Woven
- Company typePrivate
- Founded2014
- HeadquartersWatlington, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Woven does
Woven (legal entity: Woven Rugs) is an Oxfordshire-based, UK-domiciled online retailer of contemporary and designer rugs, founded in 2014 and operating under the Rugs Direct Online Family of Businesses (company number 08899731). The company runs a pure-play direct-to-consumer Shopify storefront selling rugs from over 20 European and Asian brands — including Louis De Poortere, Nourison, Asiatic, Morris & Co., Harlequin, Calvin Klein Home, Sanderson, Surya, and Think Rugs — spanning machine-woven, hand-tufted, and hand-knotted constructions in wool, viscose, polypropylene, cotton, jute, sisal, leather, faux fur, and sheepskin. The product taxonomy is organized across color, size, room, material, shape, and style, with complementary accessories (anti-slip underlay, stain protector) as attach SKUs.
The business model is unit-pricing one-off retail with no subscription or recurring revenue component, free UK mainland delivery, a price-match policy, and a simple returns process. Customer segmentation is horizontal: residential homeowners are the primary persona, supplemented by interior designers and multinational architect firms as a trade channel. GTM motion is digital-direct, executed through Facebook, Instagram, Pinterest, an email newsletter with a 12% signup incentive, and a content/blog funnel. Headcount is reported at 7, the technology stack is a vanilla Shopify storefront, and there is no evidence of proprietary technology, AI/ML capabilities, patents, regulatory actions, funding rounds, M&A, or leadership changes in the source data.
Woven firmographics
Firmographics- Name
- Woven
- Legal name
- Woven Rugs
- Website
- https://woven.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Woven industry classification
Industry- Product category
- Online Rug Retail
- NAICS
- Carpet and Rug Mills (314110)
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Area Rug Manufacturing (IMAOAJAC)
- akta.pro secondary industry
- Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG)
Keywords
Where Woven is headquartered
LocationHeadquarters
- HQ city
- Watlington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Woven business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Retail Rug Sales: One-time product sales of rugs and home accessories directly to consumers through the e-commerce website. Products include area rugs, runners, round rugs, and rug accessories like anti-slip underlay. No subscription or recurring revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget rugs under £100 |
| Unit Pricing | Pay-as-you-go | Mid-range rugs £100-£500 |
| Unit Pricing | Pay-as-you-go | Premium rugs £500-£1,500+ |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Woven product offering
Product offeringCore offering
Woven is an online direct-to-consumer rug retailer that sells an extensive catalog of contemporary and designer rugs from over 20 leading European and Asian brands (such as Louis De Poortere, Nourison, Asiatic, Morris & Co., Harlequin, Calvin Klein Home, Think Rugs) in a wide range of materials, sizes, colours, and styles, alongside complementary rug accessories including anti-slip underlay and stain protector, with free UK mainland delivery and a price match guarantee.
Product overview
Woven is an Oxfordshire-based online rug retailer offering a comprehensive e-commerce platform for high-end and designer rugs. Launched in 2014, the company positions itself as the UK's largest supplier of contemporary rugs with an unrivalled selection of textures, colours, shapes, and styles. The core offering centres on rugs from over 20 leading brands including Louis De Poortere (Belgian flatweave), Nourison (American designs), Asiatic (UK manufacturer), Origins, Morris & Co., Harlequin, Calvin Klein Home, and Think Rugs. Product categories span machine-woven, hand-tufted, and hand-knotted rugs in materials including wool, polypropylene, viscose, cotton, jute, and sisal. Complementary products include Anti-Slip Underlay and Stain Protector. The company serves residential and commercial customers including interior designers, with offerings organized by colour (blue, grey, beige/cream, multi-coloured), size (small to extra-large, runners, round), room type (living room, bedroom, hallway, outdoor), and style (modern, traditional, Persian, Scandinavian, Boho).
Differentiator
Problem solved
Functional benefit
Products and services
- Designer and Contemporary Rugs An extensive online catalog of contemporary, traditional, vintage, and designer rugs from over 20 leading European and Asian brands, offered in machine-woven, hand-tufted, and hand-knotted constructions across materials including wool, polypropylene, viscose, cotton, jute, and sisal. Sold to residential homeowners, interior designers, and architecture firms through woven.co.uk, with options filtered by colour, size, room, material, brand, and style.
- Louis De Poortere Rugs Collection
- Nourison Rugs Collection American manufacturer Nourison's diverse rug collections, including the Celestial collection with abstract oceanic-inspired designs, the Vintage Kashan Persian-inspired traditional rugs, and the Silky Textures contemporary low-profile area rugs. Sold via Woven's online storefront.
- Asiatic Rugs Collection UK-based manufacturer Asiatic's machine-woven and hand-tufted rugs, including the Nova collection (distressed vintage-style designs), Muse (fashion-forward contemporary), and Sloan (modern geometric flatweave) ranges. Sold via Woven's online storefront.
