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Ruggable: The $175M Washable Rug Revolution
How one startup turned a simple idea into a home decor empire with 4.5M monthly visitors
Most home decor brands fight for shelf space in big-box stores. Ruggable fought for the washing machine instead—and won. With $175M in revenue and 4.5M monthly visitors, they've built an empire on the simple premise that beautiful rugs shouldn't be sacrificed to life's messes.
"Ruggable didn't invent the washable rug—they invented the category. And 4.5M monthly visitors prove the world agrees."
The Traffic Engine
With 59% direct traffic (2.7M visits/month), Ruggable has achieved what most DTC brands dream of: brand supremacy. Customers don't search for 'washable rug'—they search for 'Ruggable.' The 30% organic search traffic (1.37M visits) shows they're still capturing new audiences, but the direct traffic reveals true category ownership. This isn't a brand; it's a reflex.
The Pet & Parent Playbook
Their 2.9/5 Trustpilot rating (779 reviews) tells a story of scale vs. perfection. For a company with 560 employees and $175M in revenue, this is the inevitable trade-off: they've prioritized growth over boutique customer experience. The data suggests they're serving mass-market families with kids and pets, where 'good enough' service beats premium pricing every time.
The keyword strategy reveals their moat. 'Ruggable' alone drives 176K monthly searches—more than 'washable rugs' (18.7K) combined. They've become so synonymous with the category that competitors are essentially marketing for them. The misspelling 'rugable' (4.9K searches) proves brand penetration so deep that customers can't even spell it correctly.
- Tech stack built for scale: Shopify + Tailwind + Bootstrap + Swiper = 4.5M visitors/month without performance collapse
- Direct traffic dominance (59%) signals true brand equity, not just SEO luck
- The 'rug' keyword (103K searches) is their Trojan horse—they rank for the generic and convert to the branded
The Unsexy Billion-Dollar Insight
Ruggable proves that in DTC, the best moat isn't a product—it's a category you invent. They didn't disrupt rugs; they made 'unwashable' rugs obsolete.
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Washable Rugs & Washable Area Rugs by Ruggable | Ruggable US
The original washable rug is still the best. Ruggable rugs are machine washable and stain resistant. Great for homes with kids and pets. Free shipping!
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Ruggable USA
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Reviews (20)
Well-made area rug with a great design!
Rug shipped pretty quickly with tracking info. Rug and liner arrived well packaged. I absolutely love the area rug! The design is great! Perfect for Halloween!
Curly, but washable.
Designs are fun. The rugs are low pile and thinner than non-washable, but fine for under the dining room table. Washes well, but I have to goto a laundromat with a high capacity machine. My issue is I bought a round 8’ diameter rug about three years ago and the edges in high traffic areas curled up permanently within a year. Also, there is a wear mark all around the circumference where the edge of the rug pad ends.
Refused to honor price adjustment policy
The merchant refused to honor the 7-day price adjustment policy due to a small discount already applied to the product. They had a point system that was discontinued. They forced you to use the remaining discounts of $5-10, vs giving you an actual price adjustment of 30%—poor customer service.
I have had 3 large ruggable area rugs…
I have had 3 large ruggable area rugs for barely 2 years now. My main complaint is that although they are washable, the quality of the rubber pad is very low. After 1 year (conveniently just out of warranty) the little fibers of the Velcro have started to break down, now when I lift the rugs from their base pads I get 2 vacuum bags full of these little black pieces of black plastic. It makes an ungodly mess. I first vacuum the top of the rug, then the under side, then the rubber base to get as much of these little peices of plastic, then the whole floor around the rug and the path to the washer because the black sand gets EVERYWHERE. Along with having to clean my washer and filter after running them through. It’s such a laborious process that although I’d love to clean my rugs once a month I really only do it every 6 months. For the price I paid for multiple large rugs I would have expected them to last longer than 2 years. I plan to through them away soon, get some old fashioned standard rugs and buy a carpet cleaner. It honestly sounds like less work at this point.
Be careful what you buy
After ordering two rugs shipped together in one box the rugs didn’t work for me. When doing the return of said rugs it required each rug to be sent back separately which resulted in having to find another box, and the shipping cost of each rug. So, of course, the refund was less because of shipping two items back. They failed to impress me on every aspect and now will never purchase from them again.
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About ruggable.com
The original washable rug is still the best. Ruggable rugs are machine washable and stain resistant. Great for homes with kids and pets. Free shipping!
Company Overview
ruggable.com Social Media
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Technology Stack
ruggable.com uses 29 technologies across their website including Font Awesome, Google Fonts, HSTS, Amazon S3, Amazon Web Services, and more.
Fonts
Font Awesome, Google Fonts
Security
HSTS
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare +1 more
Email Marketing
Klaviyo
Advertising
DoubleClick Floodlight, Microsoft Ads, Pinterest Tag, TikTok Pixel +2 more
Customer Support
Zendesk
Traffic & Audience
ruggable.com receives approximately 4.6M monthly visitors and ranks #9,672 globally. The website has a bounce rate of 47% with visitors viewing an average of 5.9 pages per visit. Users spend an average of 3:30 on the site.
The majority of ruggable.com's traffic comes from undefined, undefined, .
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