What Armadillo does

Armadillo (legal entity Armadillo&Co USA LLC) is a privately held, women-owned Australian-founded luxury rug brand established in 2009 by co-founders Jodie Fried and Sally Pottharst. The company designs and sells handcrafted rugs made from natural and sustainable fibers — wool, jute, linen and other natural materials — produced by extended artisan families using traditional, energy-efficient handmade techniques. The portfolio spans core collections including the hand-knotted Agra (best seller, available in 54 custom colors), Selva, Arroyo, Lathe, Meridian, Latitude, and Nook, alongside the 2026 launch of the Linea patterned line and the artist-edition GAIA Collection. A separate commercial-grade line is accredited under the Carpet Institute of Australia's globally-recognized commercial grading system, the first such accreditation for any rug brand.

Armadillo operates a hybrid distribution model combining direct-to-consumer e-commerce through armadillo-co.com, owned retail showrooms in Los Angeles, New York, San Francisco, Sydney, Melbourne, Brisbane, Dallas and London, a dedicated trade program for interior architects and designers with preferential pricing and custom product access, and an exclusive network of retail partners across North America, Europe and the Caribbean. Revenue is generated primarily through one-time product sales at luxury price points (approximately $2,600 to $3,500+ for standard sizes), with custom orders carrying a 22-week lead time and premium installation shipping available at $400.

The company holds several first-mover sustainability credentials: B Corp certification (2021, first US/Australian rug brand), Carbon Neutral status aligned with the UN Paris Agreement, Declare Label verification of 100% Red List Free status on all rugs via a partnership with the International Living Future Institute, and a Care & Fair membership (since 2014) requiring all suppliers to commit to fair wages and anti-child-labor practices. Customers include affluent individual consumers, a trade channel of interior designers and architects, and commercial/hospitality buyers in hotels and offices. The company remains founder-owned with no disclosed external institutional investment.

Name

Armadillo

Legal name

Armadillo&Co USA LLC

Website

https://armadillo-co.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Armadillo is a privately held, women-owned luxury rug brand founded in 2009 that designs and sells handcrafted rugs made from natural and sustainable fibers. It serves affluent homeowners, interior designers/architects through a dedicated trade program, and commercial/hospitality buyers via owned showrooms and DTC e-commerce across the US, Australia and London.

Ownership category

akta.pro rank

Product category

Luxury Handcrafted Area Rugs

NAICS

Carpet and Rug Mills (314110), Carpet and Rug Mills (31411)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG)

Keywords

• Handcrafted area rugs
• Sustainable floorcoverings
• Natural fiber rugs
• Custom interior textiles
• Artisan rug collections

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time sales of handcrafted rugs through e-commerce, owned showrooms, and trade program. Products range from entry-level to luxury price points with custom ordering available. Revenue generated through initial product purchase transactions.
2. Trade Program: Dedicated trade program for interior architects, designers and decorators offering custom product access, preferential pricing and dedicated account management.
3. Custom Rug Orders: Custom sizing and color programs including custom Agra collection with 54 color options and 22-week lead time for custom orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Armadillo designs, manufactures and sells handcrafted area rugs and floorcoverings made from natural and sustainable fibers (wool, jute, linen, and other natural materials) using traditional handmade techniques by extended artisan families. Its offering spans multiple named collections (Agra, Meridian, Selva, Arroyo, Lathe, Linea, Latitude, GAIA, Nook), a commercially certified rug line for hospitality and contract use, custom sizing and color programs, plus supporting services such as sample ordering, a trade program for designers, and complimentary styling consultations.

Product overview

Armadillo is a luxury rug brand offering a unified portfolio of handcrafted area rugs and accessories. The core product line spans multiple collections including the hand-knotted Agra (best seller), the new patterned Linea, Meridian (9-piece material-focused collection), GAIA Collection (artistic collaborations), and commercial-grade certified lines. Complementary offerings include custom sizing, sample service, trade programs, and styling consultations. The brand organizes products by type (Full Size, Rounds, Runners, Pattern) and operates a content platform (Armadillo Journal) featuring design stories, artist collaborations, and curated playlists.

Differentiator

Problem solved

Functional benefit

Products and services

• Agra Collection Hand-knotted wool rug with deep cut pile that reflects light and brings timeless elegance to contemporary and traditional interiors; available in 54 custom colors and multiple sizes; Armadillo's best seller.
• Meridian Collection Collection of nine handcrafted rugs in which weave, fiber and construction define each piece and color steps back, expressing Armadillo's range through its highest standard of hand craftsmanship.
• Selva Collection Elevated interpretation of a traditional kilim woven from Afghan wool, handwoven from three distinct hanks into one continuous form; from $2,800 for an 8'x10'.
• Arroyo Collection Herringbone weave translated into a cushioned experience, woven entirely from intentionally irregular felted wool with generous depth for durability; from $3,500.
• Lathe Collection Hand-knotted from jute with alternating cut and loop pile and a water-wash finish giving the fiber a silky luminous quality; features a clean turnover edge unique for an Indo-Nepali rug; from $2,600.
• Latitude Collection Innovative linen rug using hand-spun yarns in a fine flat weave to create subtle variations within a single color block; four tones gain depth and shadowplay lending comfort to contemporary spaces.
• Nook Collection Accent and area rugs sized for small spaces such as entryways, hallways, kitchens, ensuites and laundries, bringing everyday luxury to oft-forgotten parts of the home.
• Commercial Rug Lines Commercial-grade rug collections (Agra, Aspen, Braid, Eden, Nest, Odessa, River, Sherpa, Thatch, Willow, Winnow, plus custom ranges Babylon, Leila, Medea, Paragon) accredited under the Carpet Institute of Australia's commercial grading system for hospitality, office and retail use.
• Armadillo Trade Program Membership program for approved interior architects, designers and decorators that provides a dedicated account manager, access to custom product programs, preferential trade pricing, showroom workshops, and exclusive events.
• Complimentary Styling Service Complimentary design consultation service delivered in-person at Armadillo showrooms or virtually via video or phone to help customers select the right rug for their space.

