What A RUM FELLOW does

A RUM FELLOW, trading as Right On Studio Ltd, is a UK private limited company founded in 2013 that designs, produces, and sells artisan handwoven rugs, fabrics, brocade panels, cushions, and woven artworks for interior designers, affluent residential consumers, and hospitality clients. Production is geographically distributed across three artisan verticals: hand-knotted rugs are crafted in Nepal, flatweave (dhurrie/kelim) rugs in India, and handwoven fabrics (Pepenado, Falseria, brocade) on pedal and backstrap looms in Guatemala's Northern Highlands — including the IRMA Brocade Cooperative of 20 female K'iche weavers, whose panels each contain 134,000 handcrafted stitches. The company holds B Corp, Goodweave, and Label Step Fair Trade certifications and operates under Creative Director Caroline Lindsell.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce (arumfellow.com), a single UK showroom at 214 Kensington Park Road, Notting Hill, London, a dedicated Trade Program for interior designers offering complimentary swatches, early access to collections, and bespoke consultations, and international distribution via premium reseller partnerships: F. Schumacher across 12+ US cities plus London (Chelsea Harbour), Paris (Rue Jacob), and Milan; Dahl Agenturer across Sweden (Stockholm, Göteborg, Malmö); and Trika Arabia in Dubai. Revenue is generated from one-time purchases across standard SKUs (e.g., handwoven fabric from £2.00/metre) and high-ticket bespoke commissions (hand-knotted Poxte rugs from £3,312 with 18-week lead times; fully bespoke Tailored Rugs and stair runners quoted per project). Pricing is unit-based with customisation requiring bespoke quotes; custom items are non-refundable.

The product portfolio is organised into named collections — Wild Abandon (Guatemalan pedal-loom), Lithic (2025 Homes & Gardens Best Rug Collection winner), Tekton (Arts & Crafts-inspired), Jute (natural fibre), Zephyr, Blossom Trail & Vine, and IRMA Brocade — and supports a steady release cadence of roughly two to four collections per year. Marketing is content-driven via journal/blog, newsletter, gallery, and presence at design events including Decorex, London Craft Week, and 11:11 Design Festival, with social media amplifying artisan and installation storytelling. The company has no disclosed institutional funding and remains founder-led.

Name

A RUM FELLOW

Legal name

Right On Studio Ltd

Website

https://arumfellow.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

A RUM FELLOW designs and sells artisan handwoven rugs, fabrics, brocade panels, cushions, and woven artworks produced in Nepal, India, and Guatemala. The B Corp-certified brand serves interior designers, affluent residential clients, and hospitality venues via e-commerce, a Notting Hill showroom, and a trade program.

Ownership category

akta.pro rank

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Product Sales: Direct sales of handwoven rugs, flatweave rugs, hand-knotted rugs, fabrics, cushions, and woven artworks through e-commerce and showroom.
2. Bespoke/Custom Orders: Custom-designed rugs made to order in custom sizes, colors, and patterns. Also stair runners and wall-to-wall carpets.
3. Trade Accounts: Trade program for interior designers offering bespoke consultations, swatches, early access, and exclusive events.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

A RUM FELLOW designs and sells artisan handwoven rugs (flatweave dhurrie/kelim and hand-knotted pile), handwoven fabrics by the metre, brocade panels, cushions and woven artworks, produced in Nepal, India and Guatemala through partner artisan workshops. The company also offers bespoke 'Tailored Rugs' and 'Tailored Stair Runners' with custom sizes, colours and patterns, alongside a dedicated Trade Program for interior designers that includes one-to-one consultations, complimentary swatches, early access to new collections and exclusive studio events.

