ICE International

What ICE International does

ICE International (legal entity I.C.E. International B.V.) is a Dutch family-owned producer of bespoke handmade rugs and carpets, founded in 1970 by Frits Janssen and currently led by his sons Marc Janssen (Owner and CEO) and Rogier Janssen (Business Development Director). The company designs and manufactures area rugs, inset carpets, wall-to-wall carpets, and stair runners, producing everything as one-off custom projects with no minimum order size. It serves luxury end markets including five-star hotels and resorts, high-end restaurants, premium residential projects, royal residences and palaces, superyachts, and private aviation, with named customers spanning Four Seasons, Fairmont, Burj Al Arab, Park Hyatt, Baccarat New York, Ritz-Carlton Chicago, Le Royal Monceau, Plaza Athénée, The Langham, The Savoy, Royal Huisman, and F/LIST.

The core product portfolio rests on two handmade techniques: hand-knotted rugs woven in Nepal (5 density grades from 40 to 150 knots per square inch, averaging ~155,000 knots per square meter, in Tibetan wool, New Zealand wool, natural silk, and bamboo), and hand-tufted carpets made with compressed-air gun technology that supports high/low pile, cut, loop, tip-shear, and 3D carved textures. The portfolio also includes indoor and outdoor flatweave rugs (the outdoor line uses 100% recycled PET yarn), plus an IMO-certified marine range and a FAR/JAR-certified aviation range. Production relies on an exclusive 38-year partnership with a Nepalese weaving family (now second generation), giving ICE access to a craft capacity that is difficult for competitors to replicate. Digital infrastructure consists of the ICE Library platform, an exclusive online catalog of over 600 designs filterable by type, colour, style, technique, and collection, together with a Design Visualizer tool that allows interior designers to personalize colorways and preview rugs in their own project images.

ICE operates a direct enterprise field-sales model with owned offices in Zaltbommel (NL, headquarters), Dubai (EMEA regional), New York (Americas regional), and London (UK business development), supported by VP-level regional leaders and three regional Design Managers. Revenue is generated on a quote-based, project-by-project basis with pricing driven by dimensions, knot density, materials, design complexity, and lead time; design services from the in-house team are bundled into projects rather than billed separately. The company reports no public revenue, has not raised external funding, and is privately held by the Janssen family. Certifications include CRI Green Label Plus, WoolSafe, IMO (marine), and FAR/JAR (aviation), alongside co-founding membership in the Care & Fair social-responsibility initiative since 1994.

Name

ICE International

Legal name

I.C.E. International B.V.

Website

https://rugs.nl

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

ICE International is a Dutch family-owned maker of bespoke handmade rugs and carpets, serving luxury hotels, residences, palaces, superyachts, and private aviation worldwide through offices in the Netherlands, Dubai, New York, and London.

Ownership category

akta.pro rank

Product category

Luxury Handmade Carpets & Rugs

NAICS

Carpet and Rug Mills (31411), Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

Keywords

• Handmade area rugs
• Luxury carpet manufacturing
• Bespoke rug design
• Hand-knotted carpets
• Custom hospitality carpets

Headquarters

HQ city

Zaltbommel

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Handmade Rugs and Carpets: ICE International generates revenue through the design and production of bespoke handmade rugs and carpets. All products are custom-produced as per floor plan or site measurement with no minimum order size. Revenue is generated from one-time project-based orders for area rugs, inset carpets, wall-to-wall carpets, and stair carpets for high-end projects worldwide.
2. Bespoke Design Services: Revenue includes design services where the in-house design team collaborates directly with clients to create custom designs from mood boards, sketches, or existing artworks. The service-oriented project managers supervise projects from initial contact to full completion.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ICE International designs and produces bespoke handmade rugs and carpets for luxury hospitality, residential, superyacht, and aviation projects worldwide. Core product categories include hand-knotted rugs (40–150 knots per square inch), hand-tufted rugs and carpets (indoor and outdoor), and flatweave rugs (indoor and outdoor) made from premium natural materials including Tibetan wool, New Zealand wool, silk, and bamboo, plus 100% recycled PET yarn for outdoor use. The company offers fully customized design services, project management from initial contact through completion, and certified marine (IMO) and aviation (FAR/JAR) quality products.

Product overview

ICE International is a family-owned Dutch company specializing in bespoke handmade rugs and carpets for high-end residential and hospitality projects. The core product portfolio consists of hand-knotted area rugs produced in Nepal and hand-tufted area rugs and carpets available in indoor and outdoor variants. These are complemented by flatweave rugs for both indoor and outdoor use. ICE offers its products across multiple market segments: hospitality (hotels and restaurants), residential, corporate, palaces, superyachts (IMO-certified), and aviation (FAR/JAR certified). The company provides an ICE Library platform with over 600 designs accessible to interior designers, along with a Design Visualizer tool for project personalization. ICE also maintains maintenance service offerings. Recent collections include Architectural, Sea Breeze, Aviation, Emotions (superyacht), Rihla, Anew (recycled PET), and Vintage collections.

Differentiator

Problem solved

Functional benefit

Brands

• ICE Library: Online platform for interior designers to browse and download designs, view sample photos, and access exclusive previews of new developments. Features over 600 designs filterable by type, colour, style, technique, collection, and content.

