Rug'Society

What Rug'Society does

Rug'Society is a Portuguese brand specializing in modern and contemporary handmade rugs, headquartered in Oporto within the Covet Group ecosystem of luxury interior design brands. The company designs, manufactures, and sells hand-tufted and hand-knotted rugs using premium materials including Natural Wool, Botanical Silk, Mohair, Lurex, and Econyl regenerated nylon, organized across 10 themed collections (Urban, Shaggy, Geometric, Neutral, Classic, Botanical, Kids, Studio, Undertone, Lounge) and 6 shape formats (Rectangular, Round, Oval, Runner, Square, Irregular). Production relies on traditional artisan techniques including hand-tufting, hand-knotting, overtufting, carving, and loop methods, often combined within individual pieces to produce three-dimensional textures and bespoke aesthetics.

The company sells through a hybrid model combining direct-to-consumer e-commerce (rugsociety.eu, with quote-based pricing and a 15% first-order discount) and a B2B trade program targeting interior designers, architects, and hospitality/contract projects, with exclusive access to the TRE LAB Hand-tufted Collection for trade partners. Distribution leverages three physical showrooms in Oporto (Home Society Showroom, Covet Douro, Covet Lounge, Covet Valley) and a Home'Society Virtual Showroom offering 360-degree online product exhibitions alongside sister Covet Group brands. A made-to-measure Design Service and complimentary 30-minute design consultation support bespoke orders with custom dimensions, colors, graphics, and materials, while the Kids Collection is co-developed with Circu.

Rug'Society is a privately held, for-profit company founded in 2016, reporting 1–10 employees and operating from Gondomar/Oporto, Portugal. The brand claims a global operating footprint spanning Europe, North America, the Middle East, Asia Pacific, Latin America, and Africa, supported by WhatsApp Business contact and downloadable catalogues, with cross-promotional marketing embedded across the broader Covet Group brand portfolio including BRABBU, Boca do Lobo, Maison Valentina, LUXXU, and DelightFULL. No external funding rounds, revenue figures, or management team details are disclosed in the available data.

Name

Rug'Society

Legal name

Rug'Society

Website

https://rugsociety.eu

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Rug'Society is a Portuguese brand designing, manufacturing, and selling handmade contemporary rugs across 10 collections and 6 shapes for residential designers, hospitality projects, and individual consumers via e-commerce, trade programs, and Oporto showrooms within the Covet Group ecosystem.

Ownership category

akta.pro rank

Product category

Handmade Rugs

NAICS

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

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC), Carpet & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Handmade rugs
• Luxury floor coverings
• Custom rug design
• Interior design rugs
• Hospitality rugs

Headquarters

HQ city

Gondomar

HQ country

Portugal

HQ region

Europe

Offices5 records

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. One-Time Rug Sales: Direct sales of handmade rugs through e-commerce and showrooms. Products sold as finished goods with standard dimensions, plus custom/bespoke options. One-time purchase model with no recurring revenue per customer.
2. Custom and Bespoke Rug Services: Made-to-measure rug design service allowing customers to customize dimensions, colors, graphics, and materials. Revenue generated through higher-priced custom orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rug'Society designs, manufactures, and sells modern and contemporary handmade rugs across 10 themed collections (Urban, Shaggy, Geometric, Neutral, Classic, Botanical, Kids, Studio, Undertone, Lounge) in 6 shape options. The company produces hand-tufted and hand-knotted rugs using premium materials such as natural wool, botanical silk, mohair, lurex, and Econyl regenerated nylon. It also provides made-to-measure custom rug design services and operates a trade partner program for interior designers, architects, and hospitality projects.

Product overview

Rug'Society is a Portuguese brand specializing in modern and contemporary handmade rugs that serve as works of art for interior spaces. The product portfolio consists of 10 distinct collections: Urban, Shaggy, Geometric, Neutral, Classic, Botanical, Kids (in partnership with Circu), Studio, Undertone, and Lounge. Each collection offers rugs in 6 different shapes including Rectangular, Round, Oval, Runner, Square, and Irregular. The company provides made-to-measure custom rug design services and operates a Virtual Showroom for immersive product exploration. Individual products include a wide variety of hand-tufted, hand-knotted, and other artisanal rug designs using materials such as natural wool, botanical silk, mohair, lurex, and econyl regenerated nylon.

Differentiator

Problem solved

Functional benefit

Products and services

• Urban Collection

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered core and minor.

