The Rugs Story

Name

The Rugs Story

Legal name

The Rugs Story

Website

https://therugsstory.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Handmade Rugs

NAICS

Carpet and Rug Mills (31411), Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Carpet & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Handmade rugs
• Hand-knotted carpets
• Wool dhurries
• Custom rugs
• Artisan floor coverings

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Rug Sales: The company generates revenue entirely from the sale of handmade rugs and dhurries through its Shopify e-commerce platform. Products are sold at fixed prices displayed on the website in multiple currencies (USD, EUR, GBP, etc.). Both ready-to-ship and made-to-order customisable rugs are offered. Prices range from approximately $89 to over $2,900 depending on size, material, and craftsmanship.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

The Rugs Story manufactures and sells handmade rugs (hand-knotted, hand-tufted, and flat-weave dhurries) through its direct-to-consumer Shopify website, organized into Traditional, Modern, Contemporary, Dhurries, Terrain Series, and Signature Collections. It also offers a Customise Your Rug service that lets buyers personalize size, shape, color, material, and design, with shared design renderings and production updates. Supporting services include Styling Consultancy, a Trade Program for interior designers and architects, and Wall-to-Wall Carpet installation.

Product overview

The Rugs Story is a direct-to-consumer handmade rug company offering a curated portfolio of handcrafted floor coverings. The core product line consists of five main collections: Traditional Designs, Modern Designs, Contemporary Designs, Handwoven Dhurries, and the Terrain Series, complemented by an exclusive Signature Collection. Products are available in multiple shapes (round, rectangle, square, irregular, and runners), crafted from seven primary material types (wool, wool & viscose, wool & silk, blended wool, viscose, jute, and cotton), and offered in standard sizes from 3x5 ft to 12x15 ft. The company differentiates through customization services allowing customers to personalize rugs, styling consultancy for interior coordination, a trade program for design professionals, and wall-to-wall carpet installation. All products emphasize 100% handmade craftsmanship, natural fibers, and sustainable production rooted in rural Indian craftsmanship traditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Designs Collection Handmade rugs featuring classic, heritage-inspired designs including hand-knotted and hand-tufted craftsmanship with patterns rooted in traditional aesthetics, available in multiple shapes (round, rectangle, square, irregular, runners) and materials. Targeted at consumers seeking heritage-style rugs for living rooms, bedrooms, and home offices.
• Modern Designs Collection Contemporary handmade rugs with clean, minimalist aesthetics and modern patterns suitable for contemporary interior spaces, offered in multiple shapes and sizes. For homeowners and interior designers seeking minimalist, modern-style rugs.
• Contemporary Designs Collection Handmade rugs blending modern and traditional elements with artistic, trend-forward designs for contemporary living spaces. Targeted at consumers and designers seeking artistic, trend-forward floor coverings.
• Handwoven Dhurries Flat-woven, lightweight handwoven rugs traditionally crafted using cotton, wool, or jute fibers, available in various patterns and colors with entry-level pricing from approximately $89. Targeted at value-conscious consumers and those seeking lightweight flat-weave rugs.
• Terrain Series Nature-inspired handmade rugs featuring earth-tone color palettes and organic textures that evoke natural landscapes, available in multiple shapes including round, rectangle, and irregular forms. Targeted at consumers seeking organic, nature-themed rug designs.
• Signature Collection Exclusive handcrafted rug styles featuring premium materials and intricate craftsmanship, including hand-knotted designs with luxury fibers, priced from approximately $500 to over $2,900. Targeted at luxury residential buyers, interior designers, and boutique hospitality buyers seeking premium hand-knotted rugs.
• Customise Your Rug Service Bespoke rug customization service allowing customers to personalize size, shape, color, material, and design specifications, with a transparent process that shares design renderings and step-by-step production updates. For homeowners, interior designers, and hospitality buyers needing rugs tailored to specific dimensions or design requirements.
• Styling Consultancy Professional interior styling consultation service to help customers select and coordinate rugs with their existing decor, guiding buyers through product selection and customisation decisions. For consumers seeking design guidance as part of their rug purchase.
• Trade Program Dedicated program for trade professionals including interior designers, architects, and hospitality buyers offering exclusive trade pricing and benefits with dedicated support for project-based or bulk orders. For design professionals sourcing handmade rugs for client projects.
• Wall-to-Wall Carpets Custom wall-to-wall carpet installation service for comprehensive floor coverage solutions, extending the rug offering beyond standalone rugs to full-room installations. For residential and commercial buyers needing full floor coverage in natural-fibre handmade carpeting.

Quantifiable outcome

• 4.6 out of 5 rating based on 28 Google reviews, with consistent themes of high quality, prompt delivery, helpful customer service, and value for money.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ruggable: Larger DTC rug brand with a washable two-piece system. Competes for the same online-first rug buyer, though differentiated by product format and price tier.
• Armadillo & Co: Direct-to-consumer handmade rug brand with artisan production focus, premium positioning, and global shipping. Comparable on craftsmanship narrative and price tier.
• Revival Rugs: DTC rug brand specializing in vintage and handmade rugs with custom sizing and a strong e-commerce funnel. Directly competes for the same online handmade-rug buyer.
• Jaipur Rugs: India-based handmade rug manufacturer and retailer selling directly to consumers globally, with strong customization and trade channels. Closest comparable by geography, product, and artisan-based production model.

Broad incumbents

• Loloi Rugs: Major US-based rug brand with broad assortment across handmade and machine-made lines, distributed through wholesale and DTC. Sets the competitive pricing and assortment benchmark in the category.
• Crate & Barrel: Large home furnishings retailer carrying a wide rug assortment. Competes for the design-conscious residential buyer shopping at premium price points.
• West Elm: National home furnishings retailer with a sizable rug assortment including artisan and fair-trade collections. Competes for the design-conscious residential customer.
• Rugs USA: Large online-first rug retailer carrying broad assortment across price points. Represents the e-commerce scale competitor that benefits from marketplace-style discovery.
• Pottery Barn: Major home furnishings retailer with broad rug assortment and strong brand recognition. Competes for the same premium residential decorating customer.

Emerging players

• Boutique Rugs: Online-first rug retailer offering broad assortment at accessible price points. Overlaps in the entry-to-mid price tier and direct e-commerce channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/therugstory
• YouTubeyoutube.com/@therugstory
• Facebookfacebook.com/therugstory
• Instagraminstagram.com/therugstory
• Pinterestin.pinterest.com/therugstory
• LinkedInlinkedin.com/company/the-rugs-story

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 The Rugs Story