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Havenly Brands Launches Weft, Its First Internally Incubated Brand

A new standard in performance rugs, blending designer-level style with real-life durability

Havenly Brands, the portfolio of brand redefining how people shop for home, today announced the launch of Weft, its first-ever internally incubated brand and a new standard in performance rugs. Designed for modern, real-life living, Weft brings together designer-level style and true everyday durability, offering a more beautiful, more practical foundation for the way people actually live today.

Created for homes that are as dynamic as the people in them, Weft delivers thoughtfully designed rugs that look elevated, feel incredible underfoot, and stand up to whatever life throws down. Each piece is meant to stand up to daily living, with a broad assortment of performance based rugs that can be easily cleaned. Portions of the assortment are machine washable and others are easily hoseable or spot cleanable. Designed with a focus on the texture underfoot, each piece is impressively durable, and crafted with rich textures, nuanced color palettes, and modern patterns, bringing a design-forward point of view to a category that has long prioritized function over form.

After extensive research of their existing design portfolio and market studies of existing rug brands, the Havenly team found that most customers were craving something more - seeking beautiful design and easy to maintain, but also a plush feeling underfoot that can be tough to find in the accessible rug market. Weft is Havenly’s simple solution to that, even better, at the right price point.

“Weft represents a natural evolution for Havenly Brands as we continue to build a platform that meets our customers exactly where they are,” said Lee Mayer, CEO of Havenly Brands. “We saw a clear opportunity to rethink the performance rug category, creating something that doesn’t force a trade-off between style and practicality. With Weft, you truly get both.”

Weft is built for the modern, design conscious consumers who want their spaces to look beautiful but also be lived in. Whether it’s muddy paws, snack-time spills, or everyday wear and tear, Weft rugs are designed to handle real life with ease—without ever feeling overly precious or purely utilitarian.

Key features include:

  • Designer-Level Aesthetic: Elevated textures, versatile patterns, and refined colorways designed to anchor a room beautifully

  • True Performance Durability: Made to withstand everyday life, from high-traffic areas to unexpected messes

  • High Functioning: A variety of easy-to-clean constructions that simplify maintenance without compromising quality or feel

  • Approachable Price Point: With prices ranging from $149 to $649, Weft makes great design more accessible without sacrificing style

The debut collection introduces a joyful, grounded take on everyday living. Blending cozy textures with approachable patterns and effortless charm, the collection is designed to bring warmth, personality, and flexibility into the home, inviting everything from quiet mornings to spontaneous moments of chaos.

As Havenly Brands’ first internally incubated concept, Weft reflects the company’s unique ability to translate customer insights and design expertise into meaningful product innovation. Informed by years of data across hundreds of thousands of designed spaces, Weft was created to fill a clear gap in the market: rugs that people not only feel comfortable living on, but are high-performing as well.

About Weft: 

Started and backed by the nation’s #1 interior design platform, Weft is at the forefront of rug style without compromising on performance or price. Created for homes that are as dynamic as the people in them, Weft delivers thoughtfully designed rugs that look elevated, feel incredible underfoot, and stand up to whatever life throws down.

About Havenly Brands:

Havenly Brands is the leading portfolio of home and design brands serving the modern design customer and the trade. Its portfolio includes Havenly, Interior Define, The Citizenry, The Inside, St. Frank, Burrow, and now The Expert – uniting creativity, technology, and commerce under a shared commitment to living in a home you love.

For more information, please follow us on Instagram or visit havenlybrands.com.