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  • About_Us


    It’s our dream to make homes more beautiful through unique styles that celebrate the artistry and creativity of hand-crafted rugs. From the exclusivity of Designer Collections and our own FLOOR_STORY Collection to the works of the finest brands, the FLOOR_STORY name is your promise of fine craft and enduring quality.

    Flock Northmore

    FLOOR_STORY is a maker of beautiful rugs, with an eye on craft and unique design. Founded by Simon Goff, it is the realisation of a passion that dates back over 15 years, now crowned with the opening of a dedicated retail space in London’s Shoreditch area, one of the country’s most creative places.

    Working with designers such as Eley Kishimoto, Camille Walala, Kangan Arora, 2 Lovely Gays, A Rum Fellow, Darkroom, Eve Spencer, Laura Spring and more; FLOOR_STORY is famed for the Designer collection, a series of capsule collections that translate signature styles into beautiful hand-crafted works. Art for the floor and crafted by hand from the finest materials, these rugs have seen acclaim in the press and have propelled FLOOR_STORY into one of the country’s most regarded rug makers.

    With the FLOOR_STORY Collection, the brand now offers a range of hugely accessible rug designs that capture its philosophy, with the same hand-crafted approach and exclusivity that sees them a wonderful addition to any home. Whether creating unique stories with designers or commissioning one-off series from the world’s undiscovered artisans, FLOOR_STORY celebrates the diversity and creativity that is today’s rug culture.

    Meet the Founder


    Simon Goff

    FLOOR_STORY founder Simon Goff, has a unique take on what it means to be a flooring specialist. The family history in flooring fused with a background in interior design and the record industry carve a fresh perspective that deserves further attention.

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