Product overview

A RUM FELLOW is a B Corp certified handwoven textile company offering a comprehensive portfolio of artisanal rugs and fabrics. The core product lines include Flatweave Rugs and Hand Knotted Rugs (produced in India and Nepal respectively, certified by Label Step and Goodweave) alongside Handwoven Fabrics crafted in Guatemala using traditional pedal-loom techniques. Key sub-brand collections include Wild Abandon (featuring Stripe, Pattern, and Pepenado fabrics), Lithic Collection (Homes & Gardens 2025 Best Rug Design Winner), Tekton Collection (Arts & Crafts inspired), Jute Collection, and the IRMA Brocade Collection. The company offers bespoke customization services for tailored rugs and stair runners, with a dedicated Trade program providing designers early access and personal consultations. Distribution occurs through the UK showroom in Notting Hill, international showrooms (Sweden via Dahl Agenturer, USA via F. Schumacher, France, Italy, UAE via Trika Arabia), and e-commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Wild Abandon Collection: A handwoven fabric and rug collection featuring brocade and flatweave designs crafted in Guatemala using pedal-loom techniques.
• Pepenado
• Falseria
• IRMA Collection
• LITHIC Collection
• TEKTON Collection
• Handcrafted Rugs

Products and services

• Flatweave Rugs Handwoven dhurrie/kelim rugs created on horizontal looms by interlocking warp and weft, producing non-pile textiles with excellent strength and stability in sizes up to 6 metres; Label Step fair-trade certified.
• Hand Knotted Rugs Intricate pile rugs hand-knotted on vertical looms using wool and silk, made to order in Nepal to Goodweave ethical standards with refined pile and medium profile; fully customisable in colour, size and technique.
• Handwoven Fabric by the Metre 100% cotton and cotton-silk fabrics woven on traditional pedal/treadle looms in Guatemala, suitable for drapery and decorative upholstery, sold by the metre in 90–122cm widths.
• Cushions Made-to-order cushions made from A RUM FELLOW handwoven fabrics and brocade designs, produced in 3–5 days and shipped worldwide.
• Brocade Panels Large handwoven brocade fabric panels crafted on Maya backstrap looms, including the IRMA Collection (134,000 handcrafted stitches per panel) made in collaboration with the IRMA weaving cooperative.
• Woven Artworks Large-scale handwoven wall artworks produced as decorative pieces, using the brand's traditional weaving techniques and artisan workshops.
• Tailored Rugs (Bespoke Service) Bespoke rug service allowing customers to commission rugs in custom sizes, colours and patterns, adapting designs across flatweave, hand-knotted and other handcrafted techniques, priced by quote.
• Tailored Stair Runners (Bespoke Service) Custom stair runner service adapting existing A RUM FELLOW designs into bespoke handcrafted runners for residential and hospitality interiors, priced by quote.
• Trade Program Dedicated B2B trade account service for interior designers and design studios, providing personalised consultations, complimentary swatches, early access to new collections, and invitations to exclusive studio events.
• Wild Abandon Collection Comprehensive collection of handwoven fabrics, rugs and cushions woven on pedal looms in Guatemala, including Stripe (Furrow, Twine), Pattern (Wattle, Clover) and Pepenado fabrics in 100% cotton and cotton-silk blends.
• Lithic Rug Collection Rug collection of flatweave and hand-knotted designs including the Golitha and Trewalla rugs, made in Nepal and India; winner of the Homes & Gardens 2025 Best Rug Collection Award.
• Tekton Rug Collection Rug collection inspired by the Arts & Crafts movement, emphasising fine details of handcraft, including the Abacus, Tessera and other hand-knotted designs.
• Jute Rug Collection Rug collection crafted from natural jute fibres, including flatweave and hand-knotted options featuring Piloti, Echo and Roam designs.
• Falseria Fabric Collection Patterned fabric woven on treadle/pedal loom by Maya master weavers using a 29-shaft Falseria technique, available in 100% cotton at 110cm width for contemporary drapery and upholstery.
• Pepenado Fabric Collection Handwoven fabric collection featuring graphic icons meticulously threaded between warp threads onto the loom, creating floating dimensional patterns; woven on pedal looms in Guatemala (e.g., Fable Fjord).
• Poxte Hand Knotted Rug Hand-knotted pile and Soumak rug in wool and silk, using a 100-knot technique, made to order in Nepal from £3,312 with an 18-week lead time and available in multiple colourways (Azul, Mostaza, Castor).

Quantifiable outcome

• 134,000 handcrafted stitches per brocade panel
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core.