Products and services

• Hand-Knotted Area Rugs Custom handmade area rugs woven by hand thread by thread, knot by knot in Nepal using Tibetan wool and natural silk. Available in 5 densities from 40 to 150 knots per square inch, in round, rectangular, and oval shapes. Averages 155,000 knots per square meter. Targeted at luxury hotels, residences, palaces, superyachts, and aviation interiors.
• Hand-Tufted Area Rugs and Carpets Custom hand-tufted area rugs and carpets using highest-quality yarns in wool, silk, and bamboo. Suitable for any area from stair-runners to presidential suites. Available with IMO and FAR/JAR certifications for yachts and private jets. Various textures include high pile, low pile, cut, loop, and tip-shear with 3D carved effects.
• Hand-Tufted Outdoor Rugs Special hand-tufted outdoor quality with cut or loop pile options. Features air-mesh backing for quick drying, UV-stabilized conscious yarn, available in 65 colors. Suitable for outdoor terraces, spas, swimming pools, yachts, and restaurants.
• Flatweave Rugs (Indoor) Lightweight flatweave rugs made from 100% New Zealand wool without knots or piles. Total height starting at only 5mm. Temperature-regulating properties keep cool in summer and warm in winter.
• Flatweave Outdoor Rugs Outdoor flatweave rugs made from 100% recycled PET yarn (from plastic bottles). Water-resistant with high water permeability, total height starting at 7mm. Available in 26 vibrant colors with UV stabilization and fire retardant tested.
• Maintenance Services Professional carpet maintenance guidance including preventive soiling measures, daily care procedures, interim maintenance, deep cleaning, and storage recommendations using WoolSafe certified products.
• Architectural Collection An innovative range of floor coverings reimagining iconic architectural landmarks in rug design. The collection translates defining elements of architecture (shapes, textures, spatial concepts) into elegant designs for modern spaces.
• Sea Breeze Collection A bespoke guestroom carpet set featuring five unique contemporary designs inspired by ocean ripples, beach patterns, and sandy textures. Made from 100% wool with organic shapes and varied pile heights.
• Aviation Collection A bespoke rug collection designed for private aircraft, hand-tufted with silk and wool blend. Inspired by skies and cloudscapes with designs capturing the serene beauty of flight.
• Emotions Superyacht Collection A superyacht carpet collection developed with Tillberg Design of Sweden. Features multi-dimensional techniques with different heights and textures creating extraordinary tactile experiences for luxury yacht interiors.
• Rihla Collection A Najdi-inspired bespoke rug design collection referencing the Al Najd region heritage of Saudi Arabia with historic architectural and cultural design elements for projects in and around Diriyah.
• Anew Indoor & Outdoor Collection A sustainable collection made from 100% recycled PET yarn. Suitable for indoor and outdoor use with UV stabilization and abrasion resistance. Available in handloom, flatweave, and hand-tufted qualities.
• Vintage Collection A traditional rug-inspired collection with modern touch featuring weathered effects and vibrant colors. Mix of different techniques and materials for a playful, modern aesthetic.

Quantifiable outcome

• Hand-knotted carpets average 155,000 knots per square meter with densities from 40 to 150 knots per square inch
• +2 more outcomes

Named customers16 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Care & FaircoreOthers · 1 January 1994ICE International co-founded Care & Fair in 1994/1995. The organization offers free education and primary medical healthcare to carpet knotting families in India and Pakistan. ICE founder Frits Janssen co-initiated the organization and remained an active board member for 21 years. Currently Marc Janssen continues the involvement. Care & Fair operates 13 schools with 4,500 children receiving education and runs 8 education centres with 300 women in empowerment programmes.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Tai Ping Carpets: Hong Kong-based custom luxury carpet manufacturer with global presence. Comparable to ICE in bespoke hospitality and aviation carpets, with similar marine/aeronautical certifications and design-led heritage.
• Fort Street Studio: Luxury hand-knotted rug maker with designer collaborations. Comparable to ICE in artist-designed, premium-positioned rugs sold through interior designers and hospitality projects.
• Edward Fields: Historic bespoke carpet maker serving luxury hotels, casinos, and residences. Comparable to ICE in custom-made carpets for prestigious hospitality projects and heritage craftsmanship.
• Stark Carpet (Stark Home): US-based luxury carpet and rug company serving interior designers, luxury residences, and hospitality. Directly comparable to ICE in custom bespoke rug/carpet offerings and designer/specifier channel.
• The Rug Company: UK-based maker of luxury hand-knotted and hand-tufted rugs serving high-end residential and hospitality. Closest direct competitor to ICE in craftsmanship, positioning, and customer base, including luxury hotels and designer collaborations.
• Creative Matters Inc. Canadian bespoke handmade rug maker for luxury hotels, residences, and public spaces. Comparable to ICE in custom hand-knotted/hand-tufted offering, designer collaborations, and high-end hospitality focus.

Emerging players

• Holland & Sherry (Interiors): Luxury textile and flooring brand with bespoke rug collections serving interior designers. Comparable in designer-channel luxury positioning and bespoke custom rugs, though broader textile portfolio than ICE.

Broad incumbents

• Brintons Carpets: UK-based global carpet manufacturer with strong hospitality and commercial heritage. Comparable as a custom carpet supplier to luxury hotels but serves much broader commercial and mid-tier markets.
• Karastan (Mohawk Industries): Major US rug and carpet brand with broad residential and hospitality presence. Comparable in market overlap but operates at mass-market scale and lacks ICE's bespoke artisan positioning.
• Nourison: Large-scale US rug and carpet manufacturer with broad hospitality and residential product lines. Comparable in materials and hospitality customers, but operates at much larger scale and broader price spectrum than ICE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ICE-International-1436466913308313
• Instagraminstagram.com/iceinternational
• Pinterestnl.pinterest.com/rugsnl
• LinkedInlinkedin.com/company/ice-international

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 ICE International