Linie Design
Linie Design is a Danish handmade rug company founded in 1980 that designs and sells over 531 Scandinavian-design rugs crafted by Indian artisans, serving retail consumers, architects, and interior designers across 70+ countries through e-commerce, B2B, retail, and distribution.
- Company typePrivate
- Founded1980
- HeadquartersLynge, Denmark
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Linie Design does
Linie Design A/S is a Danish designer rug company founded in 1980 and headquartered in Lynge, Denmark, that produces handmade rugs combining Scandinavian design aesthetics with traditional Indian artisan craftsmanship. The company is described as the leading developer of handmade rugs in Northern Europe and sells across more than 70 countries to retail consumers, architects, interior designers, and contract buyers through a multi-channel distribution system spanning DTC e-commerce (liniedesign.com), a B2B portal (b2b.liniedesign.com), a two-floor Copenhagen Brand Store at Palægade 2, a USA representative warehouse operated with Anthom Design House in Brooklyn, and a global authorized retailer network accessed via a public store locator. Ownership rests with Jesper Christiansen and Kenneth Nielsen, who joined in 1999; the company is privately held with no PE/VC or parent affiliation disclosed.
Linie Design firmographics
Firmographics- Name
- Linie Design
- Legal name
- Linie Design A/S
- Website
- https://liniedesign.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Linie Design is a Danish handmade rug company founded in 1980 that designs and sells over 531 Scandinavian-design rugs crafted by Indian artisans, serving retail consumers, architects, and interior designers across 70+ countries through e-commerce, B2B, retail, and distribution.
- Ownership category
- akta.pro rank
Linie Design industry classification
Industry- Product category
- Handmade Designer Rugs
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Area Rug Manufacturing (IMAOAJAC)
Keywords
Where Linie Design is headquartered
LocationHeadquarters
- HQ city
- Lynge
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
Linie Design business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others, Infrastructure
Revenue model
- Direct Rug Sales: One-time purchase model for handmade designer rugs sold directly to consumers and professionals. Products range from entry-level rugs at approximately 600 DKK to luxury hand-knotted pieces exceeding 46,000 DKK. Custom-made options available for many designs. Sample purchases (25x25cm) available for 75 DKK with voucher value applied to full orders.
- B2B/Contract Sales: Dedicated B2B platform for professional partners including architects, interior designers, and contract projects. Offers contract collections, custom specifications, and project-based sales for hospitality, commercial, and residential contracts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level hand-woven rugs starting from approximately 600 DKK |
| Unit Pricing | Pay-as-you-go | Mid-range handloom and hand-tufted rugs from 2,000-15,000 DKK |
| Unit Pricing | Pay-as-you-go | Premium hand-knotted and luxury pieces from 15,000-50,000+ DKK |
| Unit Pricing | Pay-as-you-go | Outdoor rugs from 1,325-5,775 DKK |
| Unit Pricing | Pay-as-you-go | Sample purchases for tactile evaluation |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Linie Design product offering
Product offeringCore offering
Linie Design designs, develops and sells handmade designer rugs produced by skilled artisans in India under Scandinavian aesthetic direction. The core catalogue spans more than 500 rug styles organised into named collections, available in multiple shapes, sizes, materials (wool, viscose, recycled PET, linen, silk, cotton, jute) and techniques (hand-woven, hand-tufted, hand-knotted, loom-knotted, handloom, shag-pile). Sales run through a consumer e-commerce store, a B2B professional portal, the Copenhagen Brand Store, a USA warehouse via Anthom Design House, and a global retailer network.
