GONE RURAL UK LTD
Gone Rural UK Ltd is a UK social enterprise established in 2007 that markets and distributes handwoven grass homeware made by 780+ women artisans in Eswatini, selling through premium retailers, DTC e-commerce, and Faire wholesale.
- Company typePrivate
- Founded2007
- HeadquartersBristol, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What GONE RURAL UK LTD does
Gone Rural UK Ltd is a UK-registered social enterprise established in 2007 by Natasha Tillie that markets and distributes handcrafted homeware produced by 780+ women artisans across 52 rural communities in Eswatini. The company is the international sales and distribution arm linked to the parent Gone Rural eSwatini entity, which traces its craft enterprise roots to the early 1990s (and the broader Eswatini weaving tradition to the 1970s). The UK entity operates with a small team (1–10 employees) and is registered in London/Bristol.
The product range comprises woven baskets, bowls, and home accessories made from natural grasses including Lutindzi, using traditional Lavumisa weaving techniques. Retail prices span approximately $4 to $442, with the bulk of the assortment concentrated in the $14–$100 band. The catalogue includes the signature baskets as well as curated collections such as the Song of the Weaver and the artisan-led THAKI collaboration.
The business makes money through three primary channels: (i) direct-to-consumer e-commerce via its own website; (ii) wholesale and shelf placement through premium retailers including John Lewis (since 2011), Fortnum & Mason, and Svenskt Tenn; and (iii) B2B wholesale via the Faire platform. The model is positioned as a social enterprise, with the Rural Artisan Board (established 2009) overseeing producer-side governance in Eswatini. No funding rounds, revenue figures, or headcount growth data are disclosed in the available inputs.
GONE RURAL UK LTD firmographics
Firmographics- Name
- GONE RURAL UK LTD
- Legal name
- Gone Rural UK Ltd
- Website
- https://gonerural.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gone Rural UK Ltd is a UK social enterprise established in 2007 that markets and distributes handwoven grass homeware made by 780+ women artisans in Eswatini, selling through premium retailers, DTC e-commerce, and Faire wholesale.
- Ownership category
- akta.pro rank
GONE RURAL UK LTD industry classification
Industry- Product category
- Handwoven Homeware
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (45913)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Weaving & Loom Supplies Retail (CRALADAL)
Keywords
Where GONE RURAL UK LTD is headquartered
LocationHeadquarters
- HQ city
- Bristol
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
GONE RURAL UK LTD business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through gonorural.co.uk. Products include placemats, trivets, baskets, trays, and decorative homewares priced from $4 to $442.
- Wholesale Distribution: Wholesale sales through Faire platform and direct relationships with stockists and interior designers. B2B pricing for retailers stocking handcrafted homeware products.
- Retail Stockist Sales: Sales through retail partners including John Lewis, Fortnum and Mason, and specialty homeware stores. Products sold through third-party retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Placemats from $14, trivets from $23, baskets from $31, trays from $56, decorative items up to $442 |
| Transaction based/ take rate | Pay-as-you-go | Wholesale pricing available via Faire platform |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
GONE RURAL UK LTD product offering
Product offeringCore offering
Gone Rural UK sells and distributes handcrafted grass homewares and tableware made by 780+ women artisans across 13 weaving groups in 52 communities in Eswatini. Products are handwoven using the traditional Lavumisa stitching technique from sustainably harvested indigenous lutindzi grass, sisal, and lukhasi, and include placemats, potstands and trivets, coasters, bread baskets, serving trays, decorative baskets, and interior pieces, sold through its own e-commerce store, wholesale partners, and retail stockists.
