Beni Rugs

What Beni Rugs does

Beni Rugs is a vertically-integrated, direct-to-consumer home goods company founded in 2018 by Robert Wright and Tiberio Lobo-Navia that designs, produces, and sells handwoven Moroccan wool rugs. The company owns and operates an 8,000 square-foot production facility called 'The Studio' near Marrakech, Morocco, where it employs Berber women weavers and applies a proprietary washing process to produce rugs from 100% locally and humanely sourced wool. Its product line spans eight distinct construction types — Atlas, Atlas Low, Rif, Safaa, Zahara, Rabat, Siroua, and Royale — each rooted in different regional Moroccan weaving traditions, with prices ranging from approximately $450 for smaller flatwoven pieces to $930+ for larger hand-knotted constructions.

The company sells made-to-order rugs with custom sizing, complemented by a rotating slate of named collaborations and collections (Oak Lane with Michael Bargo, Intersection with Studio KO, Foliage with Flamingo Estate, Chalet, and an Austrian architecture-inspired line with Design Within Reach). Distribution combines a flagship DTC e-commerce site, a Tribeca loft showroom in Manhattan, the Marrakech workshop, and three authorized retail partners — Design Within Reach, The Expert, and The Invisible Collection. A dedicated trade program serves interior designers, decorators, and architects with preferential pricing, complimentary samples, and account management.

Revenue mechanics are anchored in one-time premium rug purchases, with an annual trade subscription tier and ancillary sales of swatches and rug pads. Fair Trade Certified and STEP Certified Partner status (since 2022) underpins the brand's ethical positioning. The company remains privately held, founder-owned, and bootstrapped, with a small corporate headcount (1-10) and no disclosed institutional investment.

Name

Beni Rugs

Legal name

Beni Rugs, Inc.

Website

https://benirugs.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Beni Rugs designs and sells handwoven Moroccan wool rugs through vertically-integrated production in Marrakech, serving design-conscious consumers, interior designers, and hospitality clients via DTC e-commerce, retail partnerships, and trade programs.

Ownership category

akta.pro rank

Product category

Handmade Home Textiles

NAICS

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

SIC

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

akta.pro industry

PRIMARYIMAOAJAC

Area Rug Manufacturing

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Carpet, Rug & Floor Covering Manufacturing

SECONDARYCRAIALAC

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

Consumer Products & Retail/Home & Furniture Retail/Home Textiles Retail (Bedding, Bath Linens, Rugs)

SECONDARYCRAIAGAE

Carpet & Area Rug Flooring Retail

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

Keywords

• Handwoven Moroccan rugs
• Wool area rugs
• Custom rug design
• Fair trade home textiles
• Berber style rugs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Handmade Rug Sales: Primary revenue from selling handcrafted Moroccan rugs made from 100% wool. Products are made to order with custom sizing options. Price points range from approximately $450 for smaller flatwoven rugs to $930+ for larger hand-knotted pieces.
2. Trade Program: Exclusive trade program for design professionals offering preferential pricing, complimentary samples, and dedicated account management.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Beni Rugs designs and sells handwoven Moroccan wool rugs, rug samples, and complementary home goods through a direct-to-consumer e-commerce channel, supported by a trade program for design professionals. The company operates its own production facility near Marrakech, Morocco, enabling vertically-integrated design, weaving, and finishing of the rugs it sells.

Product overview

Beni Rugs is a vertically-integrated Moroccan rug company that offers handcrafted rugs made from 100% naturally and humanely sourced Moroccan wool. Their product portfolio centers on multiple construction types—Atlas (standard pile), Atlas Low (lower pile), Rif (close-cropped), Safaa (flatwoven), Zahara (flatwoven with embroidery), Rabat (hyper-fine knotting), Siroua (long pile), and Royale (dense fine pile)—each representing distinct regional Moroccan weaving traditions. The core products are sold through various named collections including collaborations with designers (Oak Lane with Michael Bargo, Intersection with Studio KO, Flamingo Estate) and themed collections (Chalet, Austrian Architecture). The company operates their own weaving and washing facilities in Morocco, employs Berber women artisans, and offers made-to-order custom sizing alongside ready-to-ship options. Retail channels include their own website, showrooms in New York City and Marrakech, and authorized retailers including Design Within Reach. All products feature 100% wool construction with natural variations expected due to handmade processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Handwoven Moroccan Wool Rugs
• Rug Samples
• Trade Program
• Home Goods and Accessories

