Knots Rugs

What Knots Rugs does

Knots Rugs is a London-based boutique manufacturer of hand-knotted luxury rugs founded in 2007 by Bonnie Sutton and registered in England & Wales as Knots Rugs Ltd. The company designs rugs produced by artisans in Nepal and India using traditional hand-knotting techniques at densities of up to 100 knots per inch, with secondary construction in hand-woven flatweave/dhurrie and hand-tufted methods. Materials include Tibetan wool, Chinese silk, wild silk, nettle, hemp and cactus fibres, with colour achieved via natural and eco-friendly dyeing; production lead times run 12–26 weeks depending on complexity, with a 15% surcharge available for accelerated production on rugs under 5 metres. The firm is a family-run operation with 1–10 employees, anchored on a single London flagship showroom at 595 Kings Road.

Name

Knots Rugs

Legal name

Knots Rugs Ltd

Website

https://knotsrugs.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Knots Rugs is a London-based boutique manufacturer of hand-knotted luxury rugs made in Nepal and India. The family-run company serves residential and hospitality customers via its Kings Road showroom, trade accounts programme, e-commerce site, and international dealer network.

Ownership category

akta.pro rank

Product category

Luxury Hand-Knotted Rugs

NAICS

Carpet and Rug Mills (31411)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Hand-knotted rugs
• Luxury designer rugs
• Bespoke floor coverings
• Artisan rug collections
• Custom rug design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury hand-knotted rug sales (standard in-stock): Sale of pre-made, in-stock rugs from the collections via the London showroom and e-commerce website. Full payment required on receipt of invoice for in-stock items.
2. Bespoke and custom-made rug orders: Custom and bespoke rugs ordered to client specification. Require 50% deposit at order placement and 50% balance before shipping. Production lead times of 16–26 weeks (or 12–14 weeks with a 15% surcharge for expedited production).
3. Trade account sales: Trade accounts for interior designers and decorators offering special trade pricing, dedicated account management, personalised design and sample services, and priority access to events.
4. Rug hire service: Short-term rug rental for events, photoshoots, or temporary interior styling projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Knots Rugs designs, manufactures, and sells hand-knotted luxury rugs crafted by artisans in Nepal and India using traditional techniques and natural fibres including Tibetan wool, Chinese silk, nettle, hemp, and cactus. The company sells through its own London flagship showroom, e-commerce website, a worldwide stockist network, and a dedicated trade accounts programme for interior designers, also offering fully bespoke custom rug design services, cushions, and short-term rug hire.

Product overview

Knots Rugs is a family-run luxury hand-knotted rug business founded in 2007, offering a portfolio of distinct products and services. Core offerings include hand-knotted rugs crafted in Nepal and India using natural fibres (Tibetan wool, silk, nettle, hemp) through traditional artisan techniques, sold alongside cushions as home accessories. The company operates through multiple branded collections (Rugs, Collections, Cushions, Collaborations) and offers custom/bespoke rug design services for fully personalised pieces. The product portfolio spans artist collaborations featuring works from international artists, in-house designed collections (Abstract, Geometric, Textures, 17th Century, Vintage & Traditional), and trade programmes with exclusive pricing. The company maintains a London flagship showroom and sells globally through stockists, direct sales, and trade accounts, with production times ranging from 12-28 weeks depending on complexity.

Differentiator

Problem solved

Functional benefit

Brands

• Your Floor is the Canvas: Artist Collaboration Series featuring original artworks translated into hand-knotted rugs by contemporary artists including Stefan Heyer, Nat Maks, George Morton-Clark, Alicia Gimeno, Brian Coleman, and others
• 17th Century Collection
• Main Collection
• Textures Collection
• Abstract Collection
• Geometric Collection

Products and services

• Hand-Knotted Luxury Rugs Core product line of hand-knotted luxury rugs crafted by artisans in Nepal and India using traditional techniques and natural fibres including Tibetan wool, Chinese silk, nettle, hemp, and cactus. Available across styles such as classic, minimalist, colourful, vintage, shaggy, monochrome, modern, and botanical, and in collections including Artist Collaborations, Abstract, Geometric, 17th Century, Kilims and Flatweaves, Textures, Jaipur, Vintage & Traditional, and Architectural Textures.
• Cushions Cushion products featuring designs based on the 17th Century Skull Designs, extending the brand's artistic aesthetic to home accessories.
• Custom Rugs (Bespoke Design Service) Bespoke rug design service allowing customers to customise colours, materials, size, and any other specification to create fully personalised hand-knotted rugs. Made-to-order and custom rugs require a 50% deposit at order placement and 50% balance before shipping, with standard production lead times of 16-26 weeks (or 12-14 weeks with a 15% surcharge for expedited production).
• Trade Accounts Programme Trade programme for interior designers, decorators, and architects offering special trade pricing on all products, an easy and direct ordering process, a dedicated account manager, access to personalised design and sample services, and invitations to events and product launches.
• Rug Hire Service Short-term rug rental service for events, photoshoots, and temporary interior styling projects, providing access to Knots Rugs' luxury rug collections without full purchase.

