Loloi Rugs

What Loloi Rugs does

Loloi Rugs (Loloi Inc.) is a Dallas-based designer and manufacturer of area rugs and adjacent home textiles, including pillows, throws, poufs, and wall art. The company was founded in 2004 and operates as a privately held corporation with 501–1,000 employees. Its core offering is area rugs sold across a wide range of sizes (2' x 3' through 12' x 15'+), shapes, and style categories, including specialty Indoor/Outdoor and Machine Washable lines, with hand-knotted production sourced from manufacturing partners in India. Beyond rugs, Loloi has expanded into a full layered home category through an extensive portfolio of designer collaborations (Magnolia Home x Joanna Gaines, Amber Lewis, Jean Stoffer, Chris Loves Julia, Carrier & Company, Rifle Paper Co., Brigette Romanek, Jeremiah Brent, Leanne Ford, Angela Rose) and complementary product lines such as wall art and one-of-a-kind pieces.

Loloi operates a dual go-to-market. Its primary channel is a B2B Trade Account Program targeting interior designers and decorators, supported by dedicated sales representatives, exclusive trade pricing, and seven physical showroom locations in the U.S. Its secondary channel is consumer-facing: direct e-commerce at loloirugs.com, a network of online and local dealers, and a flagship retail partnership with Wayfair for the Magnolia Home collaboration, which is promoted through co-marketed events. Pricing is not publicly disclosed at the SKU level; trade pricing is gated behind a trade account, while consumer pricing is set and surfaced by retailers such as Wayfair, where promotional pricing on collaboration products has been observed.

In 2024, Loloi reported revenue of $250 million, up 8.7% year-over-year, making it the third-largest player in the U.S. area rug market behind Surya ($280M) and ahead of Safavieh ($186M), in a category that contracted 5.1% to $1.86 billion. The company is privately held and founder-controlled by Amir Loloi, with no parent company or institutional investor disclosed. The principal strategic risk factor in 2025 is U.S. tariff policy: the doubling of tariffs on India to 50% has raised Loloi's tariff bill by approximately 80% versus 2024, given its reliance on Indian hand-knotting expertise for premium rugs, prompting active executive engagement with Indian manufacturing partners and strategic stockpiling.

Name

Loloi Rugs

Legal name

Loloi Inc.

Website

https://loloirugs.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Loloi Rugs is a Dallas-based designer and manufacturer of area rugs, pillows, throws, poufs, and wall art, serving residential consumers and trade professionals through a Trade Account Program, seven showrooms, DTC e-commerce, and a flagship Wayfair retail partnership for designer collaborations.

Ownership category

akta.pro rank

Product category

Area Rugs and Home Textiles

NAICS

Home Furnishings Retailers (44912), Carpet and Rug Mills (31411)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Carpets & Rugs (2273)

akta.pro primary industry

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

akta.pro secondary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Area rugs
• Home textiles
• Decorative pillows
• Designer collaborations
• Trade wholesale

Headquarters

HQ city

Dallas

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, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Rug and home décor product sales: Loloi generates revenue primarily through the sale of rugs, pillows, throws, poufs, and wall art products. The company reported $250 million in 2024 revenue, representing 8.7% growth year-over-year. Products are sold across multiple price points from entry-level to high-end custom pieces.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Loloi Rugs designs, sources, and distributes area rugs (machine-made and hand-knotted), along with complementary home d\u00e9cor including pillows, throws, poufs, and wall art. The assortment spans entry-level to high-end custom pieces across styles (modern, traditional, global/ethnic, illustrative, abstract, textural), sold through a Trade Account Program for designers, the company's own e-commerce site, seven showrooms, major retail partners like Wayfair, and a network of local dealers. A defining feature is the roster of designer collaboration sub-brands including Magnolia Home (Joanna Gaines), Amber Lewis, Jean Stoffer, Chris Loves Julia, Carrier & Company, Rifle Paper Co., and others.

