Nordic Knots Secures $100M Investment to Expand Global Presence

MILAN — Nordic Knots, the design-forward, Scandi rug brand with fashion appeal, has drawn fresh investment its way.

On Thursday, Nordic Knots, which also launched a textiles collection for the home in 2025, announced the addition of new minority investors to scale its global presence, supporting the brand’s mission of becoming the most admired and leading brand in the interior and home category.

Nordic Knots was founded in 2016 in Stockholm by Liza Berglund Laserow, her husband Fabian Berglund and his brother Felix Berglund. Marking its 10th anniversary, the company is targeting over $100 million in revenue for 2026, reflecting its international expansion and leading position in the industry. Since its inception, the brand has operated as a fast-growing design company. Fabian Berglund, a 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, with a financial amount close to $100 million, is led by Imaginary Ventures, a globally leading consumer fund based in the U.S., specializing in premium, brand-driven companies. Imaginary Ventures, which has nearly $2 billion of assets under management, was founded by Natalie Massenet and Nick Brown in 2018. Its portfolio includes brands such as Skims, Westman Atelier, Danielle Frankel, and Reformation. The investment also includes Stockholm-based investment firm Creades, Iris Ventures, and Moda Operandi cofounder Lauren Santo Domingo.

“We lived in New York when we started Nordic Knots, and I was an interior designer and Fabian was in advertising. The dots connected when we merged those two worlds together,” Berglund Laserow told WWD in an interview.

The new partners will support Nordic Knots’ next phase of growth, enabling further expansion, product development, and strengthened brand positioning globally. The U.S. is its largest market by sales, and a directly operated monobrand store is planned to open in Los Angeles in June. There is already one store in New York City on Greene Street.

“We see more flagship stores in other key cities… You can probably guess them from a fashion point of view, where we want to be. It’s important to us to be able to show more people the world of Nordic Knots in a physical expression… We really like the idea that we can open up doors that let people experience the brand in real life,” Fabian Berglund said.

Rugs and textiles are designed in the brand’s Stockholm atelier and handwoven by highly skilled artisans in India. In terms of price they run between $495 to $5,000, with a median range of $800 to $2,000.

A partner of the GoodWeave trademark, Nordic Knots contends that all of its rugs are made by adult artisans working under fair conditions. GoodWeave works to end child labor and support education in carpet-weaving communities worldwide.

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

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

Investments in rug businesses are on the uptick. Peloton founder John Foley’s elevated rug firm Ernesta recently inked a $20 million investment led by series B financing led by Addition, with participation from existing investors True Ventures and Platform Capital Management. Ruggable, a leading direct-to-consumer washable rug brand founded by Jeneva Bell in 2017, was backed by institutional investors including Guild Capital, Bridge Ventures, Real Tech Capital, and Washing Pond Ventures.