SHIIR
The go-to-market is a curated showroom partner network across the US, UK, and Mexico, serving interior designers, architects, hospitality operators, and commercial clients; pricing is project-based with 5-9 month custom lead times and 11 showrooms across the US and UK plus regional sales coverage into Mexico and the southeastern US.
- Company typePrivate
- Founded-
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SHIIR does
SHIIR is a to-the-trade luxury rug brand formed as a collaboration between Oscar Isberian Rugs, a third-generation rug purveyor, and Soucie Horner Design Collective. The company designs and sources handcrafted rugs across 16 collections, 140+ designs, and 530+ colorways, produced by master artisans using nine construction types — including hand-knotting (Persian, Tibetan, Turkish), hand-tufting, hand-looming, flatweave, embroidery, oxidizing, and pieced work — and 12 materials spanning wool, silk, and PET fiber. Product offerings include custom rugs, in-stock programs structured across five price tiers, and dedicated Rug Programs and Commercial Capabilities services for multi-project institutional sourcing.
SHIIR firmographics
Firmographics- Name
- SHIIR
- Legal name
- SHIIR Rugs
- Website
- https://shiirrugs.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The go-to-market is a curated showroom partner network across the US, UK, and Mexico, serving interior designers, architects, hospitality operators, and commercial clients; pricing is project-based with 5-9 month custom lead times and 11 showrooms across the US and UK plus regional sales coverage into Mexico and the southeastern US.
- Ownership category
- akta.pro rank
SHIIR industry classification
Industry- Product category
- Handcrafted Designer Rugs
- NAICS
- Carpet and Rug Mills (31411), Carpet and Rug Mills (314110)
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Area Rug Manufacturing (IMAOAJAC)
- akta.pro secondary industries
- Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)
Keywords
Where SHIIR is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
SHIIR business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Custom Handcrafted Rugs: One-time purchase model for custom handcrafted rugs. Customers work directly with designers or through showrooms to specify materials, constructions, colors, sizes, and patterns. Pricing varies based on fiber type (cashmere commands premium pricing), construction complexity, size, and customization requirements. Lead times range from 5-9 months.
- In-Stock Rugs: Pre-made rugs available for immediate purchase from inventory. Approximately 86 in-stock items across various collections, constructions, and sizes. Enables faster delivery for time-sensitive projects.
- Commercial/Project Sales: Bespoke rug solutions for commercial projects including hospitality, corporate workspaces, and retail environments. Scale-focused engagements with customization across material, construction, pattern, color, size, and shape.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level price tier ($) - typically Wool Flatweave, Hand Tufted, and PET constructions |
| Unit Pricing | Pay-as-you-go | Mid-range price tier ($$) - diverse range of constructions and materials |
| Unit Pricing | Pay-as-you-go | Premium price tier ($$$) - hand-knotted Persian and Tibetan constructions |
| Unit Pricing | Pay-as-you-go | Luxury price tier ($$$$) - cashmere, leather, and artisan constructions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
SHIIR product offering
Product offeringCore offering
SHIIR designs, manufactures, and sells custom handcrafted rugs across 16 named collections, offering bespoke customization in pattern, color, size, shape, material, and finishing. The brand serves interior designers, hospitality operators, and commercial clients primarily through a network of showroom partners and a Trade, Hospitality, and Commercial rug program. Pieces are produced by master artisans in India and Nepal using six core constructions including hand-knotted, hand-tufted, hand-loomed, flatweave, exposed-foundation, and Soumak weaves.
Product overview
SHIIR is a handcrafted rug brand offering a portfolio of 16 distinct collections (Adaptation, Embroidery, Essence, Heritage, Innovation, Leather, Legacy, Lineage, Lyric, Odyssey, Origin, Paradigm, Plein Air, Realm, Tempo, and Translation) plus in-stock ready-to-ship rugs. The collections encompass 140+ unique designs and 530 standard colorways across 11 construction types (Embroidery, Exposed Foundation, Flatweave, Hand Loomed, Hand Tufted, Hand-Knotted Persian, Hand-Knotted Tibetan, Hand-Knotted Turkish, Oxidized, Pieced Work, Soumak) and 12 materials (Cashmere, Cashmere & Silk, Hair On Hide, Leather, Linen, Mohair, Nylon, Pashmina, PET, Silk, Wool, Wool & Silk). Services include Commercial Capabilities for hospitality and corporate spaces, Rug Programs for multi-project sourcing, and comprehensive Customization Services covering color, fiber, construction, size, pattern, and scale.
Differentiator
Problem solved
Functional benefit
Products and services
- Akello Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats and offered through the Trade, Hospitality, and Commercial programs.
- Aline Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats for designers, hospitality, and commercial clients.
- Aria Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats across multiple constructions.
- Contour Collection A handcrafted rug collection within SHIIR's 16 launch collections, available as custom and in-stock rugs for trade and commercial buyers.
- Cosmo Collection A handcrafted rug collection within SHIIR's 16 launch collections, sold in custom and in-stock forms through SHIIR's sales channels.
- Devon Collection A handcrafted rug collection within SHIIR's 16 launch collections, available as custom and in-stock rugs.
- Dunmore Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats for trade buyers.
- Fresco Collection A handcrafted rug collection within SHIIR's 16 launch collections, featuring handcrafted rugs in custom and in-stock options.
- Kavi Collection A handcrafted rug collection within SHIIR's 16 launch collections, offered in custom and in-stock formats.
- Larkin Collection A handcrafted rug collection within SHIIR's 16 launch collections, available as custom and in-stock rugs.
- Manor Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- Mossbrook Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- Palmer Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- Quill Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- Splendid Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- Wren Collection A handcrafted rug collection within SHIIR's 16 launch collections, available in custom and in-stock formats.
