Divya Living
Divya Living is a vertically integrated artisanal rug and carpet manufacturer serving residential consumers, hospitality clients, and interior design professionals with hand-knotted, hand-tufted, and broadloom products made from natural and recycled fibers, distributed through a NYC flagship, seven US regional trade showroom partners, and direct e-commerce.
- Company typePrivate
- Founded1840
- HeadquartersSan Francisco, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Divya Living does
Divya Living is a vertically integrated artisanal rug and carpet manufacturer founded in 1840, operating a headquarters and flagship showroom at 267 Fifth Ave in New York City. The company designs and produces hand-knotted, hand-tufted, handloom, flatwoven, Wilton, and Axminster rugs and broadloom using sustainably sourced natural fibers including handspun jute, New Zealand wool, Mediterranean wool, Merino wool, linen, hemp, and recycled PET. Its product portfolio comprises Quick Ship Broadloom Rolls, Quick Ship Area Rugs, a 40-plus design Limited Edition Area Rugs collection (priced from $20 to $198 per square foot), a fully customized Bespoke Rugs & Carpets service, and a dedicated Trade Program offering trade pricing and free samples to architects and interior designers.
The company serves three primary customer segments: residential consumers purchasing luxury handcrafted rugs through direct e-commerce and the NYC showroom; hospitality and contract clients (hotels, resorts, clubs, and multi-family residential developments) requiring high-traffic, ASTM E-648 and NFPA-compliant carpeting; and trade professionals who specify products into client projects. Distribution combines the flagship New York showroom, direct-to-consumer e-commerce at divyaliving.com, and a network of seven regional trade showroom partners (Pholio Co, Shanahan Collection, Lucid Collections, F2 Resourcing Collaborative, Studio RSH, Heimat Collective, The PB Edit) covering the major US regional design markets. Revenue is generated through one-time product sales of ready-to-ship items and bespoke commissions, with no disclosed subscription, licensing, or recurring revenue component.
Divya Living's competitive positioning rests on nine independent third-party certifications (ISO 9001, ISO 14001, ISO 45001:2018, OEKO-TEX Standard 100, BSCI, SMETA, GRS, OCS, GOTS) enabling LEED project qualification, vertical integration from fiber to finished weave, and a documented hospitality reference base including Highland Meadows Clubhouse (custom 80/20 Axminster carpeting specified by J Brice Design International) and multi-family residential developments (multi-design Naias/Hesper/Terric curation by Hartman Design Group). The company is privately held with no disclosed ownership structure, no institutional funding rounds, no M&A activity, and no public revenue disclosure.
Divya Living firmographics
Firmographics- Name
- Divya Living
- Legal name
- Divya Living
- Website
- https://divyaliving.com
- Company type
- Private
- Founded year
- 1840
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Divya Living is a vertically integrated artisanal rug and carpet manufacturer serving residential consumers, hospitality clients, and interior design professionals with hand-knotted, hand-tufted, and broadloom products made from natural and recycled fibers, distributed through a NYC flagship, seven US regional trade showroom partners, and direct e-commerce.
- Ownership category
- akta.pro rank
Where Divya Living is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Divya Living business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Rug and Carpet Product Sales: Direct sales of hand-crafted artisanal rugs and carpets through e-commerce, showrooms, and trade program. Revenue generated from ready-to-ship products (broadloom rolls, area rugs) and bespoke/custom commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Limited Edition Area Rugs - Price per square foot ranging from $20 to $198 |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels4 records
Divya Living product offering
Product offeringCore offering
Divya Living designs and manufactures sustainable, handcrafted artisanal rugs and carpets sold directly to residential consumers via e-commerce and a New York flagship showroom, and to hospitality operators and design professionals via a Trade Program and regional showroom partners. The portfolio includes Quick Ship Broadloom Rolls, Quick Ship Area Rugs, Limited Edition Area Rugs across 40+ named designs, and fully Bespoke custom rugs and carpets built to client specification.
