NIKI JONES LTD

What NIKI JONES LTD does

Niki Jones Ltd is a founder-owned, Glasgow-based private limited company that designs and sells handcrafted homewares under the eponymous "Niki Jones" brand. Founded in 2009 by designer Niki Jones, the company operates a Scottish design studio and produces through artisan suppliers in India and Nepal, with Nepal-made rugs certified by GoodWeave for ethical, child-labor-free production. The product portfolio centers on hand-knotted and hand-tufted rugs (including a custom rug design service with 90-120 day lead times), complemented by cushions, throws, bedspreads, candles, ceramics, kitchenware, bathroom and skincare items, decorative accessories, brass and iron hardware, garden goods, paper goods, and a small furniture selection via partner Another Country.

The company generates revenue through multiple streams: direct-to-consumer sales via a Shopify e-commerce storefront (niki-jones.co.uk) with multi-currency checkout, a single physical retail and showroom location at 496 Great Western Road in Glasgow, trade and wholesale accounts for architects, interior designers, and retailers (including bespoke rug services and exclusive designs), and a professional interior consultancy service billed from £150 per hour covering colour, space planning, and full scheme design. Pricing ranges from roughly £2 for greeting cards to over £3,000 for large rugs, with free UK delivery on orders over £250 and digital gift vouchers in £10–£100 denominations.

The go-to-market is primarily direct-to-consumer, augmented by a curated B2B trade channel and a content-led marketing approach using Stories and Inspiration blogs, Instagram, email newsletter, in-store events, and trade show participation (e.g., Decorex International). The business is small (11–50 employees), independently financed with no external funding or parent company, and relies on a network of named maker partnerships (e.g., La Soufflerie, Pottery West, Apotheke Fragrance, Pip Hartle, Bergs Potter, Hampson Woods, Edinburgh Feather Company, Freight HHG) to extend its assortment beyond own-label production.

Name

NIKI JONES LTD

Legal name

Niki Jones Ltd

Website

https://niki-jones.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Handcrafted Homewares

NAICS

Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Handcrafted homewares
• Artisan rug design
• Interior design consultancy
• Premium textile homewares
• Ethical artisan production

Headquarters

HQ city

Glasgow

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, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of hand-crafted homewares including rugs, cushions, throws, kitchenware, candles, decorative accessories, furniture, and garden items through their Shopify e-commerce platform.
2. Physical Retail Store: Brick-and-mortar retail sales at their Glasgow store location with stated opening hours.
3. Interior Consultancy Services: Professional interior design consultation services billed at hourly rates starting from £150 per hour for colour consultancy.
4. Trade and Wholesale: Wholesale accounts for architects, interior designers, and retailers, with bespoke rug services and exclusive product designs for retailers and private clients.
5. Gift Cards: Digital gift vouchers available in £10, £25, £50, and £100 denominations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Niki Jones Ltd designs, sources, and sells handcrafted homewares through its own e-commerce storefront and Glasgow retail showroom. Core offerings include hand-knotted and hand-tufted rugs (including custom sizes/colours), soft furnishings (throws, bedspreads, cushions, cushion pads), candles and candleholders, ceramics, kitchenware, bathroom and skincare items, decorative accessories, brass and iron hardware, furniture, and garden items. The company also provides professional interior consultancy services and operates dedicated trade/wholesale accounts for interior designers, architects, and retailers.

Product overview

NIKI JONES LTD is a Scottish-based handcrafted homewares company offering a diverse portfolio of textile and home decor products. The core offering centers on hand-knotted and hand-tufted rugs (available in standard sizes or custom configurations), soft furnishings including throws, bedspreads, and cushions, and an extensive range of handcrafted home accessories. The product line spans candles and home fragrance, kitchenware, bathroom and skincare products, decorative accessories, furniture, garden items, and paper goods. The company also offers interior consultancy services and a custom rug design service. Products are sourced from artisan suppliers in India and Nepal while some items like knitted accessories are manufactured in the UK in collaboration with partners like Freight HHG.

