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 London’s design mecca, Heal’s. A desire to develop his own brand that reflected his attitude, his travels and the art that he loved, led Simon to go it alone and set up FLOOR_STORY.

FLOOR_STORY’s first collaboration was with Kangan Arora who Simon met when they both worked at Heal’s. Simon was interested in how a non-rug designer would interpret the medium and was 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 team have now worked with over 30 designers and makers to bring a fresh perspective to rug design as well as producing brilliant collections internally under the FLOOR_STORY name.

Cut to 2024 and FLOOR_STORY continues to grow and Simon takes the business and customer service very seriously while still wanting to maintain the cheekiness that reflects the values of the business and its East London roots. Simon has instinctively run an ethical business based on fairness but in late 2021 decided it was time to dig deeper and really understand the impact of FLOOR_STORY on the planet and its people. Starting with informal conversations, this aim to learn and improve has taken company 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.

'At FLOOR_STORY, we want the business to do well of course, but not at the expense of the planet or its people. B Corp certification is a standard to keep the business to. We aim to not only do this but exceed this and improve every year.’ Simon Goff

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