What The Souks does

The Souks is a privately held, Amsterdam-based e-commerce and design studio founded in 2014 by Sandra, operating from a small team (1–10 employees) with main warehousing in Roelofarendsveen, Netherlands. The company curates and sells authentic handmade Moroccan home goods — primarily Berber rugs (Beni Ouarain, Beni Mguild, Azilal, Boujaad, Kilim, Checkered, and signature fluffy styles), plus pillows, plaids, blankets, hammam towels, raffia lampshades, Tamegroute ceramics, poufs, babouches, and straw bags — sourced from a network of Moroccan artisans and small entrepreneurs with whom the founder maintains direct relationships through frequent multi-month trips to Morocco each year. Beyond Morocco-sourced vintage one-of-a-kind pieces, The Souks also offers own-designed collections under The Souks Atelier sub-brand (including seasonal collections such as Slow Down, The Poppy, From Dusk 'Till Dawn SS22, A Highland Haven, and a Kids line) and the MoiTu yoga and meditation line with organic buckwheat-filled bolsters; a limited edition handwoven textile collaboration with Dutch artist Paul Beumer is produced in Pondicherry, South India by artisan Shaktivel Seenuvasan.

The business model is fundamentally direct-to-consumer e-commerce at thesouks.com (English/Dutch, multi-currency: EUR, GBP, USD, DKK, ISK, NOK, SEK), augmented by a layered set of secondary channels. Pricing follows a unit-pricing model with product tiers ranging from approximately EUR 19 for small accessories to EUR 1,290+ for fluffy rugs and higher for custom-made pieces; free EU shipping applies on orders above EUR 250. Additional revenue streams include a bespoke custom-made rug design service with in-house designer consultation, a paid in-home rug viewing service (EUR 100, deductible against rug purchases over EUR 500) within a 50km radius of the warehouse, a wholesale program supplying boutiques with both vintage and own-designed items, B2B supply to hotels and B&Bs (including hotel boutique resale), and product lending/resale to interior stylists and architects. Marketing relies on the website's Stories/blog, Instagram, an email newsletter (gated by a gift voucher incentive), periodic pop-up shops, and earned media through regular features in Dutch and European interior design magazines (Libelle, VT Wonen, Margriet, Residence, Vogue Living, Happinez, VIVA, Ariadne at Home, Nouveau) spanning 2016–2024. The company has no external funding, no parent entity, and no disclosed revenue, operating as a founder-owned, bootstrapped lifestyle brand.

Name

The Souks

Legal name

The Souks

Website

https://thesouks.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Souks is an Amsterdam-based e-commerce and design studio founded in 2014 that curates and sells authentic handmade Moroccan rugs, textiles, pillows, and home accessories sourced from artisan partners, serving individual consumers, hotels, interior stylists, and wholesale boutiques across the EU.

Ownership category

akta.pro rank

Product category

Moroccan Home Textiles & Decor

NAICS

Floor Covering Retailers (449121), Carpet and Rug Mills (314110), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Carpets & Rugs (2273), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

akta.pro secondary industries

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Area Rug Manufacturing (IMAOAJAC), Carpet & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Handmade moroccan rugs
• Berber home textiles
• Moroccan home decor
• Custom made rugs
• Bohemian interior accessories

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their website selling Moroccan rugs, pillows, plaids, accessories, and fashion items. Products include vintage one-of-a-kind items as well as The Souks Atelier designed collections.
2. Custom Made Rugs: Bespoke rug creation service where customers can order rugs in custom sizes, colors, and designs. Features in-house designer consultation.
3. Wholesale: Selling The Souks products to other retail shops and boutiques. Products include both vintage items and own-designed pieces like straw bags, pillows, blankets, and rugs.
4. Stylist and Interior Design Services: Product lending for photoshoots, magazines, campaigns, and interior design projects. Also reselling products to stylists and architects for their projects.
5. Hotel/B&B Supply: Supplying hotels and B&Bs with handmade Moroccan products for decoration, with options for hotel boutiques to sell products.
6. Home Visit Service: In-person rug viewing service with €100 visit fee, deducted from purchases over €500.
7. Gift Cards: Digital gift cards available in denominations of €10, €25, €50, €75, and €100.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

The Souks is an online shop and design studio that curates and sells authentic handmade Moroccan rugs, pillows, plaids, blankets, bags, ceramics, footwear, and home accessories sourced directly from Moroccan artisans, alongside its own The Souks Atelier collections and limited-edition artist collaborations. The business also offers custom-made rug design, a paid home rug-viewing service, a wholesale program for retail shops, and product supply for hotels, B&Bs, stylists, and interior design projects.