Product overview
Linie Design is a Danish designer rug company founded in 1980, offering exclusively handmade rugs crafted by skilled Indian artisans. The core product is a portfolio of over 500 designer rug styles organized into multiple collections including Essentials, Selected, Palette Muse, Woven Matter, AXIOM, Watertopia, ARTWORK, Apertus, Dimensuous, Various, and Contemporary Kelim. Rugs are available in four shapes (round, runner, organic, rectangular), six quality techniques (shag-pile, handloom, hand-tufted, hand-woven, hand-knotted, loom-knotted), and multiple styles (solid, stripes, pattern, classic, graphic, colour block). Materials include pure wool, Argentine wool, New Zealand wool, viscose, linen, PET (recycled), and silk blends. The company also offers an outdoor rug sub-category, a Contract Collection for commercial projects, rug samples with vouchers, and underlay accessories. Sales are conducted through an e-commerce platform, a B2B portal for professionals, a physical Brand Store in Copenhagen, and a global network of retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Handmade Designer Rugs Curated collection of 531+ handmade designer rugs crafted by Indian artisans in multiple shapes (round, runner, organic, rectangular), styles (solid, stripes, pattern, classic, graphic, colour block), and qualities (shag-pile, handloom, hand-tufted, hand-woven, hand-knotted, loom-knotted), with wool, viscose, linen, PET, silk and cotton variants. Sold to retail consumers and interior designers through D2C, B2B portal, retailers and brand store.
- Outdoor Rugs Handmade outdoor rugs made from 100% recycled PET yarn, designed for both indoor and outdoor use with all-weather durability, moisture resistance and easy cleaning, marketed for patios, terraces and garden lounges.
- Contract Collection Designer rugs specifically curated for commercial and contract use across hospitality, retail and office environments, distributed through the Presscloud digital showroom for professional and contract buyers.
- Rug Samples 25x25 cm product samples sold for 75 DKK so customers can evaluate texture and colour in their own space; sample value is applied as a voucher against the corresponding full rug order.
- Underlay Products Polyester-fleece rug underlays available in two thickness options that protect rugs, prevent sliding, reduce wear, dampen sound and are suitable for use over floor heating.
- B2B Online Portal Dedicated B2B platform at b2b.liniedesign.com that gives professional partners (architects, interior designers, contract buyers) ordering access, product information, contract collections, 2D/3D/Revit files, pcon planner integration and tailored solutions for business customers.
- Store Locator Online tool that locates Linie Design's Brand Store in Copenhagen and authorised retailers worldwide.
Quantifiable outcome
- Hand-knotted rugs can tie 8,000-10,000 knots per day with quality construction lasting generations
- +2 more outcomes
Companies that use Linie Design
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Linie Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Linie Design partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- CARE & FAIRcoreWorldwide industry initiative of the European rug and carpet trade established in 1994. Linie Design became members in 2008 and joined the fight to eliminate illegal child labour and help improve living conditions of carpet knotters and their families in India and Pakistan. Collective contributions support 9 schools, 6 adult education centres, and 3 daycare clinics. Linie Design fully sponsors Linie Design School in Chaksikhari village, India, enabling 340+ children to attend school daily.
- BSCI (Business Social Compliance Initiative)coreIndustry platform by amfori that monitors and evaluates workplaces and supply chain standards to ensure suppliers treat employees fairly, ethically, and legally. All Linie Design suppliers and manufacturers are BSCI audited as a minimum requirement.
- SA8000 CertificationcoreSocial Accountability-8000 is the leading social accountability certification standard. Many of Linie Design's suppliers opt to achieve SA8000 certification, which is a higher standard than BSCI. Products carry SA8000: 2014 compliance marking.
- BEPI (Business Environmental Performance Initiative)minorBusiness-driven service provided by amfori for retailers, importers, and brands committed to improving environmental performance in supplying factories worldwide. Supports reduction of environmental impact, business risks, and costs through improved environmental practices.
- REACH CompliancecoreEuropean Union regulation for chemical safety. Linie Design ensures all products comply with REACH regulations, restricting use of certain dyes, flame retardants, CMR substances including formaldehyde, heavy metals, and benzenes. Company has employed external industry chemist to develop Product Environment Guideline reviewed annually.
- Scandinavian Designers (Urd Moll Gundermann, Kim Naver, Helene Blanche, Marie-Louise Rosholm, Gitte-Annette Knudsen, Hanne Kortegaard, Bodil Jerichau)coreLinie Design collaborates with renowned Scandinavian textile designers. Urd Moll Gundermann serves as Head of Design, leading the design team that develops hundreds of rug designs annually. Historical collaborations include Vibeke Klint, Kim Naver, and Trine Ellitsgaard.
