HRI

What HRI does

HRI (Harounian Rugs International), headquartered in New York, is a privately held importer and distributor of decorative rugs operating under the DBA HRI Rugs. The company sources and markets 70+ copyrighted collections across traditional, transitional, contemporary, performance, made-to-order, and private label categories, manufactured primarily in India with additional production in Turkey, Iran, Pakistan, and Nepal. Construction methods span hand-knotted, hand-loomed, hand-made, hand-tufted, hand-woven, machine-made, and power-loomed techniques using materials including New Zealand wool, viscose, silk, art silk, and polyester. The proprietary five-step finishing process and specialized washing techniques support differentiated aesthetics such as distressed vintage looks and luster-washed patinas.

HRI generates revenue primarily through direct one-time sales of rugs via its website (hrirugs.com), in-person trade show participation at NY Home Fashions Market and Cover Connect NY Market, virtual appointments, and a B2B Private Label and bulk purchasing program for qualified retailers and wholesalers. Pricing is quote-based rather than publicly disclosed, with order initiation via email. Customer segments include interior designers and home décor enthusiasts (primary) and qualified retail/wholesale partners (secondary); designer collaborations such as Wesley Mancini (Studio, Theory, Uptown) and the Sunbrella partnership (Sun 700 Performance Rugs) anchor premium and performance positioning. The firm is listed among key players in the global decorative rugs market alongside Mohawk Industries, Loloi, and Balta Group. Leadership includes CEO David Harounian, and the company operates with 11-50 employees and no disclosed external funding.

Name

HRI

Legal name

Harounian Rugs International

Website

https://hrirugs.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

HRI (Harounian Rugs International) is a New York-based private importer and distributor of handmade and machine-made decorative rugs, serving interior designers, homeowners, and B2B wholesale partners through 70+ copyrighted collections and trade show channels.

Ownership category

akta.pro rank

Product category

Decorative Rugs

NAICS

Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

Hospitality & Institutional Home Textiles Manufacturing (Hotel/Hospital Bedding & Towels) (IMAOAKAI), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Hand-knotted rugs
• Machine-made rugs
• Decorative floor coverings
• Private label rugs
• Performance area rugs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. Direct Rug Sales: HRI generates revenue through direct sales of decorative rugs via their website and at trade shows. Products range from hand-knotted artisan pieces to machine-made bulk options, with pricing varying by collection, construction method, and size.
2. Private Label and Bulk Purchasing: The company offers private labeling and bulk purchasing programs for qualified partners, providing exclusive styles in machine-made and hand-made constructions to retailers and wholesalers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

HRI designs, manufactures, and distributes a portfolio of over 70 decorative rug collections in hand-knotted, hand-loomed, hand-made, hand-tufted, hand-woven, machine-made, and power-loomed constructions. Products are made primarily in India and Turkey using New Zealand wool, viscose, silk, Art silk, and polyester, and are sold via the company's website, trade shows in New York, and B2B private label and bulk programs for qualified retail partners.

Product overview

HRI Rugs (Harounian Rugs International) is a comprehensive home furnishings company specializing in handmade and machine-made rugs sold through their e-commerce platform. The product portfolio consists of multiple distinct product lines: core website/platform for browsing collections, Performance Rug lines (Sun 600 and Sun 700 in partnership with Sunbrella), Designer Series collaborations (Wesley Mancini's Studio and Theory collections), premium hand-knotted collections (One-of-a-Kind featuring unique pieces), closeout/clearance collections, and bulk-buy/private label programs for qualified partners. Construction methods include hand-knotted, hand-loomed, hand-made, hand-tufted, hand-woven, machine-made, and power-loomed. Products are manufactured primarily in India and Turkey using materials such as New Zealand wool, viscose, polyester, Art silk, artificial silk, and Sari silk. The company offers custom sizing through Made to Order programs and participates in trade shows including NY Home Fashions Market and Cover Connect NY Market.

