Simon Goff

Simon Goff

Founder and Director

Simon Goff is the Founder and Director of FLOOR_STORY. After leaving school and following various jobs within the interior design and travel sectors, Simon began working alongside his father running a flooring concession on King’s Road. In 2007, they moved the business to the flooring department in Heal’s. A desire to develop his own brand that reflected his values, his love for art and travels across the globe, led Simon to set up FLOOR_STORY, with fine craftsmanship and collaboration being very much the forefront of the brand.

FLOOR_STORY’s first collaboration was launched in 2014, featuring a collection of bold and colourful rugs with textile designer Kangan Arora who Simon met when they both worked at Heal’s. Simon was interested in how a designer would interpret rug-making through their practice in a different medium, keen to bring a bold use of colour and new aesthetics to high-end rug making. FLOOR_STORY’s designer collections were born and Simon and the FLOOR_STORY team have now worked with over 30 emerging and established designers and makers to bring a fresh perspective to rug design, resulting in award winning collections celebrated by the likes of Archiproducts, Elle Decoration and The Carpet Design Awards.

Ten years later FLOOR_STORY continues to grow, with customer service being at the forefront of East London’s friendliest rug dealer, whilst drawing a sense of cheekiness that reflects those Shoreditch roots. Simon has instinctively run an ethical business, making sure that all manufacturers hold the same values and keeping these relationships strong by regularly visiting factories.

‘At FLOOR_STORY, we want the business to do well of course, but not at the expense of the planet or its people.’ Simon Goff

In 2021 Simon decided it was time to dig deeper and really understand the full scope of the impact FLOOR_STORY had on the planet and its people. Starting with informal conversations, this notion of consistent learning and improvement has taken FLOOR_STORY on a period of research and reflection, leading to its first Impact Report in 2023 and now in 2024 being certified as a B Corp - a defining moment for Simon.

Simon and his team continue to push FLOOR_STORY in the direction of bold design, fabricated with high quality and ethical craftsmanship, to deliver award winning rugs for both residential and commercial spaces.

Talk to Simon

Simon's Favourite Rug


Northmore by Flock, it was one of the first Hand Knotted rugs we ever made. It's bright with so many colours and will surprisingly fit anywhere, modern or traditional'


Meet the rest of the team

Gill Thorpe


Head Designer
Bekah Smith


Showroom Manager
Andrew Moore


Logistics Coordinator
Brish Turner


Sales and E-commerce Coordinator
Carlo di Nardo


Sales Account Manager
Katie Richardson


PR and Marketing