Product overview

Loloi Rugs is a Dallas-based area rug and home décor company that offers a diversified product portfolio centered around rugs with complementary home décor categories. The core product is area rugs available in various sizes (from 2' x 3' to 12' x 15'+), shapes (rectangular, square, round, runners), and styles including Machine Washable and Indoor/Outdoor options. Beyond rugs, the product line extends to pillows, throws, poufs & floor pillows, and wall art. Loloi operates an extensive designer collaboration program with sub-brands including Magnolia Home (Joanna Gaines), Chris Loves Julia, Amber Lewis, Jean Stoffer, Rifle Paper Co., Carrier & Company, Brigette Romanek, Jeremiah Brent, Leanne Ford, and Angela Rose. The company also offers a Trade Account Program providing trade pricing and dedicated sales support for interior designers and trade professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Area Rugs Core product line of area rugs offered in multiple sizes (2'x3' to 12'x15'+), shapes (rectangular, square, round, runners), constructions (machine-made and hand-knotted), and styles (modern, traditional, global/ethnic, illustrative, abstract, textural). Includes specialty sub-lines such as Indoor/Outdoor and Machine Washable rugs. Sold to trade professionals and retail consumers.
• Rug Pads Supportive padding accessories designed to accompany rugs for added comfort, protection, and grip.
• Pillows Decorative pillows available in 18" square, 22"-26" square, and lumbar sizes, with indoor/outdoor and One-Of-A-Kind options, sold as coordinating accents to area rugs.
• Throws Decorative throw blankets designed to layer with rugs and pillows for a coordinated, layered home look.
• Poufs & Floor Pillows Floor seating accessories and oversized floor cushions for casual seating arrangements, available in One-Of-A-Kind options.
• Wall Art Wall décor in nature-inspired and richly textured designs, carefully custom-framed, available in Global/Ethnic, Illustrative, Modern, Textural, Traditional, and Abstract styles.
• Magnolia Home by Joanna Gaines Designer collaboration with Joanna Gaines featuring rugs, pillows, throws, and poufs reflecting her signature rustic-modern design aesthetic.
• Jean Stoffer Collection Designer collaboration with Jean Stoffer featuring rugs and pillows with a classic, timeless design aesthetic.
• Chris Loves Julia Collection Designer collaboration with Chris Loves Julia (Jeremiah and Julia Marcotte) offering rugs, pillows, and poufs with contemporary styling.
• Amber Lewis Collection Designer collaboration with Amber Lewis featuring rugs, pillows, wall art, and throws with her signature layered, bohemian aesthetic.
• Rifle Paper Co. Collection Designer collaboration with Rifle Paper Co. featuring rugs, pillows, wall art, throws, and poufs with whimsical, floral-printed designs.
• Carrier & Company Collection Designer collaboration with Carrier & Company offering rugs with sophisticated interior design sensibilities.
• Brigette Romanek Collection Designer collaboration with Brigette Romanek featuring rugs and pillows with modern, sculptural design elements.
• Jeremiah Brent Collection Designer collaboration with Jeremiah Brent offering rugs and pillows with clean, modern aesthetics.
• Leanne Ford Collection Designer collaboration with Leanne Ford featuring rugs and pillows with her signature warm, inviting, and collected-over-time aesthetic.
• Angela Rose Collection Designer collaboration with Angela Rose featuring rugs and pillows with romantic, feminine design elements.
• One-Of-A-Kinds Unique, one-of-a-kind handcrafted rugs, pillows, poufs, and wall art offered in singular, limited pieces.
• Indoor/Outdoor Rugs Rugs designed for both indoor and outdoor use, featuring weather-resistant materials and durable construction suitable for patios, porches, and outdoor living spaces.
• Machine Washable Rugs Rugs designed to be easily cleaned in washing machines, offering convenience for high-traffic areas and households.
• Trade Account Program A program for interior designers, decorators, and trade professionals providing trade pricing, easy online ordering with product availability and shipping cost visibility, and dedicated sales representative support.

Quantifiable outcome

• 8.7% year-over-year revenue growth in 2024, reporting $250M in revenue

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• WayfairflagshipChannel Partner/ Reseller/ Distributor · 1 April 2026Major retail partnership with Wayfair for the Magnolia Home x Loloi collaboration. Wayfair hosts promotional sales events featuring Loloi products, including Way Day sales with discounts up to 80% and free two- or three-day delivery. The partnership provides significant distribution for the collaboration.
• Magnolia Home (Joanna Gaines)flagshipStrategic or Co-development PartnerLoloi partners with Joanna Gaines' Magnolia Home brand to create exclusive rug collections. The collaboration features rugs, pillows, throws, and poufs designed by Gaines, sold through both Loloi's website and Wayfair. The partnership has been promoted through major sales events like Wayfair Way Day with discounts up to 80%.
• Jean StoffercoreStrategic or Co-development PartnerDesigner collaboration featuring rugs and pillows designed by Jean Stoffer, a prominent interior designer known for her vintage and transitional aesthetic.
• Chris Loves JuliacoreStrategic or Co-development PartnerPartnership with the Chris Loves Julia design brand (Jeremiah and Julia Marcotte) to create exclusive rugs, pillows, and poufs collections.
• Carrier & CompanycoreStrategic or Co-development PartnerCollaboration with Carrier & Company, the interior design firm founded by Carrier and Jessica, featuring an exclusive rug collection.
• Amber LewiscoreStrategic or Co-development PartnerPartnership with interior designer Amber Lewis featuring exclusive rugs, pillows, wall art, and throws collections.
• Angela RoseminorStrategic or Co-development PartnerCollaboration with designer Angela Rose featuring exclusive rugs and pillows.
• Rifle Paper Co.coreStrategic or Co-development PartnerPartnership with Rifle Paper Co., the lifestyle brand known for its colorful floral and illustrated designs, featuring exclusive rugs, pillows, throws, poufs, and wall art.
• Brigette RomanekminorStrategic or Co-development PartnerCollaboration with architect and designer Brigette Romanek featuring rugs and pillows.
• Jeremiah BrentminorStrategic or Co-development PartnerPartnership with interior designer Jeremiah Brent featuring exclusive rugs and pillows.
• Leanne FordminorStrategic or Co-development PartnerCollaboration with interior designer Leanne Ford featuring exclusive rugs and pillows.
• Indian Manufacturers (Hand-knotted rug production)coreOEM/ Whitelabel/ Licensing PartnerLoloi relies on Indian manufacturers for hand-knotted rug production due to India's specialized weaving expertise. Tariff pressures have forced Loloi executives to travel to India to secure continued production as tariff rates doubled to 50%. The company has navigated these challenges through strategic stockpiling and negotiations.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@loloirugs
• LinkedInlinkedin.com/company/loloi-rugs
• Instagraminstagram.com/loloirugs
• TikToktiktok.com/@loloirugs
• Pinterestpinterest.ca/loloirugs
• Xx.com/loloirugs
• Facebookfacebook.com/loloirugs

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Loloi Rugs