Differentiator

Problem solved

Functional benefit

Products and services

• HRI Rugs Main Website Platform Comprehensive online platform for browsing and purchasing handmade and machine-made rugs from HRI's 70+ collections, with style, construction, and size filtering and contact-based inquiry for orders.
• Sun 600 Collection Machine-made performance rug line using highest point count face-to-face Wilton construction with luxuriously soft dense fiber and proven durability that resists stains, pet accidents, pilling, fuzzing, and fading. Available in 4'x6', 5'x8', 8'x10', and 9'x12' sizes.
• Sun 700 Collection First collection in HRI's new line of Performance Rugs developed in partnership with Sunbrella, manufactured as face-to-face Wilton machine-made rugs with stain resistance, durability against pet accidents, and fade resistance. Available in 4'x6', 5'x8', 8'x10', and 9'x12' sizes.
• Carlton Collection Power loomed collection introduced as first of its construction type in the rug industry, cross-woven on Wilton looms using fine Pakistani and Ghazni wool with hand-finishing and luster washing, featuring classic Persian and Oriental-inspired designs in Kashans, Oushaks, and stylized Shiraz patterns. Available in limited quantities in 8'x10', 9'x12', 10'x14', and 12'x15'.
• Master Craft Collection Machine-made collection recreating the look and feel of fine antique Persian masterpieces using cross-woven Wilton construction with dense polyester pile, originating from Turkey and based on 19th-century Safavid court carpet designs. Available in 5'x8', 8'x10', and 9'x12' sizes.
• Vogue Collection Hand-knotted collection designed for casual elegance using all-over designs and sophisticated color palettes, featuring finest hand-spun wool and fine knotting technique that shows detailed designs with low pile. Available in 6'x9', 8'x10', 9'x12', and 10'x14' sizes.
• Village Collection Eco-friendly collection constructed in villages of India with zero resource waste, using clean un-dyed wool never exposed to chemicals and no glue in manufacture, with designs representing traditional village concepts. Available in 6'x9', 8'x10', and 9'x12' sizes.
• Uptown Collection (Wesley Mancini) Wesley Mancini collection by HRI featuring tailored sophistication in dense texture of wool loop and viscose pile construction, with contemporary looks in on-trend colors as anchor pieces. Available in 6'x9', 8'x10', and 9'x12' sizes.
• Studio Collection (Wesley Mancini) Wesley Mancini rug collection hand knotted in India in dense cut and loop pile of wool with dramatic large-scale designs in viscose, in soft tone-on-tone colorways with subtly sophisticated style.
• Theory Collection (Wesley Mancini) Collection created by designer Wesley Mancini inspired by his unique collection of antique tribal fabrics, featuring large-scale designs in soft washed neutrals that match trending upholstery fabric. Available in 6'x9', 8'x10', and 9'x12' sizes.
• One-of-a-Kind Collection Premium collection showcasing unique rugs with a broad range of qualities, colors, and sizes extending beyond the running-line assortment, including French Savaneri, Classic Polonaise, Ziegler, Bidjar, Sultanabad, Peshawar, Sarouk, Kashan, Nepali, Tabriz, Nain, Isfahan, Heriz, Oushak, and other Persian, Pakistani, and Indian weaving traditions in wool, silk, Persian wool and silk, Art silk, and Pakistan wool.
• Private Label and Bulk Purchasing Program B2B program offering machine-made and hand-made rug collections for private labeling and bulk purchasing for qualified partners, including collections Adele, Antia, Caddy, Illusion, Inci, Intense, Juno, Meredith, Nova, Otantik, Springs, and Stella.
• Made-to-Order (MTO) Collections Made-to-Order program providing custom sizing and bespoke options across Addison, Ankara, Blake, Eden, Enzo, Soho, and related collections to meet specified dimensions and design preferences, with custom sizes available beyond standard offerings.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• SunbrellacoreStrategic or Co-development PartnerHRI partnered with Sunbrella to launch the Sun 700 Collection, their first collection in a new line of Performance Rugs. The Sunbrella brand partnership leverages performance fabric expertise for durable, stain-resistant rug products.
• Wesley MancinicoreStrategic or Co-development PartnerDesigner Wesley Mancini, an icon in the US Home Textile Industry, has created exclusive collections for HRI including Studio, Theory, and Uptown collections. Designs are inspired by Mr. Mancini's unique collection of antique tribal fabrics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Safavieh: Long-established US rug and home-furnishings retailer/importer offering traditional to contemporary rugs across hand-knotted and machine-made constructions — directly comparable to HRI's style range and designer trade-show channel.
• Surya: Surya designs and distributes rugs, pillows, throws, and complementary home textiles to retailers and designers worldwide — overlapping with HRI's category breadth and B2B designer/distributor sales motion.
• Kalaty Rug Corp: Family-owned US rug importer specializing in hand-knotted Persian, Oriental, and transitional designs from India, Pakistan, and Nepal — overlapping with HRI's hand-knotted artisan lines and designer-channel positioning.
• Feizy Rugs: Family-owned US rug importer/wholesaler offering hand-knotted, hand-tufted, and machine-made rugs through designers and retailers — directly comparable scale and channel to HRI.
• Loloi Inc. Loloi designs, sources, and distributes a wide catalog of hand-knotted and machine-made rugs across traditional, transitional, and contemporary styles — directly overlapping with HRI's 70+ collection, multi-construction method approach and designer-channel distribution.
• Momeni Inc. Established US-based rug importer offering hand-knotted, hand-tufted, and machine-made rugs across traditional Persian and contemporary lines — a near-direct analog to HRI's product breadth and interior-designer go-to-market.

Broad incumbents

• Mohawk Industries: Multi-billion-dollar flooring conglomerate with a substantial rug and carpet tile portfolio; serves as the largest US/globally scaled player in the same decorative rugs market in which HRI is identified as a key participant.

Emerging players

• Jaipur Living: Vertically integrated rug brand with strong designer/architect community traction and signature artisan-storytelling — overlaps with HRI's hand-knotted collections while bringing a more digital-native brand and storytelling approach.
• Ruggable: DTC-disruptor in the washable, performance-oriented rug category that overlaps with HRI's newly launched Sunbrella Performance Rugs line, illustrating the competitive pressure from a digital-first challenger.

Regional players

• Balta Group: European-headquartered broadloom carpet and rug manufacturer named alongside HRI as a global decorative rugs key player; comparable in rug manufacturing scope, though primarily serving EMEA markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 HRI