We big up creative thinkers, designers, makers and artists to share their ideas, beliefs and passions through the art of rug making. We celebrate the global rug making craft and explore collaborations that ‘give back’ to our community, such as our partnerships with the Crafts Council and Choose Love. We also offer free showroom space to local, independent designers and makers.

You can design any one of our rugs, your way, by bending and shaping one you like the look of, or start from scratch, to create your dream rug. By letting us take you through the exploration of your own ideas, we believe that our rugs are more likely to last you a lifetime.

Our craftspeople and makers are found in the rug capitals of the world. We believe in fair trade and work with each partner to ensure this is always part of the deal. We have a range of rugs created from waste wool and we are always looking for ways to reduce our negative and increase our positive impact. Giving back is integral to our culture and plans to grow our business by continued partnerships with organisations like Choose Love.

The artistry of rug-making dates back over 2500 years. The same techniques exist today as they did back then and we celebrate this! Our rugs are modern expressions of this timeless skill and we will continue to invest in our suppliers to ensure the future of this art.

Based in London's Shoreditch district, our showroom is home to hand-made rugs that prove our off-beat approach to rug design creates the very best results.

Through the championing of young design talent and collaborations with established stars, we've built a unique and sometimes left field collection of beautifully made rugs. Standing alongside discoveries made on our regular trips as well as a series of in-house designs, at FLOOR_STORY you'll find rugs that celebrate diversity and creativity.

In our collaborative capsule projects with established designers including names such as Henry Holland, Mac Collins, Camille Walala and Dame Zandra Rhodes along with some of the country's most notable young design talent, the FLOOR_STORY Designer Collection has become a beacon for rugs as an expressive medium and has received notable acclaim.

Your new rug should be the perfect fit, that's why we offer a custom made-to-order programme across all our Designer Collection and in-house styles. We'll make them in any size and colourway you like, making sure your rug fits your home just the way it should. Of course, should you have your very own idea of rug nirvana, we can make that too. Through it all, you'll come to understand why we've earned the title of east London's friendliest rug dealer.

Our in-house collection, bringing your home beautiful rugs designed by us and hand-made to the very best quality by the world's finest artisans. Combined with rugs discovered on sourcing trips to Turkey and beyond, including an extraordinary selection of vintage over-dyed styles, the FLOOR_STORY collection is carefully curated to bring a bold and left-field approach to rugs.

We take our making very seriously, working with only the most ethical weaving centres to create rugs of exceptional quality. Using only the finest wools and silks, our weavers hand-tuft and hand-knot rugs with meticulous attention-to-detail, only possible because of their experience and understanding of rug craft. We are a GoodWeave certified retailer, all FLOOR_STORY manufactured rugs are 100% Goodweave and hold the certified label.