- Morris & Co. Rugs Collection Hand-made designer rugs featuring classic William Morris leaf and floral designs such as Seaweed, Strawberry Thief, and Pimpernel, constructed with 97% Pure New Wool and viscose detailing. Sold via Woven's online storefront.
- Harlequin Rugs Collection Designer Harlequin rugs featuring bold geometric patterns, including the Rhythm collection (hand-tufted 100% wool) and the Zeal collection (abstract brushstroke designs), coordinated with fabrics and wall coverings. Sold via Woven's online storefront.
- Calvin Klein Home Rugs Collection Modern transitional Calvin Klein Home rugs featuring clean understated style with tonal contrast and unexpected colour combinations, using natural fibres including wool and bamboo. Sold via Woven's online storefront.
- Think Rugs Collection Contemporary Think Rugs including the Brooklyn heavyweight heat-set frieze range, Morocco Moroccan Beni Ourain inspired shaggy rugs, and Athena distressed antique-look machine-made rugs. Sold via Woven's online storefront.
- Anti-Slip Underlay Non-slip rug underlay compatible with carpet, wood, synthetic and stone floors. Compatible with underfloor heating, hypoallergenic, environmentally friendly, hand washable at 30°C, made from 100% polyester. Sold to Woven's residential and trade rug customers.
- Stain Protector Rug stain protection product designed to help maintain rug appearance and longevity, sold as a complementary accessory to Woven's rug range.
Companies that use Woven
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Woven technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Woven partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Rugs Direct Online Family of BusinessescoreWoven is part of the Rugs Direct Online Family of Businesses (Company number 08899731). This corporate family relationship provides operational synergies and scale within the online rugs retail sector.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Woven competitors and assessment
Company assessmentBroad incumbents
- Wayfair: Large US-founded online home goods retailer with a significant UK rugs category. Overlaps with Woven on category, channel, and target customer but operates at vastly greater scale and assortment breadth.
- John Lewis: UK department store with a curated home and rugs assortment and strong trust positioning. Overlaps with Woven's premium consumer segment but operates a much broader retail portfolio.
- Dunelm: Leading UK home furnishings retailer with a substantial rugs range and growing online channel. Competes with Woven for the UK home decor customer across price points and styles.
Others
- Shopify: E-commerce platform provider on which Woven's storefront is built. Not a competitor but a critical infrastructure dependency and ecosystem participant — relevant for assessing platform risk and feature parity.
Regional players
- West Elm: US-founded modern home furnishings retailer with a UK online presence, offering premium designer rugs. Comparable on premium positioning and design-led assortment but operates a broader home portfolio across multiple categories.
- Carpetright: UK floor coverings specialist with physical stores and online offering covering rugs alongside carpets and vinyl. Comparable as a UK rug/floor covering specialist, though its physical-led model differentiates it from Woven's pure-play online approach.
Direct peers
- Ruggable: Online-first washable rug brand operating in the UK and US with a DTC-heavy model. Comparable as a digitally native rug brand competing for the same online consumer consideration set Woven serves.
- The Rug Seller: UK-based online rug retailer offering a broad multi-brand assortment at varied price points. Directly comparable as a specialist rug e-commerce competitor with overlapping customer base and brand portfolio.
- Rugs Direct: UK online rug specialist that shares corporate parentage with Woven under the Rugs Direct Online Family of Businesses (company 08899731). Directly comparable as a multi-brand online rug retailer targeting UK consumers and trade buyers.
- Land of Rugs: UK online rug specialist offering modern, traditional, and designer rugs from multiple brands. Directly comparable as a same-category, same-channel, same-geography competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Woven social profiles
Digital presenceWoven financial estimates
Financial estimateRevenue estimate
Valuation estimate
Woven leadership team
Management profileNumber of profiles
Woven funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Woven 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 Woven
What does Woven do?
Woven is an online direct-to-consumer rug retailer that sells an extensive catalog of contemporary and designer rugs from over 20 leading European and Asian brands (such as Louis De Poortere, Nourison, Asiatic, Morris & Co., Harlequin, Calvin Klein Home, Think Rugs) in a wide range of materials, sizes, colours, and styles, alongside complementary rug accessories including anti-slip underlay and stain protector, with free UK mainland delivery and a price match guarantee.
Is Woven a public or private company?
Woven is a private company. It is classified as corporate owned and is currently operating.
When was Woven founded?
Woven was founded in 2014. It employs 1 to 10 people.
Where is Woven based?
Woven is headquartered in Watlington, United Kingdom, in the Europe region.
How does Woven make money?
One revenue line is on record: retail Rug Sales.
Who are Woven's main competitors?
Broad incumbents on record are Wayfair, John Lewis and Dunelm. Shopify is listed as an others. Regional players are West Elm and Carpetright. Direct peers are Ruggable, The Rug Seller, Rugs Direct and Land of Rugs.
Does Woven have an API?
No public API is recorded for Woven.
What industry is Woven in?
Woven's product category is Online Rug Retail. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing, with a secondary code of IMAOAKAG, Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts). Its NAICS code is 314110 and its SIC code is 2273.