Product overview

The Souks is an e-commerce retailer specializing in authentic handmade Moroccan products and artisanal goods. The product portfolio centers on Moroccan Berber rugs (including Beni Ouarain, Beni Mguild, Azilal, Boujaad, Kilim, and Checkered styles) and extends to pillows and cushions (Berber, Kelim, Cactus Silk, Striped, Wool, and Yoga/meditation pillows), plaids and blankets (Hammam towels, Pompom blankets, Woolen blankets). The accessories category includes handwoven straw bags, striped woolen bags, raffia lampshades, Tamegroute ceramics, poufs, and Moroccan footwear (babouches and raffia sandals). The Souks Atelier sub-brand encompasses curated collections including MoiTu yoga collection and seasonal themed collections. The company also offers services including custom-made rug creation, home visit rug viewing, wholesale programs for retailers, stylist/architect product lending, and hotel/B&B supply. Products blend traditional Moroccan craftsmanship with contemporary design, featuring both vintage one-of-a-kind items and reproducible handmade designs.

Differentiator

Problem solved

Functional benefit

Brands

• The Souks Atelier: The brand's own designed collection of products including plaids, pillows, and accessories manufactured for the company.
• MoiTu

Products and services

• Berber Rugs (Beni Ouarain, Beni Mguild, Azilal, Boujaad, Kilim, Checkered) Handwoven Moroccan rugs from the Beni Ouarain, Beni Mguild, Azilal, Boujaad, and Kilim regions, each with distinct regional patterns and color palettes (e.g., black/white stripes, vibrant geometric, flat-weave, checkered). Sold to individual consumers shopping the webshop, with prices ranging from €240 for smaller Beni Ouarain rugs to over €1,240 for larger pieces.
• Fluffy Rug (Custom-Made) The Souks' signature fluffy rug, produced to order in any size, starting at €1,290. Offered exclusively through the custom-made rug service.
• Pillows and Cushions (Berber, Kelim, Cactus Silk, Striped, Wool, Cotton) Handmade and vintage Moroccan pillows ranging from €29 to €79, including vintage Berber pillows, Kelim Beni Ouarain pillows (wool front/cotton back), Cactus Silk (Sabra) pillows dyed with natural indigo/henna/saffron, vintage striped cotton cushions, and 100% wool pillows including 80x80cm floor pillows.
• MoiTu Yoga and Meditation Collection Yoga and meditation collection including meditation pillows and bolsters filled with organic buckwheat for moisture regulation and spine support, plus yoga bags and laptop sleeves. Designed for yoga and wellness practitioners.
• Plaids and Blankets (Hammam Towels, Pompom Blankets, Vintage Woolen Blankets) Moroccan textiles for the home, including traditional hammam towels (machine washable on delicate program), woolen pompom blankets in multiple sizes and colors, and pure wool vintage blankets in sizes up to 200x300cm. Prices range from €80 (sale) to €125.
• Handwoven Straw Bags and Baskets Eco-friendly Moroccan market baskets and shopping bags woven from straw, some with leather handles, marketed as timeless storage baskets. Priced from €19.
• Striped Woolen Shoppers Striped wool and cotton XL shopper bags with lining and pocket, priced €45–€95.
• Raffia Lampshades Handwoven Moroccan raffia lampshades in regular and petite sizes, made by Moroccan artisans, priced €45–€70.
• Tamegroute Ceramics Handmade Moroccan pottery from Tamegroute, recommended to wash by hand and not frost-proof for outdoor winter use. Sold through the accessories section of the webshop.
• Woolen Poufs Moroccan woolen poufs available in various colors including black and striped designs, priced €90–€129.
• Babouches and Raffia Sandals Traditional Moroccan leather slippers and mules (babouches), some with hard soles for outdoor use, plus handwoven raffia sandals with soft leather insoles made from palm leaves. Each pair takes several days to make.
• India Kantha Items Handcrafted items from India using traditional Kantha embroidery techniques, offered alongside the Moroccan core range.
• Gift Cards Digital gift cards delivered by email, available in €10, €25, €50, €75, and €100 denominations.
• Custom-Made Rug Design Service Bespoke rug service where The Souks' in-house designer creates rugs in any size, color, and design across styles including Beni Ouarain, Fluffy, Checkered, and Kelim. Aimed at customers needing specific dimensions or unique colorways.
• Home Visit Rug-Viewing Service Founder-led in-home service where Sandra brings up to 3 curated rugs to a customer's home. €100 fee is fully deducted from the purchase of a rug priced at €500 or more. Available within 50km of the Roelofarendsveen warehouse.
• Wholesale Program Wholesale partnership program offering The Souks products (straw bags, baskets, striped pillows, pompom pillows, woolen blankets, pompom blankets, and various rug styles) to other retail shops and boutiques for resale.
• Stylist and Architect Product Service Service for interior stylists and architects offering product lending for photoshoots, magazine campaigns, and interior design projects, plus reseller discounts on purchases for their projects.
• Hotel and B&B Supply B2B supply of handmade Moroccan rugs, pillows, tableware, and blankets to hotels and B&Bs for guest room, lobby, and restaurant decoration, with optional hotel boutique resale arrangements.