- Norm ArchitectsminorCollaboration with acclaimed Danish design studio Norm Architects for rug designs, continuing the company's tradition of working with leading Scandinavian design profiles.
- Anthom Design HousecoreUSA Representative and warehouse serving North American market. Located at 219 36th St, Brooklyn, NY 11232. Provides local distribution and customer service for US customers.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Linie Design competitors and assessment
Company assessmentBroad incumbents
- Hay: Danish contemporary design brand with a much wider furniture and homeware range that also markets designer rugs. Overlaps on Scandinavian design DNA, premium positioning and global B2B/retail distribution, though rugs are a smaller category within its broader portfolio.
- IKEA: Global mass-market home furnishings retailer with the largest floor-covering assortment in the channel. Competes for the same end-use (rugs in the home) but at the opposite price and production model (machine-made, high volume, low price).
Direct peers
- GAN Rugs: Handmade designer rug brand within the Gandia Blasco Group, producing indoor and outdoor rugs in India using hand-knotted, handloom and embroidered techniques. Comparable on craftsmanship, designer collaborations and international B2B distribution.
- Nanimarquina: Spanish designer of contemporary handmade rugs using traditional Indian and Pakistani craftsmanship. Closest direct peer: same handmade positioning, designer-collaboration model, global distribution and similar price architecture.
- Warli: Italian handmade rug producer with artisan manufacturing in India, working with international designers. Comparable on handmade construction, designer collaboration and supply-chain geography.
- Brink & Campman: Dutch maker of designer rugs combining handcraft (hand-tufting, hand-weaving) with Scandinavian and contemporary design influences and a strong European retail presence. Comparable on craft, design positioning and premium distribution.
- Massimo Copenhagen: Danish handmade rug brand headquartered in Copenhagen, founded 2002, with a strong Scandinavian design DNA and similar handmade, artisanal production model in India. Most like-for-like direct peer by geography and design philosophy.
- Armadillo&Co: Australian handmade rug brand producing hand-knotted and flatweave rugs in India with ethical production credentials and a premium consumer positioning. Comparable on handmade craft, India production, ethical sourcing and design-led premium pricing.
- Beni Rugs: Online-led retailer of authentic handmade Moroccan rugs with designer curation. Comparable as a handmade, designer-curated, online-first rug brand competing for the same design-conscious consumer.
- Jaipur Rugs: Large-scale handmade Indian rug manufacturer with strong artisan supply chain and growing global distribution across retail and contract. Comparable on India-based hand-knotted production and CARE & FAIR-style social programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Linie Design social profiles
Digital presenceLinie Design compliance and trust
Trust signalCompliance5 records
Linie Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Linie Design leadership team
Management profileNumber of profiles
Profiles6 records
Linie Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Linie Design 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 Linie Design
What does Linie Design do?
Linie Design designs, develops and sells handmade designer rugs produced by skilled artisans in India under Scandinavian aesthetic direction. The core catalogue spans more than 500 rug styles organised into named collections, available in multiple shapes, sizes, materials (wool, viscose, recycled PET, linen, silk, cotton, jute) and techniques (hand-woven, hand-tufted, hand-knotted, loom-knotted, handloom, shag-pile). Sales run through a consumer e-commerce store, a B2B professional portal, the Copenhagen Brand Store, a USA warehouse via Anthom Design House, and a global retailer network.
Is Linie Design a public or private company?
Linie Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Linie Design founded?
Linie Design was founded in 1980. It employs 51 to 100 people.
Where is Linie Design based?
Linie Design is headquartered in Lynge, Denmark, in the Europe region.
How does Linie Design make money?
Two revenue lines are on record. Direct Rug Sales are the primary driver. The others are B2B/Contract Sales.
Who are Linie Design's main competitors?
Broad incumbents on record are Hay and IKEA. Direct peers are GAN Rugs, Nanimarquina, Warli, Brink & Campman, Massimo Copenhagen, Armadillo&Co, Beni Rugs and Jaipur Rugs.
Does Linie Design have an API?
No public API is recorded for Linie Design.
What industry is Linie Design in?
Linie Design's product category is Handmade Designer Rugs. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing. Its NAICS code is 44912 and its SIC code is 2273.