Today we’d like to introduce you to Justin Soleimani
Justin, we appreciate you taking the time to share your story with us today. Where does your story begin?
Tumble was born out of a desire to fill a gap we saw in the washable rug market. My cofounder, Zach, and I met at Emory University, stayed close friends post-graduation, and often discussed business ideas. While working in different industries, we noticed that the washable rug market was growing but the existing options lacked durability, cushioning, and style.
Determined to create a better solution, we spent 18 months refining our product—testing prototypes, analyzing customer feedback, and addressing pain points like curling corners and insufficient padding. In April 2021, we launched Tumble with a crowdfunding campaign, which not only validated the concept but also allowed us to build a profitable, self-funded business without outside investment. Since launching, we have been able to profitably scale our core washable rugs business to high eight figures in revenue annually, with plans for expansion into new products and markets in the coming years.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The journey hasn’t always been smooth, but each challenge has allowed us to improve our product and business. Early on, we faced the difficulty of creating a high-quality product that met our standards for safety and durability while remaining cost-effective. Crowdfunding played a key role in managing production costs and allowed us to iterate rapidly based on feedback from thousands of early customers.
Additionally, as a new brand navigating the COVID-19 pandemic, we faced significant disruptions in our supply chain. Constant changes in regulations, soaring costs, and port closures made it difficult to maintain timelines and quality standards. Without the ability to travel internationally, we relied heavily on strong communication with our manufacturing partners and local teams to overcome these obstacles.
Scaling up without compromising quality was another hurdle, requiring us to implement rigorous quality controls and adopt a hands-on approach to production. These experiences only highlighted the importance of adaptability and customer feedback. Every challenge ultimately strengthened our business and ability to deliver a product we’re proud of.
We’ve been impressed with Tumble, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Tumble specializes in high-quality, washable rugs designed with families and everyday life in mind. What sets us apart is our focus on functionality, safety, and design. Our rugs feature cushioned pads, spill-proof coatings, and corner pockets to prevent curling. They’re also made with premium, OEKO-TEX certified materials, free from harmful chemicals and perfect for homes with kids and pets. Beyond our products, we pride ourselves on an exceptional customer experience, offering services like a rug swatch program, augmented reality visualization, and free design consultations. We aim to make every step, from choosing a rug to maintaining it, as effortless as possible.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Starting Tumble was a calculated risk. Zach and I chose to fund the business ourselves and through crowdfunding instead of pursuing venture capital, which meant relying on the success of our product to grow. It was a leap of faith, but one rooted in extensive market research and preparation. We also took a risk by going all-in on a direct-to-consumer model, allowing us to gather immediate feedback and control every aspect of the customer experience. Risk-taking is about balancing ambition with strategy, and for us, it’s paid off by enabling sustainable but profitable growth.
Contact Info:
- Website: https://www.tumbleliving.com/
- Instagram: https://www.instagram.com/tumblerugs/
- Facebook: https://www.facebook.com/tumblerugs
Image Credits
Tumble
