“The web has had a huge impact for us, and it’s amazing to see how much we’ve grown. I definitely get fired up over it!”Will McDonald
Co-founder & CEO
Rug Pad USA manufactures padding used to keep area rugs in place. As their name suggests, all of their products are made in the U.S. “This gives us full control over what goes into them,” says Co-founder and CEO Will McDonald. “We use high-grade materials, such as 100 percent natural rubber, which not only grips better, but also lasts longer, stays plush, and doesn’t damage your floors.” Founded in 2013, Rug Pad USA began as a small operation working out of a vacant retail space. Will and his business partner, Karl Froehlich, spent nights personally cutting and shipping each order. They brought on their friends, Anthony Liso and John Drozdz, shortly thereafter, and together the four-person team grew the business to a 1,600-square-foot facility, then 8,000, and eventually to their current 220,000 square feet of warehouse space. Their business is “super niche and not glamorous,” describes Will, “and that’s why we like it.”
As a direct-to-consumer e-commerce business, Rug Pad USA invests heavily in their online presence. They are frequently the number one search result for “rug pads” on Google. The company also uses AdWords, Google’s advertising program, to reach customers nationwide who are looking for durable and sustainable rug pads. “AdWords lets us scale our business. Nearly 40 percent of our online sales come through it,” says Will. Beyond search and ads, the team uses Google Analytics and G Suite tools, such as Gmail, Docs, and Drive, to manage their day-to-day operations.
Rug Pad USA ships roughly 2,000 packages a day and over 700,000 a year. In the last two years alone, they have hired around 60 people, mostly manufacturing professionals, to keep up with demand. The company’s growth has been positive for the broader community as well. The 19th-century buildings they occupy in Ansonia and Bridgeport had been vacant for years prior to their opening. Being able to infuse the cities with a renewed sense of energy is an experience that Will can only describe as “incredible” and “very humbling.” And with plans for steady growth, he hopes to continue spurring excitement for years to come. “We’re always looking to grow, but we want to do it ethically and at a sustainable pace,” shares Will. “That being said, I think we have a shot at doubling within the next few years.”