Quantifiable outcome

• Featured in major Dutch magazines including Libelle, VT wonen, Margriet, Residence, and Vogue living from 2016-2024

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Paul BeumercoreStrategic or Co-development PartnerLimited edition collaboration with internationally exhibited artist Paul Beumer, trained at Rijksakademie van beeldende kunsten in Amsterdam. Paul translates his masterful sense of color, composition, and material into handwoven textiles. The collection features handwoven cloths created in Pondicherry, South India, infused with colour, rhythm, and narrative.
• Shaktivel SeenuvasancoreOthersMaster artisan weaver in Pondicherry, South India who learned the craft from Argentine weaver Dara Lorenzen in the spiritual enclave of Auroville. Creates handwoven textiles on wooden loom, choosing intention and precision over machine production.
• Moroccan Artisans and CraftsmencoreOthersNetwork of skilled Moroccan craftsmen and small entrepreneurs who create authentic handmade products including Berber rugs, vintage textiles, Tamegroute ceramics, and traditional handicrafts. Founder Sandra maintains strong relationships through frequent visits to Morocco.
• Casa SimplicityminorGTM or Marketing PartnerHotel and B&B featured on The Souks website as example of hospitality decoration. Pictures by Casa Simplicity featured with Instagram link.
• Dara LorenzenminorOthersArgentine weaver who taught artisan Shaktivel Seenuvasan the craft in Auroville, South India.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Caravane: French home goods retailer offering textiles, rugs, ceramics, and lighting with a strong North African and Mediterranean aesthetic influence. Comparable to The Souks for the curated, cross-cultural home decor assortment and the European design-press customer base.
• The Rug Company: London-based luxury handmade rug retailer offering bespoke and designer rugs from artisan weavers globally. Directly comparable to The Souks for handmade, design-led rugs at premium price points, with overlapping customer base of design-conscious consumers and interior designers.
• Nanimarquina: Spanish designer rug brand producing handmade rugs in collaboration with artisan weavers across India, Pakistan, Nepal, and Morocco. Directly comparable to The Souks on the handwoven, designer-collaboration model, with a comparable DTC and wholesale distribution approach in European and international design markets.
• Larusi: London-based retailer of handmade Moroccan home accessories including lighting, rugs, cushions, and ceramics sourced from Moroccan artisans. Directly comparable to The Souks for the curated, artisan-sourced Moroccan home goods assortment and the design-led customer base.
• Beni Rugs: UK-based online retailer specializing in authentic Moroccan Berber rugs, including Beni Ouarain styles. Most direct head-to-head competitor to The Souks in the European DTC Moroccan rug niche, with overlapping SKU assortment and target customer of design-aware consumers.

Broad incumbents

• Maisons du Monde: Major French home furnishings retailer with extensive European store footprint and online presence, carrying rugs, textiles, and decor with bohemian and ethnic-inspired lines. Comparable to The Souks in product category and target customer, but operates at vastly greater scale with industrial sourcing.
• West Elm: US-headquartered home furnishings retailer with significant rugs, textiles, and artisan-credentialed home goods assortment, including fair-trade and handcrafted collections. Comparable to The Souks in the artisan/home textile category, with greater scale, marketing budget, and North American distribution.
• Anthropologie: Large US-headquartered specialty retailer selling bohemian, globally-inspired home decor, rugs, and textiles through stores and e-commerce. Comparable to The Souks for the boho/eclectic aesthetic and overlapping customer demographic, though at scale and price points that span both entry and mid-market.
• Zara Home: Global home textiles and decor retailer (Inditex group) with broad European and international reach, including rugs, cushions, plaids, and decorative accessories. Comparable to The Souks for product category overlap and target customer, but operates at massive scale with rapid product cycles and lower price points.

Emerging players

• Soukie London: London-based DTC brand offering handcrafted Moroccan-inspired home textiles and accessories. Comparable to The Souks as a smaller, founder-led brand in the European Moroccan home decor niche, with a similar aesthetic and target demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/casa_simplicity
• LinkedInlinkedin.com/company/the-souks

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 The Souks