Beni Rugs
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.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Beni Rugs firmographics
Firmographics- 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
Beni Rugs industry classification
Industry- 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 primary industry
- Area Rug Manufacturing (IMAOAJAC)
- akta.pro secondary industries
- Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC), Carpet & Area Rug Flooring Retail (CRAIAGAE)
Keywords
Where Beni Rugs is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Beni Rugs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- 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.
- Trade Program: Exclusive trade program for design professionals offering preferential pricing, complimentary samples, and dedicated account management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Collection Rugs |
| Unit Pricing | Pay-as-you-go | Custom and Made-to-Order Rugs |
| Subscription | Annual | Trade Program Pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Beni Rugs product offering
Product offeringCore 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
Companies that use Beni Rugs
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Beni Rugs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Beni Rugs partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Colin KingcoreRenowned 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 ReachcoreExpanded 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 KOcoreCollaboration 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)coreSTEP 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 BargocoreDesigner 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 EstatecoreSecond collaboration on the 'Foliage' collection drawing inspiration from Flamingo Estate's lush paradise high atop the hills of Los Angeles.
- The ExpertminorAuthorized online retailer for authentic Beni Rugs alongside the company's flagship store and Design Within Reach.
- The Invisible CollectionminorAuthorized online retailer for authentic Beni Rugs, offering access to design professionals and consumers seeking curated design collections.
- Professional Rug CleanersminorRecommended 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
Beni Rugs competitors and assessment
Company assessmentDirect 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
Beni Rugs social profiles
Digital presenceBeni Rugs compliance and trust
Trust signalCompliance2 records
Beni Rugs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beni Rugs leadership team
Management profileNumber of profiles
Profiles2 records
Beni Rugs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beni Rugs 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 Beni Rugs
What does Beni Rugs do?
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.
Is Beni Rugs a public or private company?
Beni Rugs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Beni Rugs founded?
Beni Rugs was founded in 2018. It employs 1 to 10 people.
Where is Beni Rugs based?
Beni Rugs is headquartered in New York, United States, in the North America region.
How does Beni Rugs make money?
Two revenue lines are on record. Handmade Rug Sales are the primary driver. The others are trade Program.
Who are Beni Rugs's main competitors?
Direct peers on record are The Rug Company, Rugs USA, Dash & Albert and Loloi Rugs. Broad incumbents are West Elm, Anthropologie, Arhaus and Restoration Hardware (RH). Emerging players are Cristina Vanko Studio and Jungalow.
Does Beni Rugs have an API?
No public API is recorded for Beni Rugs.
What industry is Beni Rugs in?
Beni Rugs's product category is Handmade Home Textiles. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing, with a secondary code of CRAIALAC, Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats). Its NAICS code is 314110 and its SIC code is 2273.