded by Natalie Massenet and Nick Brown successful 2018. Its portfolio includes brands specified arsenic Skims, Westman Atelier, Danielle Frankel, and Reformation. The concern besides includes Stockholm-based concern steadfast Creades, Iris Ventures, and Moda Operandi cofounder Lauren Santo Domingo.

“We lived successful New York erstwhile we started Nordic Knots, and I was an interior decorator and Fabian was successful advertising. The dots connected erstwhile we merged those 2 worlds together,” Berglund Laserow told WWD successful an interview.

The caller partners volition enactment Nordic Knots’ adjacent signifier of growth, enabling further expansion, merchandise development, and strengthened marque positioning globally. The U.S. is its largest marketplace by sales, and a straight operated monobrand store is planned to unfastened successful Los Angeles successful June. There is already 1 store successful New York City connected Greene Street.

“We spot much flagship stores successful different cardinal cities… You tin astir apt conjecture them from a manner constituent of view, wherever we privation to be. It’s important to america to beryllium capable to amusement much radical the satellite of Nordic Knots successful a carnal expression… We truly similar the thought that we tin unfastened up doors that fto radical acquisition the marque successful existent life,” Fabian Berglund said.