Product overview
Divya Living is a vertically integrated manufacturer of sustainable artisanal rugs and carpets, offering three core product collections: Quick Ship Broadloom Rolls and Quick Ship Area Rugs for immediate availability, and Limited Edition Area Rugs balancing residential comfort with hospitality resilience. The company also provides Bespoke Rugs & Carpets for fully customized projects. Their portfolio includes over 40 named rug designs (such as Origo, Via, Hestya, Revio, Acia, Lex, Lanx, Choma, Ossum, Freya, Pulux, Unda, Robur, Dern, Glema, Vinta, Terric, Rivus, Quies, Una, Brynl, and limited edition designs like Agaue, Cameo, Cella, Korg, Lumi, Meliae, Siena, and many more) crafted from natural fibers including handspun jute, New Zealand wool, Mediterranean wool, Merino wool, linen, and recycled PET. They serve both residential and hospitality sectors with offerings ranging from hand-knotted to hand-tufted constructions, and provide a Trade Program for design professionals.
Differentiator
Problem solved
Functional benefit
Products and services
- Quick Ship Broadloom Rolls Ready-to-ship broadloom carpet rolls in stock sizes and designs for residential and hospitality projects requiring immediate availability. Available through divyaliving.com e-commerce and the New York showroom.
- Quick Ship Area Rugs Pre-sized handcrafted area rugs available for immediate shipping, designed for residential and hospitality settings with sustainable artisanal craftsmanship.
- Limited Edition Area Rugs A versatile range of area rugs crafted from durable materials that blend residential comfort with hospitality resilience for active spaces and soft-commercial environments. Includes named designs such as Agaue, Aker, Brynl, Calluna, Cameo, Cella, Cophi, Dasya, Drift, Filta, Freya, Glema, Heath, Hestya, Hibi, Korg, Kotilo, Lammoron, Lumi, Meliae, Naias, Niva, Noor, Pilvi, Pulux, Revio, Rivel, Siena, Signe, Skura, Svala, Syko, Talun, Terric, Tossa, Tuli, Varma, Vinta, and Wawona. Priced per square foot from $20/SF to $198/SF.
- Bespoke Rugs & Carpets Fully customized rugs and carpets created according to client specifications, offering complete design flexibility for unique residential and hospitality projects, including custom sizes, fiber blends, dye palettes, and construction types (Hand-Tufted, Handloom, Hand-Knotted, Flatwoven, Wilton, Axminster). Quote-based pricing.
- Trade Program Specialized program for architectural and interior design firms offering trade pricing, free samples, custom rug options, bespoke carpet services, and dedicated support benefits for client projects.
Companies that use Divya Living
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Divya Living technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Divya Living partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered regional and project.
- Pholio CoregionalTrade showroom partner serving Texas, Oklahoma, Louisiana, and Arkansas markets. Located at 2339 Farrington St., Ste. 100, Dallas, TX 75207. Provides showroom presence and sales support for the region.
- Shanahan CollectionregionalTrade showroom partner serving Colorado, Utah, Montana, Wyoming, and New Mexico markets. Located at 595 South Broadways, Suite 105W, Denver, CO 80209 in the Denver Design District.
- Lucid Collections LLCregionalIndependent sales partner covering Residential and Hospitality markets in Illinois, Michigan, Minnesota, and Ohio. Located at 1001 N North Branch Street, Suite 504, Chicago IL 60642.
- F2 Resourcing CollaborativeregionalIndependent sales partner covering Residential and Hospitality in DC, Maryland, Virginia, and SE Pennsylvania. Located at 820 Wrights Neck Rd, Centreville, MD 21617.
- Studio RSHregionalIndependent sales partner for Residential only in Northern California and Reno, NV. Located at 297 Kansas Street, Suite D, San Francisco, CA 94103.
- Heimat CollectiveregionalIndependent sales partner covering Residential and Hospitality in Southern CA, Orange County, San Diego, Palm Springs, and Hospitality in Los Angeles and Hawaii.
- The PB EditregionalIndependent sales partner for Residential only in the State of Florida. Located at 6209 S.Dixie Hwy, West Palm Beach, FL 33405.
- J Brice Design InternationalprojectDesign firm partner for Highland Meadows Clubhouse project, specifying custom 80/20 Axminster carpeting with custom-dyed palette.
