Land Of Rugs Online

What Land Of Rugs Online does

Land Of Rugs Online Ltd is a privately held UK-based direct-to-consumer online rug retailer operating from Darley Abbey, Derby since 2012. The company sells a catalog of more than 4,000 rug SKUs spanning budget options from £19.99 to luxury designer rugs priced above £1,500, sourced globally from manufacturers in India, Turkey, and Europe. It carries 15+ branded collections including premium and licensed labels such as Katherine Carnaby, Louis De Poortere, V&A, Calvin Klein, Kathy Ireland, Brintons, Asiatic Carpets, Mastercraft, Oriental Weavers, and Nourison. The business operates a pure-play e-commerce model with no physical showroom, supported by free UK mainland delivery, a 30-day money-back guarantee, a price match guarantee, and phone-based customer service (01332 294787).

The platform is built on a standard e-commerce technology stack with a broad set of payment integrations covering major card networks, PayPal, Amazon Pay, Apple Pay, Google Pay, and Klarna Buy Now Pay Later. Marketing is executed across organic SEO, content (blog/guides), and social channels (Instagram, Facebook, Twitter, Pinterest) with lifestyle imagery and customer photo features. The revenue model is one-time unit sales across consumer price tiers with no subscription component, and the customer base spans UK homeowners as the primary segment, with secondary segments in interior designers and trade professionals served through a dedicated trade account program.

The company is a small, founder-operated private limited company with 1-10 employees, no disclosed external funding, no subsidiaries, and no parent company. It is registered in England and Wales (Company Number: 08107489, VAT 140578908) and operates exclusively within the United Kingdom, with limited delivery surcharges for the Scottish Highlands and remote regions. The strategic posture is consistent with a niche, lean specialist e-commerce business focused on catalog breadth, brand portfolio diversity, and price competitiveness rather than scale, technology differentiation, or geographic expansion.

Name

Land Of Rugs Online

Legal name

Land Of Rugs Online Ltd

Website

https://landofrugs.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Land Of Rugs Online is a UK-based, direct-to-consumer e-commerce retailer specializing in a 4,000+ SKU catalog of rugs from budget to luxury designer brands, serving UK homeowners, interior designers, and trade professionals via free mainland delivery.

Ownership category

akta.pro rank

Product category

Online Home Furnishings Retail

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industry

Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH)

Keywords

• Online rug retail
• Floor coverings
• Home textiles
• Designer rugs
• Rug accessories

Headquarters

HQ city

Darley Abbey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Rug Product Sales: One-time product sales of rugs and floor coverings. Customers purchase individual rugs at varying price points from budget to luxury. Revenue generated through direct consumer transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Land of Rugs Online is a UK-based direct-to-consumer e-commerce specialist that retails more than 4,000 rugs and floor coverings across budget, mid-range, premium, and luxury price tiers. The assortment covers modern, traditional, shaggy, wool, washable, outdoor, kitchen, designer, eco-friendly, kids, plain, and abstract rug styles, sourced from brands including Katherine Carnaby, Louis De Poortere, V&A, Calvin Klein, and Nourison. The company also sells rug underlay accessories and operates a Sale/Clearance section offering up to 80% discounts, with free UK mainland delivery and a 30-day money-back guarantee.