Product overview
Gone Rural UK is a social enterprise selling handwoven grass homeware, tabletop, and basket products crafted by over 780 female artisans in eSwatini. The product portfolio centers on artisanal handwoven goods made from indigenous lutindzi grass, sisal, and lukhasi using traditional techniques like the Lavumisa weaving method. Core offerings include placemats (solid colour, striped, scalloped designs), serving trays, bread baskets, trivets and potstands, coasters, and decorative baskets (Lavumisa baskets, Lilanga baskets). Products are organized into themed seasonal collections: Crimson Solstice (festive reds and indigos), Emerald Nightfall (emerald and midnight tones), Arctic Veil (solid neutrals), and the artisan-led Takhi Elements Collaboration (Earth, Water, Fire, Air). The Song of the Weaver collection features limited edition collector's pieces inspired by the artisan weavers' life stories. The company also curates gift selections for specific recipient categories (Gifts for Her, Gifts for Him, Small Gifts).
Differentiator
Problem solved
Functional benefit
Products and services
- Grass Placemats Handwoven placemats in round, oval, and scalloped designs made from lutindzi grass, available in solid colours and striped patterns; for individual consumers seeking artisan tableware.
- Potstands and Trivets Handwoven grass pot stands and trivets crafted using the traditional Lavumisa weaving technique, stitched together using lutindzi grass around coils of lukhasi grass; for tableware and kitchen use.
- Coasters Handwoven round coasters with coloured trims, individually sold or as gift sets, crafted from lutindzi grass.
- Bread Baskets Round handwoven bread baskets made from lutindzi grass, available in various colours with coloured trims for serving bread, rolls, or snacks.
- Serving Trays Handwoven trays made from lutindzi grass, suitable for serving drinks or snacks, organizing small items, or adding texture to home décor.
- Lavumisa Baskets Handwoven baskets in various shapes and sizes crafted from lutindzi grass using the Lavumisa technique, suitable for storage, tabletop display, or decorative use.
- Rugs and Interior Pieces Larger statement interior design pieces including baskets, bowls, lampshades, urns, and wall pieces crafted from handwoven grass.
- Crimson Solstice Tableware Collection Festive tabletop collection featuring bottle holders, placemats, trivets, and Lilanga baskets in crimson, blush pink, and deep indigo tones.
- Emerald Nightfall Tableware Collection Tabletop collection featuring bottle holders, placemats, trivets, and Lilanga baskets in emerald and midnight blue tones.
- Arctic Veil Tableware Collection Tabletop collection including placemats, bread baskets, serving mats, coasters, and baguette baskets in solid colours with coloured trims.
- Takhi The Elements Collaboration Artisan-led design collection inspired by the four elements (Earth, Water, Fire, Air), featuring trivets and aluminium bowls with contemporary designs.
- Song of the Weaver Collection Limited edition collector's items inspired by three generations of weavers, featuring lace baskets, arc bowls, and wall pieces that tell the stories of the women who created them.
- Bespoke Interior Design Commissions Direct sales of bespoke, handcrafted pieces to interior designers for residential and commercial interior design projects, engaged via direct contact.
- Wholesale Distribution via Faire B2B wholesale offering through the Faire wholesale marketplace for retailers and stockists, with separate wholesale pricing tiers and current stock, prices, and new arrivals visibility.
Quantifiable outcome
- 780 women provided fair and sustainable income through home-based weaving work
- +2 more outcomes
Companies that use GONE RURAL UK LTD
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
GONE RURAL UK LTD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
GONE RURAL UK LTD partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- John LewiscoreMajor UK department store and leading homeware supplier. Gone Rural launched in John Lewis in 2011, providing access to mainstream UK retail consumers.
- Fortnum and MasoncoreLuxury London department store known for premium homeware. Stockist of Gone Rural artisan homewares.
- FairecoreWholesale marketplace platform where Gone Rural UK offers their products to retailers. Provides B2B ordering infrastructure for wholesale customers.
- boMake Rural ProjectscoreSister organisation that carries out community development projects led by the weavers. Gone Rural provides funding for community development projects that complement artisan empowerment.
- Svenskt TennminorSwedish design house and homeware retailer. Stockist of Gone Rural products.
- Snape MaltingsminorUK arts and crafts village retailer. Stockist of Gone Rural artisan homewares.
- The Basket RoomminorUK specialty basket retailer. Stockist of Gone Rural basket products.
