Benisouk
Benisouk is a direct-to-consumer e-commerce retailer of authentic, handmade Moroccan rugs and home decor, sourced from a network of over 400 Moroccan artisans and sold globally through its Shopify storefront and Los Angeles showroom.
- Company typePrivate
- Founded2018
- HeadquartersOrlando, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Benisouk does
Benisouk is a direct-to-consumer e-commerce company that sells authentic, handmade Moroccan rugs and complementary home decor to global customers. Founded in 2018 and headquartered in Orlando, Florida (operating under legal entity EDESIGN PRO LLC), the company runs a Shopify-powered storefront at benisouk.com alongside a physical Los Angeles showroom. Its catalog spans eight tribal rug styles — Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, and Tuareg — categorized by size, color, pile thickness, and style (vintage, modern, shag, flatweave, bohemian, contemporary, neutral, luxury). The accessory portfolio includes floor pillows, Moroccan lighting, ceramics, pillows, pom-pom blankets, leather poufs, cactus silk tote bags, and wall art.
The business is built on a direct artisan-sourcing model, with products handwoven by a network of over 400 Moroccan craftswomen using traditional Berber techniques and natural materials (wool, cotton, leather). The company supports these artisans through community programs including on-site nurseries, healthcare initiatives, housing restoration, and well-digging projects. Its proprietary features include a custom rug service where buyers specify size, color, pattern, and design, and a swatch program for material previews.
Benisouk monetizes through one-time product sales across rugs and accessories, a Trade Membership program offering trade discounts to interior designers and decorators, a nationwide U.S. rental service for events, weddings, photoshoots, home staging, and film/TV productions, and free worldwide shipping to over 40 countries. The company is founder-led (Ayman as Founder, with co-founders Sanaâ and Kawtar), privately held with no disclosed institutional funding, and has earned media coverage in Architectural Digest, The New York Times, Elle Decor, Lonny Magazine, and The Grace.
Benisouk firmographics
Firmographics- Name
- Benisouk
- Legal name
- EDESIGN PRO LLC
- Website
- https://benisouk.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Benisouk is a direct-to-consumer e-commerce retailer of authentic, handmade Moroccan rugs and home decor, sourced from a network of over 400 Moroccan artisans and sold globally through its Shopify storefront and Los Angeles showroom.
- Ownership category
- akta.pro rank
Benisouk industry classification
Industry- Product category
- Moroccan Rugs & Home Decor
- NAICS
- Floor Covering Retailers (449121), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)
Keywords
Where Benisouk is headquartered
LocationHeadquarters
- HQ city
- Orlando
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Benisouk business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales - Moroccan Rugs: Primary revenue stream from selling handcrafted Moroccan rugs including Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, and Tuareg styles. Products sold in various sizes from small accent rugs to oversized area rugs, as well as vintage and brand new options.
- Home Decor Accessories: Sales of complementary Moroccan home decor items including floor pillows, lighting (Moroccan lamps), ceramics, pillows, blankets (pom-pom blankets), leather poufs, tote bags (cactus silk), and wall art.
- Rental Services: Rental of Moroccan rugs and decor for events, photoshoots, home staging, and film/TV productions across the U.S. with customizable rental periods.
- Trade Membership Program: B2B program offering trade discounts and benefits to designers, decorators, and trade professionals who purchase rugs and decor for client projects.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Benisouk product offering
Product offeringCore offering
Benisouk is an e-commerce retailer selling authentic, handcrafted Moroccan rugs and home decor directly to global consumers. The core offering is handwoven Moroccan rugs in eight tribal styles (Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, Tuareg), sold in multiple sizes, colors, pile thicknesses, and styles (vintage, modern, shag, flatweave, bohemian, contemporary, neutral, luxury). The product portfolio extends to complementary home decor including floor pillows, Moroccan lighting, ceramics, pillows, pom-pom blankets, leather poufs, cactus silk tote bags, and wall art. Services include custom rug design, swatches, and nationwide event rentals.
Product overview
Benisouk is an e-commerce platform selling authentic handcrafted Moroccan rugs and home decor. The core product offering is Moroccan rugs available in 8 tribal styles (Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, Tuareg), sold by size (small to oversized), color, pile thickness (thick, medium, flat), and style (vintage, modern, shag, flatweave, bohemian, contemporary, neutral, luxury). The accessory portfolio includes floor pillows, Moroccan lighting, ceramics, pillows, pom-pom blankets, leather poufs, cactus silk tote bags, and wall art. Services include custom rug creation, nationwide rental of Moroccan decor for events, a trade membership program for industry professionals, swatches, and a Los Angeles showroom.
Differentiator
Problem solved
Functional benefit
Products and services
- Moroccan Rugs Handwoven Moroccan rugs available in eight tribal styles (Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, Tuareg), offered in multiple sizes (small to oversized, runners, round), colors, pile thicknesses, and styles (vintage, modern, shag, flatweave, bohemian, contemporary, neutral, luxury) for residential and commercial customers worldwide.
- Floor Pillows Moroccan floor cushions and pillows designed for both comfort and decorative purposes, handwoven by artisans and sold as part of the company's home decor collection.
- Moroccan Lighting Handcrafted Moroccan lamps featuring intricate designs that create distinctive patterns of light and shadow, sold to consumers and trade professionals for interior decoration.
- Moroccan Ceramics Handcrafted Moroccan ceramic items sold as decorative accessories within the company's home decor line, designed to complement rug offerings.
