Home Roots Secures $2M to Advance AI Marketplace

Industry Insights from Next Move Strategy Consulting

Home Roots, a Fairfield, New Jersey–based B2B omnichannel wholesale platform, has secured a combined $2 million in funding to accelerate the development of its AI-powered marketplace solutions for the home furnishings industry. The investment marks a significant milestone for the company as it strengthens its position within the global $400+ billion home furnishings market. The funding includes a $1 million equity investment led by EthAum Venture Partners, alongside AH Ventures, Larac Investments, Walnut Ventures, and other private investors. In addition, the New Jersey Economic Development Authority (NJEDA) awarded Home Roots a $1 million zero-dilution, equity-free matching grant, allowing the company to expand operations while preserving founder ownership.

Strengthening a Digital-First Wholesale Ecosystem

Home Roots connects global suppliers with B2B buyers, including retailers, designers, and trade professionals, offering streamlined access to an extensive catalog of furniture, lighting, and home décor products. By removing traditional wholesale barriers such as high minimum order quantities, extended lead times, and complex logistics, the platform delivers a simplified, B2C-like purchasing experience tailored to wholesale customers. The marketplace integrates real-time inventory visibility, competitive pricing, dropshipping capabilities, and connectivity with major e-commerce channels. This structure enables businesses to manage sourcing and fulfillment more efficiently while enhancing operational flexibility. With the new capital infusion, Home Roots plans to accelerate AI feature development, expand into additional global markets, and optimize supply chain performance. The company aims to enhance personalization capabilities and deepen platform integrations to better serve its growing network of buyers and suppliers.

Strategic Backing from EthAum Venture Partners

EthAum Venture Partners, a Singapore-headquartered deep tech revenue scaler and venture fund, spearheaded the investment through its Zero BS Revenue Scaler program. The initiative is designed to support measurable customer acquisition, strengthen partner ecosystems, and drive go-to-market success for post-revenue B2B startups. EthAum retains rights to invest up to $500,000 in the initial tranche, with the possibility of follow-on commitments reaching up to $2 million. Founded in 2019 by Pankaj Gupta and Madhu Gupta, EthAum has supported more than 120 global startups across sectors including AI, robotics, AR/VR, and healthcare. “We are excited to lead this investment in Home Roots, a standout B2B platform that masterfully combines AI innovation with ethical, cross-border commerce,” said Madhu Gupta, Managing Partner at EthAum Venture Partners. “Through our Zero BS program, we’ll help HomeRoots accelerate customer wins and global expansion, propelling them to industry leadership.”

Public Support Reinforcing Innovation

The NJEDA’s $1 million matching grant reflects New Jersey’s commitment to supporting high-growth, innovation-driven companies. As a non-dilutive award, the funding enables Home Roots to intensify investment in research and development, talent acquisition, and platform enhancement without sacrificing equity. “This NJEDA grant validates the strength of New Jersey’s startup ecosystem and amplifies the strategic capital from EthAum and our partners,” said Gil Bar-Lev, Founder & CEO of Home Roots. “Together, we’re set to launch next-generation AI tools, deepen retailer integrations, and deliver exceptional value to our global community of buyers and suppliers.”

Expanding Retail and Supplier Networks

Since its inception, Home Roots has established retail partnerships with major industry players including Wayfair, Lowe’s, Amazon, Target, The Home Depot, Overstock, Kohls, Walmart, AAEFS, QVC, Menards, Boscovs, Raymour & Flanigan, and Bob’s Discount Stores. On the supplier side, the company collaborates with AirWallex, Payoneer, PingPong, and various ERP and logistics partners to streamline cross-border commerce and operational workflows. The newly secured funding will support upcoming launches centered on advanced AI personalization features and broader market expansion, reinforcing Home Roots’ ambition to strengthen its footprint across international markets.

Next Move Strategy Consulting’s Viewpoint

According to Next Move Strategy Consulting’s view, the infusion of capital into AI Marketplace Market highlights a broader industry shift toward intelligent, data-enabled wholesale ecosystems. As platforms increasingly integrate AI for personalization, supply chain optimization, and cross-border trade efficiency, companies like Home Roots are positioned to redefine how suppliers and retailers collaborate in the digital age. With strong venture backing, public sector support, and an expanding partner network, Home Roots is entering its next phase of growth focused on scalable innovation and global reach.

Source: Woodworking Network

Prepared by: Next Move Strategy Consulting