Capel Rugs
- Company typePrivate
- Founded1917
- HeadquartersTroy, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Capel Rugs does
Capel Rugs is a 108-year-old American rug manufacturer, importer, and retailer headquartered in Troy, North Carolina. The company produces braided, flat woven, hand tufted, hand knotted, hand loomed, and machine-made rugs at its vertically integrated North Carolina factory — where it blends, cards, spins, and dyes raw fibers before braiding and sewing — and supplements this domestic production with imported artisan rugs from India, Turkey, Belgium, and Egypt. Its product portfolio spans entry-level to premium price points from roughly $14 to over $1,500, with named sub-brands including American Originals (USA-made braided), Capel Conserve (eco-friendly, including PET and jute), Creative Concepts (custom fabric-bordered with 47+ fabric options), and Islamorada, plus material categories spanning wool, cotton, polyester, nylon blend, olefin/polypropylene, silk, leather, jute, and PET.
The company serves three primary customer segments: residential consumers purchasing for personal home use across every room of the house, interior designers accessing the trade program, and independent retail dealers purchasing wholesale for resale. Revenue is generated through one-time product sales (no subscription or licensing model) across four channels: a Shopify-powered DTC e-commerce site with sitewide free shipping, three owned retail showrooms (Troy Outlet, Raleigh, Richmond), an authorized dealer network with a public locator tool, and a dedicated B2B portal at capelrugswholesale.com. Capel Rugs operates as a privately held corporation (legal name Capel, Inc.) with no disclosed parent company, institutional investors, funding rounds, acquisitions, or executive leadership team in the source material beyond an IT Director. The technology stack is limited to Shopify, Google Analytics, and standard paid-advertising platforms (Facebook, Google, Microsoft), with no disclosed AI/ML capabilities. The company is actively operating and continues to expand its product assortment and customization programs, including custom braided, custom flatwoven, custom handmade, and design-your-own bordered rug offerings.
Capel Rugs firmographics
Firmographics- Name
- Capel Rugs
- Legal name
- Capel, Inc.
- Website
- https://capelrugs.com
- Company type
- Private
- Founded year
- 1917
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Capel Rugs industry classification
Industry- Product category
- Home Furnishings
- NAICS
- Carpet and Rug Mills (314110)
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Area Rug Manufacturing (IMAOAJAC)
- akta.pro secondary industries
- Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Tufted Floor Coverings Manufacturing (IMAOAJAE), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)
Keywords
Where Capel Rugs is headquartered
LocationHeadquarters
- HQ city
- Troy
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Capel Rugs business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Capel Rugs generates revenue through direct sales of area rugs to consumers via e-commerce (capelrugs.com) and retail stores. Products are sold at various price points ranging from budget-friendly options (under $50) to premium hand-knotted rugs ($1,000+). The company also sells rug padding/accessories.
- B2B Wholesale/Dealer Sales: Wholesale distribution to dealers and designers through the B2B portal (capelrugswholesale.com), enabling retailers and design professionals to purchase inventory for resale or client projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level rugs (Braided, Flat Woven, Basic Hand Tufted) |
| Unit Pricing | Pay-as-you-go | Mid-range rugs (Hand Tufted, Machine Made, Woven) |
| Unit Pricing | Pay-as-you-go | Premium rugs (Hand Knotted, Designer Collections) |
| Unit Pricing | Multi-year contract | Custom/Bespoke Rugs |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Capel Rugs product offering
Product offeringCore offering
Capel Rugs designs, manufactures, imports, and sells area rugs across braided, flat woven, hand tufted, hand knotted, hand loomed, and machine-made constructions. The company operates a Troy, NC factory for American-made braided and woven rugs since 1917, supplements with imported rugs from India, Turkey, Belgium, and Egypt, and sells through its own e-commerce site, three retail showrooms, a B2B wholesale portal, and an authorized dealer network.
