Ernesta (ernesta.com), a new direct-to-consumer custom rug company launched by John Foley, Hisao Kushi and Yony Feng- three co-founders of Peloton - today announced it has raised $25 million in a Series A funding round. The financing was led by Addition with participation from True Ventures, along with other investors.

Ernesta plans to expand the custom category of the multibillion-dollar domestic rug market by offering residential and commercial buyers the option to purchase from a thoughtfully curated selection of rugs cut to fit their exact space.