Design Centre Stories

Meet the Showroom: The Rug Company

James Seuss, CEO of The Rug Company

James Seuss, CEO of The Rug Company, talks about why the brand made the move to the Design Centre, new collections, and why natural and neutral is giving bold and bright a run for its money.

What brought The Rug Company to Design, Centre, Chelsea Harbour?

The Design Centre is a hub for the global design industry. It’s an energetic and engaging space for designers, industry figures and tastemakers to explore the latest designs, styles and trends with the best in the business. We’re thrilled to be a part of this esteemed community.

What should we expect from the showroom?

We worked closely with architect and designer Nick Leith-Smith to create a space that captures The Rug Company’s identity and encourages collaboration. The new showroom provides a project studio dedicated to our custom and bespoke services, a 20m-long double-sided sample wall, three stacks of rugs showcasing our core collections and a room-set installation.

Why should customers visit in person as opposed to looking/buying online?

While The Rug Company’s website provides a fantastic source of inspiration and is a convenient way to explore and shop our extensive collection, our showrooms allow clients to experience the subtleties and variations of texture, material and colour firsthand.

What’s The Rug Company’s design philosophy?

Collaboration and craftsmanship are at the core of The Rug Company. Our talented in-house studio sits at the helm and brings a wealth of knowledge and expertise to every design. We’ve worked with some of the world’s leading creatives from the realms of fashion, art and architecture and each one has introduced something new to our collection of designs.

A sustainable approach is fundamental to The Rug Company and it’s vital that we know how our product is made, where it’s made and who makes it to ensure the highest standards are met. We have worked closely with our community of weavers over the years to experiment with a variety of different materials and techniques and as the largest exporters of rugs in Nepal, we continue to support our weavers and their incredible skills.


Is there a ‘hero’ product that encapsulates your brand, or that’s been a long-standing bestseller?

Our rugs embody authentic luxury and are handcrafted to last a lifetime, and so all our collections are seen as heroes. However, over the years there have been certain designs that have continued to draw attention, such as Diane von Furstenberg’s ‘Climbing Leopard’ [above right] Paul Smith’s ‘Carnival’ and Kelly Wearstler’s ‘Channels’ [above left]. These designs have remained firm favourites across the years and while each design is colourful and bold, they’re also versatile.

Supertextures collection, The Rug Company

What broad trends in your sector of the design industry are you embracing?

In answer to an increase in demand for natural materials and neutral designs, we created Supertextures, our latest in-house collection. This collection [including the ‘Folk’ rug pictured above] welcomed a new creative path for the Rug Company, using undyed New Zealand wool for the first time and experimenting with contrasting techniques to create raw finishes.

What can we expect from the latest collections?

Our latest collection welcomes back one of The Rug Company’s longest-standing collaborators, Sir Paul Smith. This new collection translates Paul Smith’s iconic motifs into seven new designs that pay homage to the designer’s adoration of colour.

What craftsmanship or innovation goes into your products?

The Rug Company is a brand built on craftsmanship, therefore environmental and social awareness is at the forefront of our consciousness. Last year, after meticulous assessment, The Rug Company achieved the Butterfly Mark, an international trust mark awarded to brands that have the highest standard of ESG+ performance, powered by Positive Luxury. As a company, we are continually striving to create the most ethically and environmentally sound rugs and since 2007 we have also been a key licensee of GoodWeave, a non-profit organisation dedicated to ensuring no child or forced labour is used by any of its manufacturers.

The Rug Company, Ground Floor, Design Centre North