Differentiator

Problem solved

Functional benefit

Products and services

• Throws & Bedspreads Hand-crafted throws and bedspreads, including hand-quilted velvet and soft kantha-stitched cotton voiles, designed by Niki Jones for residential interior styling and gifting.
• Cushions
• Cushion Pads
• Rugs
• Custom Rugs Bespoke custom size and colour rug service allowing customers to tailor dimensions of their chosen rug design to specific project requirements, with 90–120 day lead times.
• Cards & Wrap
• Knitted Accessories
• Gift Vouchers
• Kitchenware
• Candles & Candleholders
• Bathroom & Skincare
• Hardware
• Furniture
• Garden
• Interior Consultancy

Quantifiable outcome

• GoodWeave certification ensures ethical production with no child or forced labour in rug making communities

Named customers3 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

Five partnerships are on record, tiered core.

• GoodWeavecoreStrategic or Co-development PartnerGoodWeave is an international non-profit organisation working to end child labour in the hand-knotted carpet industry. Niki Jones hand-crafted rugs are GoodWeave certified, ensuring no child or forced or bonded labour is used in production, making a positive impact within rug making communities.
• Freight HHGcoreStrategic or Co-development PartnerFreight HHG is a manufacturer producing knitted accessories (cashmere and lambswool scarves, socks, beanies, wrist warmers) for Niki Jones. Products are manufactured in the UK. The partnership combines Niki Jones design with Freight HHG manufacturing expertise.
• Pottery WestcoreTechnology or IntegrationBased in Sheffield, Pottery West creates beautiful pottery pieces. Niki Jones offers a selection of their ceramics in their collection, supporting independent British pottery makers.
• Artisan Suppliers IndiacoreTechnology or IntegrationArtisan suppliers in India producing hand-crafted homewares for Niki Jones, supporting small independent makers and craftspeople.
• Artisan Suppliers NepalcoreTechnology or IntegrationArtisan suppliers in Nepal producing hand-knotted and hand-tufted rugs with hand-carving finishing. GoodWeave certified ethical production.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Loaf: UK-based homewares and furniture brand known for laid-back, craft-led products including rugs, throws, cushions, and furniture. Comparable on UK premium positioning, artisan sourcing narrative, and overlap on soft furnishings and rugs.
• Cox & Cox: UK online homewares retailer offering furniture, lighting, rugs, cushions, and decorative accessories. Comparable on multi-category homewares assortment and D2C e-commerce model, with overlap on cushions, rugs, and decorative accessories.
• OKA: UK premium homewares retailer offering furniture, lighting, rugs, cushions, and decorative accessories with a globally sourced, design-led assortment. Comparable on multi-category homewares mix and overlapping product range.
• Toast (Toast Living): Independent UK homewares and womenswear brand selling handcrafted textiles, ceramics, lighting, and home accessories with a similar artisan-and-craft-led positioning. Directly comparable on curated, design-led assortment sourced from independent makers.
• Soho Home: Members-club-inspired homewares brand selling furniture, textiles, rugs, and decorative accessories with a strong interior-design following. Comparable on trade/interior-designer appeal, premium positioning, and overlapping product categories including rugs and soft furnishings.
• House of Hackney: British design-led homewares brand specialising in printed textiles, rugs, cushions, and decorative accessories with a heritage craft positioning. Directly comparable on artisanal textiles, bold design language, and the British-made-or-sourced narrative.

Regional players

• SCP (Sheridan Coated Products / scp.co.uk): UK design-led retailer and distributor of premium furniture, lighting, and home accessories often used by interior designers and architects. Comparable on trade customer base and curated premium assortment with overlap on rugs and decorative accessories.

Broad incumbents

• West Elm (UK): US-headquartered home furnishings retailer offering rugs, cushions, throws, and furniture with an artisan and Fair Trade Certified assortment. Comparable on ethical-sourcing positioning and broad home furnishings assortment.
• Anthropologie (UK): Global lifestyle retailer offering curated homewares, furniture, rugs, and decorative accessories across multiple categories. Comparable on premium bohemian/curated aesthetic and broad assortment of cushions, rugs, ceramics, and decorative accessories.
• The White Company: UK premium homewares and lifestyle retailer offering bedding, rugs, cushions, and home fragrance across D2C e-commerce, stores, and wholesale. Most comparable on premium positioning, multi-channel model, and overlapping product categories including rugs, throws, and candles.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/niki_jones_london
• LinkedInlinkedin.com/company/niki-jones-ltd

Compliance1 record

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 NIKI JONES LTD