Meet&CoDENVER — Havenly Brands has launched Weft, its first internally incubated brand, introducing a new standard in performance rugs that blend designer-level style with everyday durability.
Each Weft rug is designed to withstand daily living, featuring a broad assortment of performance-based rugs that are easily cleaned. Some styles are machine washable, while others are designed for simple spot cleaning.
Following research into its existing design portfolio and market studies of current rug brands, the Havenly team found that most customers desired beautiful, low-maintenance designs with a plush feel underfoot—a combination often difficult to find in the accessible rug market. Weft aims to solve this at an accessible price point.
Lee Mayer, CEO of Havenly Brands, stated that Weft represents a natural evolution for the company as it continues to build a platform that meets customers where they are. She noted that the brand saw an opportunity to rethink the performance rug category, creating products that don’t force a trade-off between style and practicality.
The debut collection offers a warm, grounded, and flexible approach to everyday living, designed to handle everything from quiet mornings to spontaneous moments of activity. Weft was created to fill a clear market gap: rugs that people feel comfortable living on while offering high performance.