• Dahl AgenturercoreChannel Partner/ Reseller/ DistributorSwedish distributor handling A RUM FELLOW's rug collection through showrooms in Stockholm, Göteborg, and Malmö. Provides local sales, consultation, and delivery services for Swedish market.
• F. SchumachercoreChannel Partner/ Reseller/ DistributorUS-based premium fabric distributor with extensive showroom network across New York, Atlanta, Boston, Chicago, Dallas, Dana, Houston, Laguna Niguel, Los Angeles, Minneapolis, Troy, Washington DC, and San Francisco. Also operates London (Chelsea Harbour) and Paris locations. Distributes A RUM FELLOW fabric collections.
• Trika ArabiacoreChannel Partner/ Reseller/ DistributorDubai-based distributor for A RUM FELLOW rug collection in UAE market. Showroom located in Al Barsha 2nd, Dubai, open Mon-Fri 10am-6pm.
• IRMA Brocade CooperativecoreStrategic or Co-development PartnerGuatemala-based weaving cooperative founded with artisan weaver Irma from the K'iche ethnic group. Grown to 20 female artisans from Irma's immediate community. Produces the IRMA brocade collection featuring 134,000 handcrafted stitches per panel.
• Label StepcoreOthersFair trade certification body for handcrafted rugs. All flatweave rugs certified by Label Step ensuring ethical production standards.
• GoodweavecoreOthersInternational non-profit organization working to end child labour in the rug industry. A RUM FELLOW rugs carry the Goodweave label certifying ethical production.
• Boanerges (Guatemala Master Weaver)coreStrategic or Co-development PartnerMaster weaver in Guatemala who now runs the family-led pedal-loom workshop in the Northern Highlands. Partnership evolved from collaboration with original founder Hector. Regular visits to develop new fabrics and refine techniques while supporting workshop growth.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Roger Oates: British heritage brand specializing in flatweave rugs and stair runners with design-led collections. Comparable to A RUM FELLOW as a UK flatweave specialist serving interior designers; ARF has an active collaboration (ARF x Roger Oates).
• The Rug Company: London-based luxury handmade rug brand offering hand-knotted and custom rugs to interior designers and high-end consumers. Directly comparable to A RUM FELLOW in product category (premium handmade rugs), customer base (design trade), and bespoke customization model.
• Knots Rugs: UK-based handmade rug brand focused on ethical, fair-trade production with artisan partnerships. Comparable to A RUM FELLOW in handmade rug category, ethical sourcing emphasis, and direct artisan relationships across multiple geographies.
• Designer Rugs: Australia-based designer rug brand offering handmade and custom rugs through designer trade programs. Comparable to A RUM FELLOW as a designer-focused handmade rug brand with custom capabilities and trade account program.
• Nordic Knots: Swedish brand offering hand-loomed rugs and textiles with a Scandinavian design sensibility. Comparable to A RUM FELLOW as a design-led, ethically-produced rug and textile brand serving interior designers and design-conscious consumers in premium markets.
• Warp & Weft: London-based hand-knotted rug brand offering custom rugs with transparent artisan supply chain. Comparable to A RUM FELLOW in premium hand-knotted rugs, custom design offering, and interior designer trade focus.
• Abigail Edwards: UK-based rug and textile brand offering artisan-made rugs, textiles, and home accessories to design trade. Comparable to A RUM FELLOW as a British design-led brand in the handmade rug and textile category.

Broad incumbents

• F. Schumacher & Co. Established US-based fabric and wallpaper distributor with extensive showroom network. Comparable as both a distribution partner and adjacent peer in the premium interior textiles category where ARF's fabrics are sold.
• Pollack (pollack associates): US-based luxury textile brand offering high-end fabrics to interior designers. Comparable to A RUM FELLOW in premium decorative textile category; ARF has an active collaboration (ARF x Pollack).

Emerging players

• Floor Story: UK-based direct-to-consumer rug brand offering designer and vintage-inspired rugs. Comparable to A RUM FELLOW in artisan rug category and UK designer trade market, though positioned more towards accessible price points than ARF's premium tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights1 record

Customer concentration

• LinkedInlinkedin.com/company/a-rum-fellow-llp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 A RUM FELLOW