Quantifiable outcome

• Awarded Best Modern Design — Carpet Design Awards, Germany (Stefan Heyer 'Raw Earth')
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• Alicia Gimeno (Artist)flagshipStrategic or Co-development Partner · 1 January 2024Artist collaboration introduced at Decorex 2024, featuring Alicia Gimeno whose background in calligraphy and paper-based art brought fluidity, grace, and meditative beauty. Key designs include 'Subiksha', 'Rabina', 'Tabitha', and 'Anupa'. The collaboration translates the essence of ink and gesture into hand-knotted texture.
• Charlotte Krone / Rediscovered BycoreStrategic or Co-development Partner · 1 January 2024Designer collaboration at Decorex 2024, presenting a new floral collection inspired by natural forms and soft organic composition. Charlotte Krone's 'Rediscovered By' brand introduced a feminine sensibility with designs such as 'Sweetpeas' and 'Wild Meadow'.
• Nat Maks (Paper Marbling Artist)flagshipStrategic or Co-development Partner · 1 January 2023Artist collaboration launched at COVER Connect New York 2023 and featured at Decorex 2023. Nat Maks contributed eight unique paper marbling-inspired rug designs, including 'Dawn', 'Dusk', 'High Tide', 'Low Tide', 'Monsoon', 'Sea Mist', 'Dreamland', and 'Ink'. Nat Maks also hosted live paper marbling workshops at the Decorex booth. 'Dawn' was named Best Rug of 2024 by Livingetc Magazine.
• Decorex International (Trade Show)flagshipGTM or Marketing Partner · 1 January 2023Knots Rugs has been a consistent exhibitor at Decorex International (Olympia London) since 2017. The show is a key channel for reaching interior design professionals and is the company's most prominent annual marketing event.
• COVER Connect (Trade Show)coreGTM or Marketing Partner · 1 January 2023Exhibited at COVER Connect Las Vegas (as part of Surfaces/TISE, January–February 2023) and COVER Connect New York (September 2023). COVER Connect is a boutique trade show dedicated to handmade rugs, providing access to North American buyers and retailers.
• London Design Week / Design Centre Chelsea HarbourcoreGTM or Marketing Partner · 1 January 2023Exhibited at London Design Week (March 2023) hosted at Design Centre Chelsea Harbour, just around the corner from the London showroom. A key event on the design calendar for reaching UK-based interior designers.
• Carpet Diem (Trade Show)minorGTM or Marketing Partner · 1 January 2023Exhibited at the inaugural Carpet Diem in Paris (November 2023) at Espace Commines. The show featured 60 rugs from 16 countries displayed as a labyrinth installation. Knots Rugs displayed 'Dreamland' by Nat Maks.
• Ben Whistler FurnitureminorGTM or Marketing Partner · 1 January 2023Trade furniture supplier that lent all the furniture for the Knots Rugs Decorex 2023 booth, enabling a fully curated interior design installation.
• HavwoodsminorGTM or Marketing Partner · 1 January 2023Flooring supplier that provided flooring for the Knots Rugs Decorex 2023 booth, complementing the rug display.
• Stefan Heyer (Artist)flagshipStrategic or Co-development Partner · 1 January 2022Artist collaboration introduced at Decorex 2022 featuring the expressive diptych 'Awaken the Spirits, Parts 1 & 2', inspired by the artist's original painting. A standout collaboration that earned the 'Best Modern Design' award at the Carpet Design Awards, Germany in 2023. Also produced 'Raw Earth' and 'The Sound of the Earth' designs.
• Brian Coleman (Artist)flagshipStrategic or Co-development Partner · 1 January 2021Artist collaboration introduced at Decorex 2021 featuring two rugs — 'Where I Want to Be, Parts 1 & 2' — described as calm, layered compositions with natural palettes and textural nuance. One of the most celebrated collaborations to date. Returned in 2022 with 'The Getting By' piece.
• Blackpop x Sir John Soane Museum (Designer)coreStrategic or Co-development Partner · 1 January 2018Collaboration launched at Decorex 2018, merging Blackpop's bold wallpaper and textile designs with the archive of the Sir John Soane Museum. The 'Capriccio' rug design is a key outcome of this partnership.
• Roos Soetekouw (Designer)coreStrategic or Co-development Partner · 1 January 2018New artist partnership introduced at Decorex 2018 as part of the Your Floor is the Canvas series. Roos Soetekouw contributed the 'Fringe' rug design to the collection.
