East London's friendliest _rug dealer

FLOOR_STORY is a maker of beautiful rugs with an eye on craft and unique design.

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East London's friendliest _rug dealer
Hand-made rugs

Hand-made rugs

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.

Designer collabs

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.

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Designer collabs
FLOOR_STORY Collection

FLOOR_STORY Collection

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 leftfield approach to rugs.

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Meet our


Simon Goff


Founder and Director
Gill Thorpe


Head Designer
Diane Bresson


Showroom Manager
Bekah Smith


Creative Coordinator
Paul Wells


Branding and Digital
Katie Richardson


PR and Marketing

GoodWeave Certified

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.

GoodWeave Certified
Custom Rugs

Custom Rugs

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.

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