- Moroccan Pillows Handwoven Moroccan pillows and cushions offered as decorative accessories for interior decoration, sold separately from floor pillows for sofa and bed styling.
- Moroccan Pom-Pom Blankets Handmade Moroccan blankets featuring pom-pom detailing, sold to consumers for home and interior decoration.
- Leather Poufs Handcrafted Moroccan leather poufs and ottomans made using traditional leather tanning techniques from Marrakech, sold as functional decor items.
- Cactus Silk Tote Bags Moroccan tote bags made from cactus silk (sabra) fiber, featuring traditional craftsmanship and sold as part of the company's accessories collection.
- Wall Art Moroccan wall art pieces including mirrors, trays, and decorative hangings, sold as part of the home decor accessories line for residential and commercial customers.
- Custom Rug Service Bespoke rug creation service allowing customers to work with the company to specify size, colors, patterns, and designs, with consultation and craftsmanship from skilled Moroccan artisans, available to consumers, designers, and trade members.
- Moroccan Decor Rentals Rental collection of authentic Moroccan rugs, poufs, pillows, lanterns, and decor available for events, weddings, home staging, photoshoots, corporate events, and film sets across the U.S. with customizable rental periods.
Quantifiable outcome
- Free shipping on all orders
- +2 more outcomes
Companies that use Benisouk
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Benisouk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Benisouk partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Benisouk competitors and assessment
Company assessmentEmerging players
- Made Trade: Ethical home goods marketplace curating fair-trade, sustainably-made rugs, furniture, and decor. Comparable ethical-sourcing narrative and artisan focus, though operating as a multi-brand marketplace rather than a single-brand retailer.
- Magnus Home: Online retailer of hand-knotted and vintage rugs including Moroccan, Turkish, and Persian styles. Comparable product mix and DTC model, focused on the same authentic-rug buyer.
Direct peers
- The Citizenry: DTC home goods brand sourcing handcrafted products from artisan communities worldwide with a strong ethical-sourcing narrative. Closely comparable mission, artisan-network model, and premium DTC positioning to Benisouk.
- Loloi Rugs: One of the largest US-based rug brands selling hand-knotted, hand-tufted, and power-loomed rugs through DTC, wholesale, and trade channels. Directly comparable to Benisouk as a DTC-led rug retailer with a strong trade-program focus.
- Rugs USA: Large online rug retailer offering area rugs, runners, and home decor at multiple price points. Comparable as a DTC-first rug specialist with broad size, style, and color assortment aimed at the same homeowner buyer.
- Revival Rugs: Online-first retailer specializing in vintage and antique rugs including Moroccan, Turkish, and Persian styles. Closely comparable product mix (vintage + new handcrafted rugs) and DTC-first model with global shipping.
Broad incumbents
- West Elm: National home furnishings retailer with deep rug, lighting, and decor assortments and a strong trade program. Competes for the same interior-designer and homeowner customer with a wider, more contemporary catalog.
- Crate & Barrel: Large home furnishings retailer with rugs, lighting, and accessories across multiple aesthetics. Overlaps on premium rugs and global-inspired decor for the same homeowner and trade segments.
- CB2: Modern home furnishings retailer with a curated rug and decor assortment. Competes for the same design-conscious urban homeowner and designer customer, with a broader but more contemporary-leaning catalog.
- Anthropologie Home: Established multi-category home retailer (rugs, lighting, textiles, decor) with a bohemian-leaning aesthetic. Overlaps with Benisouk in rugs and global-inspired decor but serves a much broader lifestyle assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Benisouk social profiles
Digital presenceBenisouk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Benisouk leadership team
Management profileNumber of profiles
Profiles4 records
Benisouk funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Benisouk 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 Benisouk
What does Benisouk do?
Benisouk is an e-commerce retailer selling authentic, handcrafted Moroccan rugs and home decor directly to global consumers. The core offering is handwoven Moroccan rugs in eight tribal styles (Beni Ourain, Boujad, Beni Mrirt, Azilal, Beni Mguild, Kilim Taznakht, Boucherouite, Tuareg), sold in multiple sizes, colors, pile thicknesses, and styles (vintage, modern, shag, flatweave, bohemian, contemporary, neutral, luxury). The product portfolio extends to complementary home decor including floor pillows, Moroccan lighting, ceramics, pillows, pom-pom blankets, leather poufs, cactus silk tote bags, and wall art. Services include custom rug design, swatches, and nationwide event rentals.
Is Benisouk a public or private company?
Benisouk is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Benisouk founded?
Benisouk was founded in 2018. It employs 11 to 50 people.
Where is Benisouk based?
Benisouk is headquartered in Orlando, United States, in the North America region.
How does Benisouk make money?
Four revenue lines are on record. Product Sales - Moroccan Rugs are the primary driver. The others are home Decor Accessories, rental Services and trade Membership Program.
Who are Benisouk's main competitors?
Emerging players on record are Made Trade and Magnus Home. Direct peers are The Citizenry, Loloi Rugs, Rugs USA and Revival Rugs. Broad incumbents are West Elm, Crate & Barrel, CB2 and Anthropologie Home.
Does Benisouk have an API?
No public API is recorded for Benisouk.
What industry is Benisouk in?
Benisouk's product category is Moroccan Rugs & Home Decor. Its primary akta.pro industry code is CRAIACAB, Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays). Its NAICS code is 449121 and its SIC code is 5700.