Dinan Capital Advisors (“Dinan”), a leading middle market investment bank, is pleased to announce that its client, Winchester Carpet & Rug Co. (“Rugs Direct” or the “Company”) has received a majority equity investment from L2 Capital Partners (“L2 Capital”). Dinan served as exclusive financial advisor to Rugs Direct and its shareholders in this transaction.

L2 Capital is a Devon, PA based lower middle market private equity firm that specializes in making equity investments in manufacturing, distribution, service and E-commerce companies.

Rugs Direct, based in Winchester, VA, operates as a leading E-retailer offering one of the nation’s largest selections for area rugs and other home décor products. The Company’s product offering includes over 180,000 rugs from the world’s top manufacturers and importers at the best prices available anywhere.

Dinan Capital Advisors is a leading middle market investment bank providing merger and acquisition, capital placement, valuation and other financial advisory services to companies and institutional investors.