Quantifiable outcome

• Each rug washed multiple times (up to 5 times per rug) in proprietary process to eliminate shedding before shipment

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Colin KingcoreStrategic or Co-development Partner · 18 November 2025Renowned interior stylist and designer Colin King designed the Tribeca loft space reimagined as Beni Rugs' Manhattan showroom, featuring a neutral palette and vintage objects reflecting the brand's heritage.
• Design Within ReachcoreChannel Partner/ Reseller/ Distributor · 30 July 2025Expanded rug collaboration with Design Within Reach, unveiling a new collection of handcrafted rugs inspired by early 20th-century Austrian architecture. Made from ethically sourced wool in Morocco.
• Studio KOcoreStrategic or Co-development Partner · 28 March 2025Collaboration with architecture firm Studio KO to create the 'Intersection' collection of 10 Moroccan rugs, launching at Salone del Mobile in Milan and online. Combines traditional Moroccan craftsmanship with contemporary design elements including the debut of the Rabat method.
• STEP (Sustainable Trading Practices)coreOthers · 1 January 2022STEP Certified Partner since 2022, demonstrating commitment to fair trade operations, ethical practices, and environmental sustainability. The company operates a sustainable, fair trade workshop called The Studio near Marrakech.
• Michael BargocoreStrategic or Co-development PartnerDesigner collaboration on the 'Oak Lane' collection featuring 6 designs across 4 constructions inspired by Amagansett summer aesthetics. Designs drawn from vintage textiles from Bargo's beach kit.
• Flamingo EstatecoreStrategic or Co-development PartnerSecond collaboration on the 'Foliage' collection drawing inspiration from Flamingo Estate's lush paradise high atop the hills of Los Angeles.
• The ExpertminorChannel Partner/ Reseller/ DistributorAuthorized online retailer for authentic Beni Rugs alongside the company's flagship store and Design Within Reach.
• The Invisible CollectionminorChannel Partner/ Reseller/ DistributorAuthorized online retailer for authentic Beni Rugs, offering access to design professionals and consumers seeking curated design collections.
• Professional Rug CleanersminorImplementation/ SI/ Consulting PartnerRecommended professional cleaning partners in LA and NYC for long-term rug care and maintenance, with introductions available through customer service.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• The Rug Company: Premium handmade rug brand offering high-end designer-collaboration collections and bespoke sizing. Closest direct peer to Beni Rugs given shared handmade positioning, designer collabs, and design-trade focus.
• Rugs USA: Online-first rug retailer with broad assortment and frequent designer collaborations. Comparable DTC e-commerce model and willingness to operate with direct-to-consumer drops, though at lower price tiers.
• Dash & Albert: Annie Selke's rug and home-textile brand offering design-led, often flatwoven and wool rugs through DTC and wholesale. Comparable assortment, materials, and trade/retail channel strategy.
• Loloi Rugs: Design-forward rug company producing a broad assortment of artisan and machine-made rugs sold through designer and retail channels. Comparable in channel mix (DTC + wholesale) and design-led marketing, though broader and more mass-market in price tier.

Broad incumbents

• West Elm: Williams-Sonoma-owned home-furnishings retailer with a significant rug assortment and frequent designer collaborations. Overlaps with Beni Rugs on design-led rugs and trade/retail distribution but operates as a broad home retailer rather than a rug specialist.
• Anthropologie: URBN-owned lifestyle retailer with curated rugs, frequent designer collabs, and strong editorial storytelling. Comparable brand voice and design-press footprint, though broader in assortment and price.
• Arhaus: Premium home-furnishings retailer with handcrafted rugs, artisan storytelling, and showroom-based DTC. Overlaps on handmade positioning, showrooms, and ethically sourced narrative.
• Restoration Hardware (RH): Luxury home-furnishings retailer with premium rugs and large-format showrooms. Comparable on premium positioning, gallery-style showrooms, and design-trade clientele, but with a much broader category portfolio.

Emerging players

• Cristina Vanko Studio: Boutique hand-knotted rug atelier offering bespoke and limited-edition designer rugs. Directly comparable handmade, custom, design-collaboration model at similar scale and price tier.
• Jungalow: Justina Blakeney's design-led home brand with bold-patterned rugs and textiles sold DTC. Comparable boutique-design positioning and influencer-driven audience, with similar scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/benirugs
• Instagraminstagram.com/beni_rugs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Beni Rugs