EthAum Venture Partners Backs HomeRoots’ $2M Round, Boosted by NJEDA’s $1M to Drive AI Innovation in Home Furnishings

FAIRFIELD, NJ, UNITED STATES — HomeRoots, a leading B2B omnichannel wholesale platform transforming the home furnishings industry through AI-powered marketplace solutions, has announced a $1 million equity investment led by EthAum Venture Partners, alongside AH Ventures, Larac Investments, Walnut Ventures, and other private investors.

Complementing this equity funding, the New Jersey Economic Development Authority (NJEDA) has awarded HomeRoots a $1 million zero-dilution, equity-free matching grant. The combined funding delivers a $2 million capital boost while preserving founder ownership and strengthening the company’s long-term growth trajectory.

Headquartered in Fairfield, New Jersey, HomeRoots connects global suppliers with B2B buyers — including retailers, designers, and trade professionals — offering seamless access to a comprehensive catalog of furniture, lighting, home décor, and related products. The platform eliminates traditional wholesale barriers such as high minimum order quantities (MOQs), extended lead times, and complex logistics. In their place, HomeRoots provides a B2C-like digital purchasing experience enhanced by real-time inventory visibility, competitive pricing, dropshipping capabilities, and integrations with major e-commerce marketplaces.

The funding arrives at a pivotal growth stage for HomeRoots, enabling accelerated AI feature development, expanded international market penetration, and supply chain optimization. With the global home furnishings market valued at over $400 billion, the company is positioning itself to capture greater market share through advanced personalization tools and strategic expansion into emerging markets.

EthAum Venture Partners, a Singapore-headquartered deep tech revenue scaler and venture fund, spearheaded the investment through its proprietary Zero BS Revenue Scaler program. Designed to drive measurable customer acquisition, build partner ecosystems, and accelerate go-to-market success for post-revenue B2B startups, the program provides structured scaling support beyond capital infusion. EthAum retains rights to invest up to $500,000 in the initial tranche, with potential follow-on commitments of 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, healthcare, and enterprise technologies, leveraging its global GTM network to deliver tangible revenue outcomes.

“We are excited to lead this investment in HomeRoots, a standout B2B platform that masterfully combines AI innovation with ethical, cross-border commerce,” said Madhu Gupta, Managing Partner at EthAum Venture Partners. “Their focus on empowering small businesses, optimizing supply chains, and creating sustainable value aligns seamlessly with our mission to back ventures that generate real economic and environmental impact. Through our Zero BS program, we’ll help HomeRoots accelerate customer wins and global expansion, propelling them to industry leadership.”

The NJEDA’s non-dilutive grant further reinforces New Jersey’s commitment to nurturing high-growth, innovation-driven enterprises. By providing equity-free capital, the award enables HomeRoots to intensify investment in research and development, technology enhancements, and talent acquisition without ownership trade-offs.

“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 HomeRoots. “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.”

HomeRoots

Since its inception, HomeRoots has built retail partnerships with major industry players including Wayfair, Lowe’s, Amazon, Target, The Home Depot, Overstock, Kohl’s, Walmart, QVC, Menards, Boscov’s, Raymour & Flanigan, and Bob’s Discount Stores. On the supplier side, collaborations include AirWallex, Payoneer, PingPong, and multiple ERP and logistics providers.

The newly secured capital marks a transformative milestone for HomeRoots as it prepares to roll out advanced AI-driven personalization features and expand its global sourcing and distribution footprint.

For more information, visit www.homeroots.co.