- In Stock Rugs A ready-to-ship assortment of SHIIR rugs available for immediate delivery without the lead time of custom production, targeting trade, hospitality, and commercial buyers with shorter timelines.
- Commercial Capabilities A service capability supporting large-scale custom rug production for commercial end-users, enabling specification of branded or project-specific rugs for offices, retail, hospitality, and other commercial environments.
- Rug Programs (Trade, Hospitality, Commercial) A bundled offering of three buyer-specific programs — Trade (for interior designers), Hospitality (for hotels, resorts, and inns), and Commercial (for offices and retailers) — each providing tailored pricing tiers, ordering workflows, and support.
- Custom Rug Service A bespoke service that allows designers and commercial buyers to modify any SHIIR pattern across color, material, shape, size, and finishing, with rugs produced by master artisans in India and Nepal.
Quantifiable outcome
- More than 140 unique designs and 530 standard colorways available
- +3 more outcomes
Companies that use SHIIR
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
SHIIR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SHIIR partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and notable.
- Oscar Isberian RugscoreThird-generation rug purveyor and parent company collaboration. Oscar Isberian Rugs brings heritage rug expertise, artisan relationships, and manufacturing capabilities to the SHIIR brand.
- Soucie Horner Design CollectivecoreRenowned interior design firm co-founder Martin Horner's collective provides design vision, designer relationships, and aesthetic direction for SHIIR products.
- Aman ResortsflagshipAman Residences Tokyo, Japan - featured installation using SHIIR's Glyph design in Wool & Silk, Hand-Knotted Tibetan construction for communal spaces.
- Wickwood InnnotableBoutique inn in Saugatuck, MI featuring SHIIR rugs in multiple rooms. Designer-focused project showcasing residential hospitality applications.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
SHIIR competitors and assessment
Company assessmentDirect peers
- Stark Carpet: Stark is the largest luxury rug and carpet company in the US, offering custom hand-knotted and designer rugs through showrooms. It directly competes with SHIIR in the designer-trade channel for high-end custom rug projects.
- The Rug Company: The Rug Company is a London-based luxury hand-knotted rug maker with designer collaborations (e.g., Vivienne Westwood, Tom Dixon) and a global showroom network. It is the most direct UK-headquartered peer to SHIIR in positioning and product mix.
- Edward Fields: Edward Fields is a heritage US luxury rug maker specializing in hand-knotted and Aubusson rugs sold through interior designers. It is one of the closest direct competitors in the high-end designer-trade rug category.
Others
- Holly Hunt: Holly Hunt is a luxury furniture and textiles showroom partner carrying SHIIR rugs in its Chicago and other showrooms. It is comparable as a designer-trade distributor/channel peer for premium home brands.
- Oscar Isberian Rugs: Oscar Isberian Rugs is a third-generation rug purveyor that co-founded SHIIR. As the parent/sister brand, it shares SHIIR's artisan heritage, material sourcing, and showroom relationships but operates as a separate, broader rug business.
Broad incumbents
- Jaipur Living: Jaipur Living is a major rug and home textile brand with a strong artisan-made positioning at more accessible price points. It is comparable as a handcrafted rug brand with significant B2B/trade distribution.
- Perennials & Sutherland: Perennials & Sutherland is a David Sutherland-owned performance fabric and luxury rug company sold through designer showrooms. It is one of SHIIR's named showroom partners and shares the high-end designer-trade positioning.
- Loloi: Loloi is one of the largest US-based rug companies, offering a broad portfolio from hand-knotted luxury to machine-made across multiple price points. It competes with SHIIR at the upper-mid tier and dominates the broader designer-wholesale channel.
- Surya: Surya is a large rug and home accessories manufacturer/distributor with a broad price spectrum and deep showroom presence. It overlaps with SHIIR's lower price tiers and designer wholesale reach.
- RH (Restoration Hardware): RH is a luxury home furnishings retailer with a significant rug assortment spanning hand-knotted and machine-made. It targets the same high-net-worth residential customer and competes for designer-led premium projects.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SHIIR social profiles
Digital presenceSHIIR financial estimates
Financial estimateRevenue estimate
Valuation estimate
SHIIR leadership team
Management profileNumber of profiles
Profiles1 record
SHIIR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SHIIR 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 SHIIR
What does SHIIR do?
SHIIR designs, manufactures, and sells custom handcrafted rugs across 16 named collections, offering bespoke customization in pattern, color, size, shape, material, and finishing. The brand serves interior designers, hospitality operators, and commercial clients primarily through a network of showroom partners and a Trade, Hospitality, and Commercial rug program. Pieces are produced by master artisans in India and Nepal using six core constructions including hand-knotted, hand-tufted, hand-loomed, flatweave, exposed-foundation, and Soumak weaves.
Is SHIIR a public or private company?
SHIIR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SHIIR founded?
SHIIR was founded in -1. It employs 11 to 50 people.
Where is SHIIR based?
SHIIR is headquartered in Chicago, United States, in the North America region.
How does SHIIR make money?
Three revenue lines are on record. Custom Handcrafted Rugs are the primary driver. The others are in-Stock Rugs and commercial/Project Sales.
Who are SHIIR's main competitors?
Direct peers on record are Stark Carpet, The Rug Company and Edward Fields. Others are Holly Hunt and Oscar Isberian Rugs. Broad incumbents are Jaipur Living, Perennials & Sutherland, Loloi, Surya and RH (Restoration Hardware).
Does SHIIR have an API?
No public API is recorded for SHIIR.
What industry is SHIIR in?
SHIIR's product category is Handcrafted Designer Rugs. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing, with a secondary code of IMAOAJAF, Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave). Its NAICS code is 31411 and its SIC code is 2273.