Product overview
Capel Rugs is a rug manufacturer, importer, and seller offering a diverse portfolio of rug products. The company operates as a single unified e-commerce platform with multiple product categories spanning braided, flat woven, hand knotted, hand loomed, hand tufted, and machine made rugs. Their core offerings include American Originals (made in USA since 1917 in North Carolina), Imports (from India, Turkey, Belgium, Egypt), and the eco-friendly Capel Conserve collection. Custom products include Creative Concepts (fabric-bordered), Islamorada, and various custom manufacturing options. Accessories include rug padding/grip products. The company sells through their Shopify-powered online store and maintains physical retail locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Braided Rugs
Quantifiable outcome
- 100+ years in continuous business
- +1 more outcomes
Companies that use Capel Rugs
Customer profileSegments3 records
Ideal customer profiles3 records
Capel Rugs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
Capel Rugs partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Capel Rugs competitors and assessment
Company assessmentBroad incumbents
- Shaw Industries: Largest US flooring manufacturer (subsidiary of Berkshire Hathaway) producing carpets, rugs, hard surfaces, and related products. Overlaps with Capel in rug/carpet manufacturing but operates at vastly larger scale across residential and commercial channels.
- Mohawk Home: Division of Mohawk Industries, one of the largest flooring manufacturers globally, with a significant rug and mat portfolio sold through mass and home improvement channels. Comparable as a rug manufacturer, though at substantially larger scale and broader channel mix.
Direct peers
- Jaipur Living: Rug and textile company that designs, manufactures, and distributes hand-knotted, hand-tufted, and flat-weave rugs globally with a strong DTC and trade presence. Comparable to Capel in construction methods, designer/trade focus, and multi-channel distribution.
- Nourison: Rug and home décor manufacturer and importer offering broadloom, area rugs, and runners across price points via wholesale and DTC channels. Comparable to Capel in imported rug assortment, dealer/wholesale network, and product category breadth.
- Loloi Rugs: Major US-based rug brand offering a broad assortment of machine-made and hand-knotted rugs across all price points via DTC, wholesale, and designer channels. Directly comparable to Capel in product breadth, multi-channel strategy, and designer trade focus.
- Safavieh: Vertically integrated rug and home furnishings manufacturer and importer with a large assortment spanning traditional to contemporary designs. Comparable to Capel in imported rug assortment, retail showroom presence, and B2B dealer network.
- Surya: Manufacturer and wholesaler of area rugs and home accessories offering broad style assortment through designer and retailer channels. Comparable to Capel in B2B/wholesale go-to-market, product breadth, and trade program emphasis.
- Dash & Albert: Rug company (now part of Annie Selke) specializing in cotton braided, woven, and indoor/outdoor rugs with strong DTC and wholesale channels. Highly comparable to Capel's American Originals braided line and outdoor rug assortment.
- Annie Selke: Designer home goods company selling rugs, bedding, and home décor with strong brand identity and DTC plus wholesale presence. Comparable to Capel in designer-led assortment, multi-channel distribution, and emphasis on lifestyle branding.
Emerging players
- Ruggable: DTC-native washable rug brand built on a proprietary two-piece cover and rug pad system with strong digital marketing and celebrity collaborations. Comparable to Capel in targeting residential rug buyers but differentiated by washability and digitally-led acquisition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Capel Rugs social profiles
Digital presenceCapel Rugs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Capel Rugs leadership team
Management profileNumber of profiles
Profiles1 record
Capel Rugs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Capel Rugs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Capel Rugs
What does Capel Rugs do?
Capel Rugs designs, manufactures, imports, and sells area rugs across braided, flat woven, hand tufted, hand knotted, hand loomed, and machine-made constructions. The company operates a Troy, NC factory for American-made braided and woven rugs since 1917, supplements with imported rugs from India, Turkey, Belgium, and Egypt, and sells through its own e-commerce site, three retail showrooms, a B2B wholesale portal, and an authorized dealer network.
Is Capel Rugs a public or private company?
Capel Rugs is a private company. It is classified as family owned and is currently operating.
When was Capel Rugs founded?
Capel Rugs was founded in 1917. It employs 101 to 250 people.
Where is Capel Rugs based?
Capel Rugs is headquartered in Troy, United States, in the North America region.
How does Capel Rugs make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are B2B Wholesale/Dealer Sales.
Who are Capel Rugs's main competitors?
Broad incumbents on record are Shaw Industries and Mohawk Home. Direct peers are Jaipur Living, Nourison, Loloi Rugs, Safavieh, Surya, Dash & Albert and Annie Selke. Ruggable is listed as an emerging player.
Does Capel Rugs have an API?
No public API is recorded for Capel Rugs.
What industry is Capel Rugs in?
Capel Rugs's product category is Home Furnishings. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing, with a secondary code of IMAOAJAF, Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave). Its NAICS code is 314110 and its SIC code is 2273.