• CircucoreStrategic or Co-development PartnerPartnership with Circu (magical children's furniture brand) to create the exclusive Kids Collection featuring whimsical, fantasy-inspired rug designs for children's bedrooms and playrooms. The collection includes unique shaped rugs inspired by stories and characters.
• BRABBUcoreGTM or Marketing PartnerPart of the same Covet Group ecosystem. BRABBU design forces products are featured together with Rug'Society rugs in room-by-room inspirations and virtual showroom exhibitions. Cross-promotional relationship across websites and marketing materials.
• BRABBU ContractminorGTM or Marketing PartnerHospitality-focused division of BRABBU targeting contract and hospitality projects alongside Rug'Society contract rug offerings.
• Home's SocietycoreGTM or Marketing PartnerModern luxury goods platform hosting the Virtual Showroom exhibition featuring Rug'Society products alongside other luxury interior brands.
• Maison ValentinacoreGTM or Marketing PartnerLuxury bathroom brand featured together with Rug'Society in room-by-room inspirations and showroom exhibitions. Cross-promotional content on websites and marketing materials.
• Covet HousecoreGTM or Marketing PartnerCurated design platform within the Covet Group umbrella, promoting Rug'Society alongside other luxury interior design brands.
• Covet LightingminorGTM or Marketing PartnerLighting brand within the Covet Group ecosystem featured in cross-promotional content with Rug'Society.
• Covet CollectionminorGTM or Marketing PartnerCurated collection brand within the Covet Group umbrella for luxury interior products.
• Boca do LobocoreGTM or Marketing PartnerExclusive design furniture brand featured alongside Rug'Society in marketing materials and showroom exhibitions.
• LUXXUminorGTM or Marketing PartnerModern lamps brand within Covet Group ecosystem for cross-promotional luxury interior marketing.
• DelightFULLminorGTM or Marketing PartnerUnique lamps brand within Covet Group for cross-promotional content with Rug'Society.
• Essential HomeminorGTM or Marketing PartnerMid-century furniture brand within the Covet Group ecosystem featured in marketing collaborations.
• Caffe LatteminorGTM or Marketing PartnerModern design brand within Covet Group for cross-promotional luxury interior marketing.
• PullCastminorGTM or Marketing PartnerJewelry hardware brand within Covet Group ecosystem for luxury interior product marketing.
• FOOGOminorGTM or Marketing PartnerTimeless fireplaces brand featured in footer partnerships for lifestyle marketing.
• Mid Century ClubminorGTM or Marketing PartnerMid-century focused brand featured in partnership footer for targeted marketing.
• EconylminorOthersMaterial supplier providing regenerated nylon fiber used in sustainable rug production. Featured in product descriptions for Undertone collection rugs.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Stark Carpet: US luxury rug and carpet company serving residential and contract/hospitality markets with custom capabilities. Comparable in premium positioning, contract/hospitality focus, custom design services, and trade channel.
• Loloi Rugs: US-based designer and wholesale rug brand with broad collections across price points. Comparable in collection breadth, designer-driven product, multi-channel distribution, and trade/designer wholesale motion.
• Surya: US-based rug and home accessories brand with broad designer-driven collections across handmade and machine-made constructions. Comparable in collection depth, designer partnerships, multi-channel distribution, and contract/hospitality motion.
• The Rug Company: London-based designer and maker of luxury handmade rugs (hand-knotted and hand-tufted) collaborating with leading designers. Closely comparable to Rug'Society in product category, premium positioning, custom design service, and trade/designer channel focus.
• Nanimarquina: Spanish designer rug brand offering handmade rugs (hand-knotted, hand-tufted, kilim, dhurrie) with strong designer collaborations. Directly comparable in European handmade heritage, premium positioning, multiple collections, and custom capabilities.
• Jaipur Rugs: India-based handmade rug manufacturer with broad collection portfolio spanning hand-knotted and hand-tufted constructions. Comparable in handmade production methods, breadth of collections, and trade/retail channel mix.

Broad incumbents

• West Elm: Large US home furnishings retailer with broad designer-driven rug assortment spanning hand-tufted and hand-knotted constructions. Comparable as a broad incumbent in the designer rug retail category with strong trade relationships.
• Restoration Hardware (RH): US luxury home furnishings retailer with a sizable rugs category spanning handmade and machine-made options across its galleries and e-commerce. Comparable as a broad incumbent competing in the same premium home/rug category with multi-channel retail.

Emerging players

• Beni Rugs: Direct-to-consumer brand specializing in custom Moroccan and other handmade rugs with designer collaborations. Comparable in handmade custom focus and DTC + trade channel mix, though at smaller scale and narrower geographic sourcing.
• Christiane Perrochon: Independent designer/rug maker producing small-batch hand-tufted and hand-knotted rugs with artistic focus. Comparable in handmade craftsmanship, design-led positioning, and bespoke/custom capability, though at boutique scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rug_society
• TikTokvm.tiktok.com/ZMeRFMVMe
• Facebookfacebook.com/rugsociety
• LinkedInlinkedin.com/company/rug-society
• Pinterestpinterest.com/rugsociety
• Xx.com/rug_society

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 Rug'Society