- Hartman Design GroupprojectDesign firm partner for multi-family residential development project, curating multiple rug designs (Naias, Hesper, Terric) for common spaces.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Divya Living competitors and assessment
Company assessmentBroad incumbents
- Stark: Historic US-based rug and carpet company serving residential luxury and contract/hospitality markets with broadloom, area rugs, and custom capabilities. Directly comparable on the hospitality/contract carpet side (custom Axminster-class product for designers and developers).
- Safavieh: Large US rug and home furnishings brand with deep retail/wholesale distribution and broad price-tier coverage. Comparable as a competing rug assortment carried through designer and retail channels, though at much larger scale and lower price points than Divya's artisan focus.
- Restoration Hardware (RH): Public luxury home furnishings retailer carrying a curated rug assortment targeting the same high-end residential customer. Competes for the same discretionary luxury home dollars and is a benchmark for premium home brand-building, though RH does not focus on artisanal/handcrafted.
- West Elm: Williams-Sonoma-owned modern home furnishings retailer with a significant rug assortment targeting design-conscious consumers. Overlaps with Divya's residential customer base and e-commerce distribution, though at lower price points and broader style range.
- Pottery Barn: Williams-Sonoma-owned home furnishings retailer with broad area rug assortment at accessible price points. Competes for the same residential rug purchase occasion, though positioned at mass-premium rather than handcrafted artisan tier.
Direct peers
- The Rug Company: UK-founded luxury handmade rug brand selling artisanal and bespoke rugs to residential and designer clients globally. Directly comparable to Divya Living on handcrafted positioning, designer/trade channel focus, and bespoke commissions at premium price points.
- Loloi Rugs: US-based designer-focused rug company offering broadloom and area rugs through wholesale trade channels and designer accounts. Comparable to Divya on multi-channel distribution (trade program, designer accounts, broadloom + area rugs) and reliance on artisan/global production.
- Jaipur Rugs: Vertically integrated Indian manufacturer of hand-knotted and hand-tufted rugs sold through retail and trade channels worldwide, with strong social-compliance positioning. Closest peer to Divya on vertical integration, natural-fiber artisan manufacturing, and ethical-sourcing certifications.
Emerging players
- Annie Selke: US design-driven home brand (Pine Cone Hill area rugs, Dash & Albert rugs) with both DTC and wholesale distribution. Comparable to Divya on designer-led aesthetic, rug category focus, and multi-channel US distribution, though with lower price points and broader lifestyle assortment.
- Nordic Knots: Sweden-based direct-to-consumer premium rug company with sustainability positioning and modern design. Comparable to Divya on sustainability storytelling, natural-fiber rugs, and DTC e-commerce, though primarily Scandinavian in aesthetic and EU-focused.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Divya Living social profiles
Digital presenceDivya Living compliance and trust
Trust signalCompliance11 records
Divya Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
Divya Living leadership team
Management profileNumber of profiles
Profiles1 record
Divya Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Divya Living 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 Divya Living
What does Divya Living do?
Divya Living designs and manufactures sustainable, handcrafted artisanal rugs and carpets sold directly to residential consumers via e-commerce and a New York flagship showroom, and to hospitality operators and design professionals via a Trade Program and regional showroom partners. The portfolio includes Quick Ship Broadloom Rolls, Quick Ship Area Rugs, Limited Edition Area Rugs across 40+ named designs, and fully Bespoke custom rugs and carpets built to client specification.
Is Divya Living a public or private company?
Divya Living is a private company. It is classified as unknown and is currently operating.
When was Divya Living founded?
Divya Living was founded in 1840. It employs 1,001 to 5,000 people.
Where is Divya Living based?
Divya Living is headquartered in San Francisco, United States, in the North America region.
How does Divya Living make money?
One revenue line is on record: rug and Carpet Product Sales.
Who are Divya Living's main competitors?
Broad incumbents on record are Stark, Safavieh, Restoration Hardware (RH), West Elm and Pottery Barn. Direct peers are The Rug Company, Loloi Rugs and Jaipur Rugs. Emerging players are Annie Selke and Nordic Knots.
Does Divya Living have an API?
No public API is recorded for Divya Living.