Quantifiable outcome

• 100% Red List Free - All rugs verified as containing no materials or chemicals posing risks to human health or environment
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Romilly NewmanminorStrategic or Co-development Partner · 1 January 2026Tastemaker and chef who made her styling debut with an intimate salon dinner at Armadillo's New York City Flagship showroom. Transformed the brand new Flatiron space into an exclusive salon environment utilizing pieces from the Linea collection.
• International Living Future InstitutecoreStrategic or Co-development Partner · 1 January 2021Partnership established in 2021 to provide Declare Labels on all Armadillo rugs, verifying what products are made of, where they were made, life expectancy, end-of-life options, and compliance with Living Building Challenge Red List criteria.
• Klein AgencycoreStrategic or Co-development PartnerArchitectural design firm and longtime creative partner of Armadillo. Collaborated on the design of the New York flagship showroom at 1123 Broadway, introducing gentle curves and sculptural walls that honor the 1897 building's heritage while adding contemporary rhythm.
• Studio GosscoreStrategic or Co-development PartnerMulti-disciplinary practice commissioned to bring spatial incarnations of Armadillo brand to life across all six Armadillo showrooms in Los Angeles, New York, San Francisco, Sydney, Melbourne and Brisbane.
• Care & FaircoreStrategic or Co-development PartnerNot-for-profit organization that advocates for people working in carpet production industries in India, Nepal and Pakistan. Armadillo has been a member since 2014 and requires all suppliers to hold current membership. Members commit to no child labor, slavery or bonded labour, fair wages, good working conditions and support for workers' children through health, education and school-building projects.
• Jessie French / Other MatterminorStrategic or Co-development PartnerResearch-led studio working at intersection of art, design and science. Created Sill, a bespoke room divider made from algae-based MarbleWood surface for the Meridian Collection launch. Collaboration explores how surfaces record their own making and how material carries memory of geological time.
• Carla Cascales AlimbauminorStrategic or Co-development PartnerMulti-disciplinary Catalonian artist who collaborated with Armadillo on the Gaia Collection. Created Marea and Alma rugs that transcend traditional craftsmanship to become living artworks underfoot, drawing inspiration from her sculptural paintings exploring humanity's evolving relationship with nature.
• Studio Rob DiazminorStrategic or Co-development PartnerArchitectural designer firm partnered with Armadillo to bring handcrafted rugs to Fryman Estate, a 20,000-square-foot luxury property in Hollywood's Fryman Canyon featuring A-frame volumes, wire-brushed cedar forms and limestone pavilions.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• West Elm: National mid-to-premium home furnishings retailer with broad rug assortment and a Trade Program for interior designers. Competes for the design-trade and affluent homeowner segments but as part of a much wider home catalog rather than a curated rug specialist.
• RH (Restoration Hardware): Large luxury home furnishings brand with significant rug assortment, gallery showrooms, and trade program. Competes for the same affluent homeowner and designer customer, though rugs are one category within a much broader portfolio rather than the curated specialty focus of Armadillo.
• Crate & Barrel: Large home furnishings retailer with meaningful rug assortment across price points, designer trade program, and showroom presence. Adjacent competitor for the higher-end of the rug assortment though positioned more broadly across home categories.

Direct peers

• Stark Carpet: High-end rug and carpet company with deep ties to interior designers, architects and hospitality projects (hotels, yachts, residences). Overlaps with Armadillo on premium positioning, trade-designer channel, and commercial/hospitality specification work.
• Loloi Rugs: One of the largest rug brands in North America with a designer-focused trade program, multiple price tiers, and broad showroom/wholesale distribution. Overlaps with Armadillo on handcrafted rug aesthetic and trade-designer channel, though at larger scale and broader price range.
• The Rug Company: Luxury handmade rug brand with comparable designer-artist collaborations (including with major fashion houses), premium price points, and showrooms in major global cities—closely aligned with Armadillo's luxury positioning and craft heritage narrative.
• Jaipur Living: Handcrafted artisan rug brand offering sustainable and traditionally-made rugs across price points, with strong trade program for designers and broad DTC and showroom distribution—directly comparable to Armadillo's artisan positioning and designer channel.
• Cultiver: Australian-born premium home textiles brand (bedding, cushions, rugs) with DTC, showrooms, and designer channels and similar aesthetic sensibility. Closely comparable Australian heritage, premium design-led positioning, and direct-to-consumer trade mix.

Emerging players

• Beni Rugs (Beni & Co.): Direct-to-consumer sustainable rug brand specializing in hand-loomed Moroccan rugs with strong sustainability narrative and designer following—comparable to Armadillo in craft authenticity and modern DTC-marketing approach, though smaller scale.
• Anaya Tribal (formerly Nácar): Handcrafted artisan rug brand focused on sustainable and traditional weaving techniques with DTC and designer appeal. Comparable to Armadillo on craft authenticity, sustainable materials, and small-batch heritage production, though smaller geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/armadilloandco
• Pinterestpinterest.com.au/armadilloandco
• Facebookfacebook.com/ArmadilloCo
• LinkedInlinkedin.com/company/armadilloandco

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Armadillo