• George Morton-Clark (Artist)flagshipStrategic or Co-development Partner · 1 January 2017First artist collaboration at Decorex 2017 under the 'Your Floor is the Canvas' series. George Morton-Clark's abstract expressionist painting 'At the End of the Day' was translated into a hand-knotted rug. Returned for a second collaboration in 2018 with 'Puppies on the Track' (street-art inspired piece). His work with over 65 custom-dyed colours became one of the brand's most celebrated designs.
• Label STEPcoreStrategic or Co-development PartnerKnots Rugs produces all rugs ethically and responsibly in partnership with Label STEP, a non-profit organisation dedicated to fair trade and sustainability in the carpet industry. Label STEP ensures fair wages, safe working conditions, and respect for artisan communities in Nepal. This partnership is central to the brand's ethical positioning and is prominently mentioned on the homepage and About page.
• Benat Oe (Artist)coreStrategic or Co-development PartnerArtist collaboration featured at Decorex 2025. Benat Oe is a contemporary artist whose work is translated into hand-knotted rugs as part of the Your Floor is the Canvas series. Key designs include 'Infinite Regress', 'M', 'It Ain't So Part 1 & 2', and 'Fainted Non-Memories'.
• Sara Bopp (Artist)coreStrategic or Co-development PartnerArtist collaboration introduced at Decorex 2025. Sara Bopp is a US-based artist whose work joins the Your Floor is the Canvas series. Key designs include 'Lilly', 'Audrey (Blush and Taupe)'.
• Arthur Lanyon (Artist)coreStrategic or Co-development PartnerArtist collaboration featuring Arthur Lanyon, with designs including 'Blue Fin' and 'Bell and Chime' shown at Decorex 2017.
• Michal Cole (Artist)minorStrategic or Co-development PartnerArtist collaboration listed on the website collaborations page, with the 'Roses' rug design attributed to Michal Cole.
• Isabel Marina (Artist)coreStrategic or Co-development PartnerArtist collaboration featured on the homepage with a dedicated video (Knots Rugs x Isabel Marina). The newest artist collaboration, announced via the homepage hero section.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Rug Company: London-based luxury hand-knotted rug maker with global flagship showrooms, designer collaborations, and a comparable trade/interior-designer channel. The closest like-for-like competitor to Knots Rugs in price positioning, materials, and craft.
• Luke Irwin: British luxury bespoke rug maker using hand-knotting in Nepal with deep interior-designer relationships. Directly comparable on craft origin, bespoke service model, and trade-account distribution.
• Fort Street Studio: London-based luxury hand-knotted rug studio known for artist and designer collaborations at premium price points. Highly comparable on the artist-collab model and London-based luxury positioning.
• Nanimarquina: Spanish designer rug brand with hand-knotted and hand-woven production and a well-developed designer-collab programme (including contemporary artists). Comparable on craft-led positioning and European designer distribution.
• Jan Kath: German contemporary rug designer producing hand-knotted collections with strong artistic direction in Nepal. Comparable on the artist-driven, contemporary-luxury positioning and global trade-show presence.
• Rug Company (Warris Vianni / Warris Vianni London): London-based bespoke hand-knotted rug maker working with leading interior designers and architects. Comparable on bespoke service, London showroom, and trade-channel go-to-market.

Emerging players

• Jaipur Rugs: India-based hand-knotted rug producer with a large artisan network and direct-to-consumer reach. Comparable as a producer of hand-knotted rugs from the same regional craft base but operates at very different price points and scale.
• Beni Rugs: Direct-to-consumer Moroccan rug brand with contemporary designs and artisan sourcing model. Comparable as a design-led, artisan-provenance rug brand serving a similar style-conscious customer base.

Regional players

• Bensimon: Paris-based lifestyle and home-textiles brand with hand-crafted rugs and an emphasis on artisanal production. Comparable on craft provenance and French/European interior-design channel presence.

Broad incumbents

• Graham & Brown: Established UK home-decor brand with broader wallpaper, paint, and rug ranges sold through retail and trade. Comparable as a UK-based home-interior trade-facing brand competing for the same designer/specifier attention.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/KnotsRugs
• YouTubeyoutube.com/channel/UC3Q03JnX93vyJlm76U5PiuA
• Facebookfacebook.com/knotsrugs
• Instagraminstagram.com/knotsrugs
• Pinterestpinterest.co.uk/knotsrugs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Knots Rugs