Product overview

Land of Rugs Online is an established UK-based online rug specialist offering a comprehensive e-commerce platform for purchasing rugs. The product portfolio consists of multiple product categories (Modern Rugs, Traditional Rugs, Shaggy Rugs, Wool Rugs, Washable Rugs, Outdoor Rugs, Kitchen Rugs, Designer Rugs, Eco Friendly Rugs, Kids Rugs, Plain Rugs, Abstract Rugs, Flash Sales, and Rug Underlay accessories) complemented by numerous designer and branded sub-brands including Katherine Carnaby, Louis De Poortere, Asiatic Carpets, Mastercraft, Oriental Weavers, Nourison, Calvin Klein, Kathy Ireland, Think Rugs, Brintons, Clarke & Clarke, V&A, Catherine Lansfield, and Concept Looms. The platform also features a dedicated Sale/Clearance section and budget-friendly Cheap Rugs category. The company operates a pure e-commerce model with free UK mainland delivery, 30-day returns, and price match guarantee, sourcing products globally from suppliers in India, Turkey, and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Modern Rugs Contemporary and abstract rug designs catering to modern interior styles, featuring sleek patterns and current colour palettes for UK homeowners and interior designers.
• Traditional Rugs Classic and heritage-inspired rug designs featuring medallion patterns, ornate borders, and timeless aesthetics for traditional interiors.
• Shaggy Rugs Deep-pile rugs with long, soft fibres providing luxurious texture and comfort underfoot, suitable for living rooms and bedrooms.
• Wool Rugs Rugs made from natural wool fibres offering durability, softness, and natural stain resistance for customers seeking premium natural-material floor coverings.
• Washable Rugs Rugs designed for easy cleaning, suitable for households requiring frequent washing or with children and pets.
• Outdoor Rugs Weather-resistant rugs suitable for outdoor spaces such as patios, gardens, and conservatories.
• Kitchen Rugs Compact, stain-resistant rugs designed for kitchen environments with high foot traffic.
• Designer Brand Rugs Premium rugs from luxury and designer brands offering exclusive designs and high-quality materials, including coastal Katherine Carnaby, intricate Louis De Poortere, Prismatic Nourison, V&A licensed museum-inspired designs, sculptural Calvin Klein, Kathy Ireland lifestyle, and British-crafted Brintons wool rugs at higher price points.
• Eco Friendly Rugs Environmentally sustainable rugs made from recycled or natural eco-friendly materials for sustainability-minded buyers.
• Kids Rugs Colourful and playful rug designs suitable for children's bedrooms and play areas.
• Plain Rugs Solid-coloured rugs offering simple, understated elegance to complement various interior styles.
• Abstract Rugs Non-representational artistic rug designs featuring geometric patterns, swirls, and contemporary motifs.
• Rug Underlay Anti-slip underlay products to prevent rug movement and extend rug lifespan, including standard and dual fleece options, sold alongside rug purchases.
• Rug Sale / Clearance Reduced-price rugs including discontinued items, overstock, and one-off bargains with discounts up to 80% off, including a dedicated Flash Sales section.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Asiatic CarpetscoreChannel Partner/ Reseller/ DistributorMajor rug brand stocked by Land of Rugs. Asiatic Carpets is a true textile giant with extensive rug collections sold through Land of Rugs online store. Aurora rug collection is a top seller.
• Katherine Carnaby RugscoreChannel Partner/ Reseller/ DistributorPremium designer rug brand highlighted as a top-selling collection. Features coastal, striped, and luxury designs at higher price points.
• Louis De PoorterecoreChannel Partner/ Reseller/ DistributorLuxury rug manufacturer with spectacular designer rugs stocked by Land of Rugs. Known for high-end designs and quality craftsmanship.
• Mastercraft RugscoreChannel Partner/ Reseller/ DistributorOne of the true textile giants referenced on site. Mastercraft produces quality rugs distributed through Land of Rugs.
• Think RugscoreChannel Partner/ Reseller/ DistributorMajor rug brand stocked across Land of Rugs catalog. Think Rugs offers diverse designs and styles.
• Oriental WeaverscoreChannel Partner/ Reseller/ DistributorGlobal textile company whose rugs are distributed through Land of Rugs online platform.
• Nourison / Prismatic RugsmajorChannel Partner/ Reseller/ DistributorPremium rug manufacturer with Prismatic collection featured prominently. Luxury wool and abstract designs at higher price points.
• V&A RugsmajorChannel Partner/ Reseller/ DistributorVictoria & Albert Museum licensed rug designs. Luxury segment items priced up to £1,525 for premium V&A Opal Masi collection.
• Calvin Klein RugsmajorChannel Partner/ Reseller/ DistributorDesigner brand collection featuring Calvin Klein labeled rugs with premium pricing at £299+ for sculptural designs.
• Kathy IrelandmajorChannel Partner/ Reseller/ DistributorDesigner brand licensed Kathy Ireland rug collection stocked by Land of Rugs.
• Brintons RugsmajorChannel Partner/ Reseller/ DistributorPremium British carpet and rug manufacturer. Tempo Natural Tula collection available at £235 for wool rugs.
• SuryaminorChannel Partner/ Reseller/ DistributorListed under Livabliss brand. Additional brand variety in the rug portfolio.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Range: UK home, garden, and leisure retailer carrying a broad rug and soft furnishings assortment across budget to mid-market price points. Comparable as a mass-market UK home furnishings retailer with overlapping rug category and similar value-driven positioning.
• Wayfair (UK): Global online home furnishings giant operating dedicated UK operations with millions of SKUs including an extensive rug assortment. Broad incumbent competing via scale, aggressive pricing, and massive paid-search investment.
• Dunelm: UK's largest homewares retailer with a substantial online rug and soft furnishings range across price points. Broad incumbent that competes in the same UK home category with much larger scale and B&M store distribution.
• Carpetright: UK's largest flooring specialist retailer with significant rug and carpet offerings across showroom and online channels. Comparable as a UK flooring/floor-covering category incumbent, though focused more on carpet than standalone rugs.
• John Lewis & Partners: Premium UK department store with a curated rugs and home furnishings offering both in-store and online. Competes at the higher AOV end of the same UK rug category and benefits from strong consumer trust signals.

Direct peers

• Moda Furnishings: UK-based online home furnishings retailer with a broad rug range across contemporary and traditional designs. Comparable as a domestic e-commerce rug specialist targeting UK consumers with similar brand-portfolio merchandising.
• The Rug Seller: UK online rug specialist offering modern, traditional, and shaggy rugs with free UK delivery, targeting the same UK homeowner customer with a similar multi-brand catalog model.
• Rugs.co.uk: One of the largest dedicated UK online rug specialists, offering a similarly broad multi-brand assortment (Modern, Traditional, Shaggy, Wool) with free delivery. Directly comparable to Land of Rugs in product scope, customer base (UK homeowners), and e-commerce-only model.
• Kukoon Rugs: UK online rug retailer specializing in modern and designer rugs at accessible price points. Closely comparable to Land of Rugs in target market (UK consumers), assortment breadth, and e-commerce GTM.
• Rugtraders: UK online rug retailer carrying multiple rug brands and styles including modern and traditional at competitive prices. Direct competition in the same product category and customer segment as Land of Rugs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/landofrugsuk
• Facebookfacebook.com/landofrugs
• Instagraminstagram.com/landofrugsuk
• Pinterestpinterest.co.uk/thelandofrugs

Revenue estimate

Valuation estimate

Number of profiles

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 Land Of Rugs Online