- Summerill and BishopminorLondon-based boutique homeware store. Stockist of Gone Rural placemats and coasters.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
GONE RURAL UK LTD competitors and assessment
Company assessmentDirect peers
- Nkuku: Nkuku is a UK-based ethical homeware brand selling handcrafted, fairly-traded home décor and accessories, directly comparable as a UK-headquartered peer in the same artisan homeware category.
- Novica: Novica is an online retailer of handcrafted artisan homeware and gifts from international artisans, directly comparable in its artisan-sourcing, e-commerce-led, and storytelling-driven approach to Gone Rural.
- Oliver Bonas: Oliver Bonas is a UK lifestyle and homeware retailer that sells handcrafted-inspired home accessories and gifts, comparable as a UK multi-channel homeware peer reaching similar design-conscious consumers.
- The Citizenry: The Citizenry is a direct-to-consumer ethical homeware brand that sources handcrafted goods from global artisan communities, closely mirroring Gone Rural's fair-trade, story-driven model for premium home décor.
- Swahili Modern: Swahili Modern is an online retailer of handcrafted African homeware and décor sourced from artisan cooperatives, directly comparable as an African artisan homeware e-commerce peer.
- Mifuko: Mifuko is a Finnish fair-trade design company that produces handwoven baskets and homeware in collaboration with African artisan groups, paralleling Gone Rural's artisan-producer model and basket product focus.
- Toast: Toast is a UK homeware and lifestyle brand selling handcrafted, ethically-sourced home goods through DTC and select stockists, comparable as a UK-based design-led homeware peer.
- Ten Thousand Villages: Ten Thousand Villages is a long-established fair-trade retail organization selling handcrafted homeware from artisans in developing countries, sharing Gone Rural's fair-trade, artisan-empowerment model.
Broad incumbents
- Anthropologie: Anthropologie is a large US-headquartered lifestyle retailer offering globally-inspired homeware and décor, comparable as a broad incumbent in the premium homeware retail category where Gone Rural is stocked.
- West Elm: West Elm is a major US home furnishings retailer with a fair-trade and artisan-sourced product line, comparable as a broad incumbent addressing ethically-minded homeware consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GONE RURAL UK LTD social profiles
Digital presenceGONE RURAL UK LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
GONE RURAL UK LTD leadership team
Management profileNumber of profiles
Profiles2 records
GONE RURAL UK LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GONE RURAL UK LTD 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 GONE RURAL UK LTD
What does GONE RURAL UK LTD do?
Gone Rural UK sells and distributes handcrafted grass homewares and tableware made by 780+ women artisans across 13 weaving groups in 52 communities in Eswatini. Products are handwoven using the traditional Lavumisa stitching technique from sustainably harvested indigenous lutindzi grass, sisal, and lukhasi, and include placemats, potstands and trivets, coasters, bread baskets, serving trays, decorative baskets, and interior pieces, sold through its own e-commerce store, wholesale partners, and retail stockists.
Is GONE RURAL UK LTD a public or private company?
GONE RURAL UK LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GONE RURAL UK LTD founded?
GONE RURAL UK LTD was founded in 2007. It employs 1 to 10 people.
Where is GONE RURAL UK LTD based?
GONE RURAL UK LTD is headquartered in Bristol, United Kingdom, in the Europe region.
How does GONE RURAL UK LTD make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and retail Stockist Sales.
Who are GONE RURAL UK LTD's main competitors?
Direct peers on record are Nkuku, Novica, Oliver Bonas, The Citizenry, Swahili Modern, Mifuko, Toast and Ten Thousand Villages. Broad incumbents are Anthropologie and West Elm.
Does GONE RURAL UK LTD have an API?
No public API is recorded for GONE RURAL UK LTD.
What industry is GONE RURAL UK LTD in?
GONE RURAL UK LTD's product category is Handwoven Homeware. Its primary akta.pro industry code is CRALADAL, Weaving & Loom Supplies Retail. Its NAICS code is 45913 and its SIC code is 5130.