AMARA RUGS

What AMARA RUGS does

Amara Rugs is a Torrance, California-based retailer of handmade area rugs founded in 1993, operating as a direct-to-consumer e-commerce business with a parallel trade program serving interior designers and commercial clients. The company sells four curated collections — Antiques, Traditional, Modern, and Simple Textures — and offers custom rug manufacturing sourced from five rug-weaving countries, alongside value-add services including Commercial Projects, Professional Cleaning, Repair & Restoration, and a To-The-Trade program. Visible catalog scale includes 685+ Traditional rugs (a mix of in-stock and made-to-order), 126 Vintage in-stock rugs, and 134 Vintage Kilims in-stock. The company is structured as Amara Rugs Corp., a privately held California entity with 1-10 employees and founder/owner Nilufar Momin at the helm.

The business model combines one-time product sales (in-stock inventory plus made-to-order custom rugs) with recurring service revenue (cleaning and restoration) and a channel-specific trade program that targets designers and commercial buyers. Marketing and customer acquisition rely on a direct e-commerce site, a Learning Center for designer education, and a social presence spanning Facebook, LinkedIn, Pinterest, and Houzz. There are no disclosed external funding rounds, no API or SDK offerings, and no AI/ML capabilities referenced in the source material — the value proposition rests on handmade craftsmanship, multi-decade brand history, curated sourcing, and trade relationships rather than technology-enabled scaling.

Operationally, Amara Rugs is a micro-cap, founder-led business. The absence of disclosed revenue, headcount growth, recent M&A, or capital-raise signals in the source data indicates a stable, owner-operated model with limited third-party visibility into financial performance or growth velocity. Strategic positioning is concentrated in the premium handmade segment rather than mass-market or technology-driven categories.

Name

AMARA RUGS

Legal name

Amara Rugs Corp.

Website

https://amararugs.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Amara Rugs is a Torrance, California-based handmade area rug retailer founded in 1993, serving homeowners, interior designers, and commercial clients via direct e-commerce and a dedicated To-The-Trade program across four curated collections and custom manufacturing.

Ownership category

akta.pro rank

Product category

Handmade Area Rugs

NAICS

Carpet and Rug Mills (31411)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

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

Keywords

• Handmade area rugs
• Custom rug manufacturing
• Interior design trade
• Oriental rug collections
• Rug cleaning restoration

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Retail Sales: E-commerce sales of handmade area rugs directly to consumers through their website amararugs.com

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Amara Rugs designs, manufactures, and supplies handmade area rugs across four collections (Antiques, Traditional, Modern, Simple Textures) for residential and commercial interiors. The company also offers custom rug manufacturing (produced in one of 5 rug-weaving countries), commercial project solutions, and after-sales services including professional cleaning and repair/restoration.

Product overview

Amara Rugs is a Premier Rug Resource offering handmade area rugs, established in 1993. The company operates a multi-product portfolio organized into four main collections: Antiques (Vintage Rugs, Vintage Kilims, Vintage Decos), Traditional (New Traditionals, Transitionals, Tapestries), Modern (Modern & Contemporary, Modern Moroccan), and Simple Textures (Minimal Designs, Woven Textures). Beyond product sales, Amara provides complementary services including Custom Rugs (with production in 5 rug weaving countries), Commercial Projects, Professional Rug Cleaning, Repair & Restoration, and To-The-Trade Solutions for design professionals. The company positions itself on craftsmanship, quality, and value for leading design innovators.

Differentiator

Problem solved

Functional benefit

Products and services

• Antiques Collection Collection of vintage and antique handmade rugs (including Vintage Rugs, Vintage Kilims, and Vintage Decos) for residential and commercial interiors seeking historical and artisanal floor coverings.
• Traditional Collection Collection of classic handmade rugs including New Traditionals, Transitionals, and Tapestries in wool and silk for traditional interior aesthetics.
• Modern Collection Collection of contemporary handmade rugs including Modern & Contemporary styles and Modern Moroccan designs for modern interior aesthetics.
• Simple Textures Collection Collection of minimalist handmade rugs featuring Minimal Designs and Woven Textures for clean, understated interior spaces.
• Custom Rugs Bespoke rug creation service where each project is categorized and manufactured in one of 5 rug-weaving countries with a quick customization process, for residential and commercial interiors requiring unique rugs.
• Commercial Projects Project-based handmade rug solutions for commercial spaces including offices, hotels, and hospitality venues.
• Professional Rug Cleaning Expert cleaning services for handmade rugs to maintain their quality and longevity.
• Repair & Restoration Restoration services to repair damaged or worn handmade rugs, preserving their value and appearance.
• To-The-Trade Solutions Trade program offering distinctive, durable, and earth-friendly handmade rugs with quick customization for interior designers and trade professionals working on residential and commercial projects.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Loloi Rugs: Loloi Rugs is a leading U.S. designer and wholesale rug brand offering a broad assortment of handmade and machine-made area rugs through both D2C and To-The-Trade channels — directly comparable to Amara's positioning.
• Dash & Albert: Dash & Albert (Annie Selke brand) offers woven and printed area rugs with strong D2C and designer/wholesale presence — comparable to Amara in product type and customer base, though with a different aesthetic (indoor/outdoor woven).
• Safavieh: Safavieh is a long-established rug and home furnishings manufacturer/retailer offering area rugs across traditional, modern, and transitional styles with strong To-The-Trade presence — a directly comparable independent U.S. rug resource.
• Jaipur Living: Jaipur Living designs and produces handmade rugs with a strong designer/trade program and direct e-commerce — overlapping with Amara in product (handmade area rugs), customers (designers and homeowners), and channels (D2C + trade).
• Surya: Surya designs, manufactures, and wholesales area rugs, home textiles, and accents with an established To-The-Trade program and broad assortment across traditional and modern styles — closely comparable to Amara's product breadth and trade-led motion.
• Rugs USA: Rugs USA is a large digital-native online rug retailer with deep assortment across styles and price points — a direct D2C comparable to Amara's e-commerce channel, though positioned at lower price points and broader mass-market appeal.
• Annie Selke: Annie Selke designs and sells premium area rugs and home textiles through D2C and trade channels with an emphasis on craftsmanship — directly comparable to Amara's handmade positioning and designer-focused assortment.

Broad incumbents

• Pottery Barn (rugs): Pottery Barn sells area rugs within a broader home-furnishings assortment, targeting similar design-conscious homeowners — a broad incumbent competing for the same D2C interior-design customer but with a wider product portfolio.
• Crate & Barrel (rugs): Crate & Barrel offers area rugs across modern and traditional styles within a larger home goods assortment — a broad incumbent overlapping with Amara on style and customer, though serving a much broader market.
• West Elm (rugs): West Elm is a national retailer offering a broad assortment of area rugs as part of a wider home-furnishings portfolio — a broad incumbent overlapping with Amara's modern/traditional customer base but operating at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AmaraRugs
• LinkedInlinkedin.com/company/amara-rugs
• Pinterestpinterest.com/amararugs

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 AMARA RUGS